The pharmaceutical client Bayer tasked us with creating a Phase 1 launch site for its newest Intra-Uterine Device (IUD), Kyleena. This site was positioned to Healthcare Providers and their support staff in order to inform them of the product’s attributes, its critical advantages, and prescription information.
Kicking off this project, I worked with a Digital Strategist to conduct a competitive analysis of other IUDs on the market, to learn what made Kyleena unique. We discovered that many of the other products’ sites didn’t present top level information in a clear, fresh way for Healthcare Professionals (HCPs).
Through interviews, we gained insights from healthcare professionals, and were able to build three in-depth user personas. These profiles outlined motivation, needs, and specific niche value to our client, all of which ultimately informed our designs for a tailored experience.
I conducted a content audit of other popular IUD websites to understand common industry standards in this market. Armed with the insights from this competitive analysis and our brand’s user personas, we developed our own sitemap that reflected our overall content strategy.
After the sitemap’s approval, I whiteboarded a preliminary content layout. The idea of “blades” emerged, each bIade being a section which provided key information while also being interactive and engaging. Then I took those whiteboarding sessions and translated them to hand-drawn wireframes, followed by a few iterations of the mobile-first low fidelity versions.
Through working on this campaign, I learned that pharma companies are legally required to display a large volume of Important Safety Information (ISI). Our team’s main goal was to keep the most important content for each page above the fold.
Next, we created a prototype to use during user testing sessions. We used this feedback to address a few pain points, and began the work of bringing the wireframes to life with the brand’s colors, imagery, and typeface. While still reflecting the fresh and approachable tone of the consumer site, we were able keep the HCPs side feel trustworthy and credible.
This launch enabled doctors around the country to confidently suggest Kyleena as an option for their patients. And as a feather in our team’s cap, this campaign was the recipient of a Bronze DTC National award for Best New Brand (Digital/Social Media Campaign).
I've had the privilege to work with a diverse range of clients and teams, from startups to Fortune 500 companies.
