Project Management
Oversaw development
Research & Analysis
Field research, interviews
Design & Prototype
Ideation, wireframe, mockups, prototype
User Testing
Usability tests, interviews
Toolstack
Figma, Adobe XD, Adobe INDD
To bridge the patient-clinician communication gap on penicillin allergies, a dual-targeted campaign is vital, I chose to deliver penicillin allergy data and resources through an SAAS platform, reaching both patients and clinicians.
Clinicians can access it at hospital events or conferences. To ensure inclusivity across diverse demographics, the campaign employs postal communication for effective outreach.
The ongoing issue of misdiagnosis online
With a notable absence of penicillin allergy testing, patients resort to self-diagnosis, attributing normal symptoms to penicillin allergy. This self-diagnosis often leads to misunderstandings during medical consultations, where healthcare professionals may mistakenly believe patients have a genuine penicillin allergy. As a result, patients who could benefit from the highly effective antibiotic may be unnecessarily deprived of it. The Pennisafe campaign advocates for better testing methods and bridging communication gaps between HCPs and patients.
Spreading information through designing
accessible products
accessible products
The decision to employ both a website and a leaflet as part of the Pennisafe campaign strategy reflects a thoughtful and multi-faceted approach to addressing the problem of penicillin allergy misdiagnosis. Here's an explanation of why these mediums were chosen and how they contribute to the overall benefit:
Continuous Updates:
A website provides the flexibility to update information in real time. This is especially beneficial for a campaign that involves ongoing developments, research findings, or updates on penicillin allergy testing methods.
Two of the core features of Pennisafe on mobile, showcasing the responsivity of the website.
Sketches completed in the iterative phase of the project
Leaflet (Printed Material):
Tangible and Shareable:
A printed leaflet offers a tangible and shareable resource. It can be distributed in medical facilities, pharmacies, and community spaces, reaching individuals who may not be as digitally connected. Patients can also share the leaflet with friends or family members who might benefit from the information.
Targeted Distribution:
Leaflets can be strategically placed in healthcare settings where individuals are more likely to be seeking medical advice. This targeted distribution ensures that the campaign reaches those directly involved in healthcare decision-making.
Quick Reference:
A well-designed leaflet can serve as a quick reference guide for patients, summarising key information about penicillin allergy testing and the goals of the Pennisafe campaign.
Final mockup fo the printed leaflet
User interviews, flows &
site maps
site maps
User flow mapping for each of my user personas was essential in creating a streamlined and user-friendly app experience, identifying potential issues, and enhancing personalisation options.
After conducting user interviews with individuals ranging from 22 to 68 years old, predominantly focusing on patients, I concentrated on enhancing their user experience through the creation of a communal platform. While there was a shared interest across age groups, it became apparent that the information aspect might be particularly relevant to older users. This emphasised the necessity for a tangible solution, like a leaflet, to address the critical need for easy access to information.
Alongside the development of the leaflet, I honed in on developing a site map and user flows to better reflect on the feasibility of the project.
Map of the user flow navigating to the subscription and donation page of the website
Site map for the entirety of the website showcasing each page and its content and classifying their utility
New methodologies to enhance the user's experience: use of a prioritisation matrix
Establishing a priority matrix was also interesting in understanding what elements of the website I could particularly emphasise to be effective in spreading information.
– User Authentication has the highest priority score (20) as it's crucial and relatively feasible to implement.
– Clinician Dashboard and User Support also score high in terms of priority due to their importance and feasibility.
– Mobile App and Integration with EMR have lower scores as they are less feasible or slightly less important.
Ideating the UX/UI of a complicated information-heavy website
Focusing on the 'About' page
Based on the priority matrix, I recognised the homepage's critical role in informing users about the campaign's purpose and functionality. Initially, I emphasised easy access to patient and client dashboards. However, initial testing revealed an issue with the information structure, particularly due to the placement of the 'get in touch' section between both user sections.
To provide a more comprehensive understanding of the campaign's goals and activities, I introduced a dedicated 'About' page with detailed information for users interested in learning more.
Deciding what to do with the placement and layout of the About page which would contain how the campaign works was difficult, and much of the decision-making was related to have navigational cues in clearly defined and visually differentiated zones of the page, an important aspect of having information clearly organised and not overwhelm the user.
