Challenge:

‍In early 2024, Pfizer approached our agency with a complex challenge: they needed to educate healthcare professionals, particularly oncologists, about Homologous Recombination Repair (HRR) testing for prostate cancer. The information was dense, technical, and critical for improving patient outcomes. Our task was to create a digital platform that would not only inform but engage these busy professionals, ultimately doubling the national HRR testing rate within a year.

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My Role

As the UX lead on this project, I was responsible for guiding our cross-functional team through the entire process, from initial research to final implementation. My goal was to transform complex medical information into an intuitive, engaging digital experience that would stand out in the competitive landscape of oncology education.

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The Approach

I began by immersing myself in the world of HRR testing, collaborating closely with Pfizer's medical team to understand the nuances of the subject matter. Simultaneously, I conducted in-depth interviews with oncologists to uncover their pain points and information needs.

With this foundation, I led our team in developing a content strategy that would simplify complex concepts without losing scientific accuracy. We created a narrative flow that guided users through the key aspects of HRR testing: who to test, when to test, and how to test.

One of our most significant innovations was in data visualization. I worked closely with our design team to transform dense charts and testing algorithms into interactive graphics. We created visual decision trees that oncologists could explore at their own pace, making the learning process more engaging and memorable.

Overcoming Obstacles

Our biggest challenge was balancing innovation with Pfizer's established design system and regulatory requirements. To address this, I facilitated collaborative workshops with Pfizer's brand team, our designers, and medical experts. Together, we found creative ways to push the boundaries of the design system while maintaining brand consistency and regulatory compliance.

The Solution

The result was a responsive website that served as a comprehensive resource for HRR testing. Key features included:
- Interactive decision trees guiding testing protocols
- Animated explainers for complex biological processes
- Easy-to-navigate sections on patient selection and test interpretation
- Integration with Pfizer's broader marketing ecosystem, including seamless links to related resources

Impact and Results

The impact of our work exceeded expectations. Within a year of launch, the national HRR testing rate doubled, meeting Pfizer's primary objective. We received overwhelmingly positive feedback from oncologists, who reported that the site had become their go-to resource for HRR testing information.

Beyond the numbers, our work set a new standard for medical education websites. Multiple teams within Pfizer began using our site as a benchmark for their digital projects, and we've since been approached by other pharmaceutical companies looking to replicate our success.

Lessons Learned

This project reinforced my belief in the power of user-centered design, even in highly technical fields. By focusing relentlessly on the needs and preferences of busy healthcare professionals, we were able to create a resource that not only educated but inspired action.

I also learned the value of close collaboration with subject matter experts. By fostering strong relationships with Pfizer's medical team, we ensured that our innovative approach to presenting information never compromised scientific accuracy.

Ultimately, this project reminded me of the real-world impact UX design can have. By making complex medical information more accessible and actionable, we played a role in improving care for prostate cancer patients – a responsibility and privilege I don't take lightly.