Digital Health Platform
Figma, User Testing, Miro, Adobe Creative Cloud
Ovarian Cancer Digital
I'm Not Alone is a patient-centric Ovarian Cancer digital health platform that addresses the core need for personalization by providing the right support at the right time to patients, caregivers, and healthcare providers.
Establish AstraZeneca as a prominent leader in Ovarian Cancer.
Develop a groundbreaking care and support platform that sets new standards for Ovarian Cancer patient assistance. By offering personalized support precisely when patients and caregivers need it, we aim to position AZ as a pioneer in innovative and compassionate care, revolutionizing the landscape of Ovarian Cancer treatment.
Developed an MVP that was the foundation of an enterprise digital health platform.
Our solution aims to mitigate three critical issues in the Ovarian Cancer care ecosystem. By introducing a groundbreaking platform, we tackle the lack of personalization, ensure scalability, and provide comprehensive support from pre-diagnosis to post-diagnosis. Through this innovative approach, we empower Ovarian Cancer patients with personalized resources and bridge the gaps in the current care system.
AstraZeneca + 3 Outside Partners
- Brand Leaders
- User Research
- UX Design
- UI Design
- Content Strategy
- Oncology Experts
- Partner Hospital
- Product Management
Experience Design Director, Team Leader
- Stakeholder management.
- Conducted interviews and user testing with patients, caregivers, and healthcare providers.
- Created a stakeholder value map, user flows, patient experience map, Intelligent User Profiling (IUP) process, and engagement model.
- Managed multiple vendors while creating over 200+ content pieces for the initial MVP.
- Led the design of the entire platform, including wireframes, information architecture, user interface design, design system, and brand guidelines.
Our approach was guided by user-centered design principles, leveraging design thinking to deeply understand patients' and caregivers' needs and pain points. We employed agile methodologies, allowing us to iterate rapidly and incorporate feedback at each stage of development. This iterative approach, combined with continuous user involvement, ensured that the platform evolved in line with user expectations.
We conducted nominal surveys, focus groups, and user interviews with 325 ovarian cancer patients, caregivers, and Oncology specialists to gather Social Determinants of Health (SDOH) data. This data provided valuable insights into user demographics and factors affecting access to care and health outcomes. We did a deep dive into some of the following areas.
- Health System: Coverage, Access
- Lifestyle: Sex, Exercise, Activities, Music, Comedy, Emotional Support, Wellbeing
- Personal Environment: Home, Work, Transportation
- Community: Family, Friends, Colleagues
Streamlining Stakeholder Management
As the project lead, I understood the importance of managing dynamic stakeholders during the development of an unbranded digital health platform. To promote alignment and project focus, I created a visual tool that effectively communicated our objectives to internal stakeholders. This streamlined decision-making, improved communication channels, increased support, and ultimately mitigated risks, ensuring the successful development of the platform.
Empower patients to make more informed decisions while improving their quality of life throughout OC Journey.
Empower to make more informed decisions while improving the quality of life throughout the OCJourney of patients they care for.
Patient Advocacy Groups
Helps drive patients to their respective properties at relevant points (resources/support groups) of OC Journey
Gyn Oncologists / HCPs
Helps provide better patient outcomes in health: timeliness of care, the effectiveness of care, and adherence to care guidelines.
Data & insights: Helps institutions improve patient outcomes in health and provide competitive differentiation
Data & insights: Institution, TA, and patient-level data to develop a better patient experience
Personalized User Experience through Myers-Briggs Type Indicator (MBTI)
By gaining a deep understanding of users' personalities, motivations, and needs, we have created a platform that delivers a tailored and inspiring online experience. Our Intelligent User Profiling (IUP) mechanism collects valuable data to drive personalized interactions for patients and caregivers throughout the INA platform. This streamlined onboarding process encourages users to become passionate advocates, actively contributing to the community and empowering the creation of impactful content.
Dynamic Experience Map
The dynamic nature of this experience map enables us to remain agile, swiftly adapting our approach to stay ahead of evolving user needs. By continuously updating and refining our map, we proactively optimize the user experience, delivering solutions that resonate with our global audience. Deeply rooted in comprehensive research, our experience map is the cornerstone for informed decision-making at Ovarian Cancer at AstraZeneca.
Identifying the Peak of Negative Emotions
During our journey mapping process, a significant revelation emerged – a crucial gap in the patient journey where emotions reached their peak. It became evident that patients and their families lacked personalized information and support when seeking online resources. To address this critical need, we developed a focused Minimum Viable Product (MVP) that caters to individuals during the suspected diagnosis through the initial treatment phase. By delivering tailored information and support, our platform aims to alleviate fear and enhance patient confidence, ensuring they receive the care they deserve.
Our design thinking process involved conducting numerous ideation workshops with patients, caregivers, healthcare providers, and internal stakeholders. These workshops played a pivotal role in our journey, allowing us to tap into diverse perspectives and expertise. By fostering collaboration and embracing a user-centered approach, we generated a wealth of innovative ideas and solutions for our digital health platform. Workshop participants' creativity and insights ensured we met all user groups' unique needs, providing a genuinely impactful and inclusive experience.
Jobs to Be Done
Journey navigation tool
Side effect tool and resources
Difficult conversation facilitator
Community & Peer-to-Peer
Identifying and Validating
Prioritized MVP Features
Through a combination of moderated and unmoderated testing, we gathered valuable feedback on an early prototype that included the platform's essential features, allowing us to refine and shape our initial product. These user-driven insights were critical in ensuring that our prioritized MVP features effectively addressed user needs, laying a solid foundation for the development of a successful and user-centric platform.
The screens below are by no means representative of everything that came out of this complex project, but meant to provide a high-level example of some of the deliverables that resulted from all of the work above this section and beyond. If you would like to see more, please do not hesitate to reach out as I would love to share more.
Establishing a Solid Foundation
As a crucial part of my role at I'm Not Alone, I led the development of an atomic design system using Figma. This transformative approach enhanced global collaboration and streamlined our design and development processes. By following the atomic design methodology and crafting a comprehensive style guide, we optimized typography, color palette, layout structure, and guidelines. The result? AstraZeneca experienced up to a 50% reduction in design and development time, facilitating rapid product rollouts within weeks.
The Art of Engagement
In crafting our Minimum Viable Product (MVP), we leveraged the 'Hooked Model', integrating its principles across the Diagnosis, Treatment, and Maintenance phases of the patient journey. This thoughtful approach has been instrumental in creating a profoundly impactful and user-friendly platform, designed with utmost compassion and sensitivity.