Creating a logical, accessible and efficient design system: UI Components, CTAs & use of a responsive grid
Typography
The selection of IBM as the font for my campaign website's final user interface (UI), components, and grid stems from a strategic design choice. IBM is chosen for its clean, modern, and highly legible characteristics. This font conveys a sense of professionalism and reliability, aligning seamlessly with the campaign's objective to communicate accurate and trustworthy information about penicillin allergies.
Moreover, IBM offers versatility in its design, ensuring clarity across various components and grids on the website. Its balanced proportions and contemporary aesthetic enhance the overall visual appeal, contributing to a user-friendly experience. By leveraging IBM as the primary font, the campaign website aims to establish a cohesive and polished visual identity that resonates with the target audience while effectively conveying the importance of reliable penicillin allergy testing.
Mid-fidelity prototype showcasing 3-column layout on the subscription offers.
Grid
The decision to implement a 3-column grid in the campaign website design was driven by a deliberate effort to optimise the user experience and content organisation. Generally, The structure of a 3-column grid offers a harmonious balance between visual appeal and functionality. It allows for efficient information categorisation, presenting content in a structured and easily digestible manner.
The three columns enable a clear separation of key elements, facilitating a seamless flow of information for the users. This design choice not only enhances the website's overall aesthetics but also ensures that visitors can quickly navigate through different sections, finding relevant information with ease. The 3-column grid reflects a commitment to user-centric design, providing a well-organized and visually engaging layout that supports the campaign's goal of promoting awareness about penicillin allergies and the importance of accurate testing.
CTA colours to differentiate various states
CTA UI elements
CTA buttons & colour
The selection of blue for CTAs and buttons is intentional, leveraging its association with trust and reliability. Blue is a universally recognised colour in healthcare contexts, often linked to trustworthy sources and information. By incorporating blue into these interactive elements, the campaign not only maintains a professional aesthetic but also signals to users that the provided content is from a credible and reliable source. This strategic use of colour reinforces the campaign's commitment to delivering trustworthy information about penicillin allergies, fostering user confidence and engagement.
Usability testing & areas
for improvement
for improvement
Homepage Clarity:
Some users expressed initial confusion regarding the campaign's core message on the homepage. Implementing clearer headlines and concise copy could enhance the overall understanding.
Booking Process Streamlining:
Users encountered minor friction during the booking process. Streamlining the steps and providing clearer instructions could further enhance the conversion rate.
Visual Hierarchy Enhancement:
Improvements in the visual hierarchy could be made to guide users more effectively through the content, ensuring that critical information is easily noticed.
Measuring the success of the website and information clarity with prospective users
Usability task testing was pivotal in refining the campaign website's design, ensuring an optimal user experience. By subjecting the website to real-user scenarios, I gained valuable insights into how individuals interacted with different elements, navigated through the content, and responded to calls-to-action.
This testing process allowed me to identify potential pain points, confusion, or inefficiencies in the user journey. Through participant feedback and behavioural observations, I could make informed adjustments to improve the overall usability and functionality of the website.
Task success rate: 92% Users exhibited a commendable task success rate, successfully navigating through campaign elements, exploring products, and retrieving essential information.
Time-on-Task Improvement: Notably, there was a reduction in the time users needed to complete critical tasks. This improvement underscores the enhanced efficiency and heightened satisfaction experienced by users during their interactions with the website.
Error Rate Decrease: The implementation of design enhancements led to a significant decrease in user errors. This positive outcome reflects the success of refining the user interface to minimize potential stumbling blocks, resulting in a smoother and more error-resistant experience.
Reflection
The "Pennisafe" campaign website usability testing was a pivotal experience that enriched my understanding of user-centric design. It highlighted the effectiveness of iterative testing in achieving high user satisfaction and efficiency, and underscored the continuous need for improvement, even in successful designs. This process has profoundly shifted my approach, reinforcing my commitment to prioritizing user needs and feedback in my work.
Learning to embrace an iterative design process, where feedback is continuously sought and applied, has been a key takeaway. It's reshaped my practice, embedding a philosophy of relentless refinement and a focus on exceeding user expectations at its core.
In essence, this project has not only advanced my skills in creating intuitive and satisfying user experiences but also cemented my belief in the power of user feedback to guide the design process towards excellence.