Biopharma Company
Designing a video content library for seniors diagnosed with a disease causing vision loss
Project Overview
A Biopharmaceutical company that is the second to market for an eye disease treatment was looking for an opportunity to differentiate themselves from their established competitor and educate users about their treatment.
In phase 1, the concept of a video content library was pitched by IDEO.
Now, in Phase 2, we are building on the concept to design and test a proof of concept to garner further investment.
Problem:
The challenge lies in creating a proof of concept for the doctor-patient video library, demonstrating its design, while addressing hurdles such as being the second entrant in the market, establishing trust among doctors regarding the product, and alleviating patient anxiety regarding this particular treatment.
Solution:
We ended up designing a video content library that focused on empowering patients with practical, research-backed information, while providing doctors with personalized, easy-to-share educational resources. The platform emphasized simplicity for users with varying tech skills, diverse representation, and AI-powered customization to enhance patient engagement and trust.
Impact:
Successfully demonstrated the value of the doctor-patient video content library, helping our client differentiate from competitors and build trust with doctors and patients. This proof of concept secured a third phase of work, driving further investment in the project.
My Role:
Interaction Design, UX/UI Design, Prototyping, UX Research,
Team:
Design Researcher, Software Designer
Duration:
7 weeks
Research + Design Brainstorm
During brainstorming, we focused on designing a doctor-patient video library tailored for elderly users (80+), addressing their unique challenges and exploring AI integration to enhance the experience.
I led the ideation on video styles—interviews, panels, animations, etc.—and guided a prioritization activity to decide which styles to test in research.
Our goal was to empower seniors in managing eye health with a user-friendly platform that integrates seamlessly into their lives. We also crafted stakeholder questions to ensure our research resonated with seniors, doctors, and the pharmaceutical company, prioritizing inclusivity and efficacy.
Our key stakeholders included:
seniors grappling with vision loss
doctors prescribing treatments
the pharmaceutical company behind the drug
By prioritizing the centrality of people and their needs, we were able to shape research questions and activities to ensure our proof of concept resonates with all stakeholders, fostering inclusivity and efficacy across the board.
Prototyping
We advanced to developing the concepts that aligned with both the client's goals and the most innovative, realistic ideas.
I led the design of all doctor-facing flows for our video library, drawing inspiration from platforms like Spotify, Netflix, and Skillshare to create familiar, efficient user experiences.
With just one day for design, I focused on intuitive layouts and seamless navigation.
One feature that stood out in my research was Tidal’s AI-generated playlists, which I incorporated into the design for testing, enhancing the platform's value by curating video content for doctors based on patient needs.
I also developed flows for playlist customization and sharing, aiming to boost patient engagement through personalized content.
Research
In our research, we used a multifaceted approach to understand the behaviors, preferences, and needs of individuals affected by eye disease and retinal specialists.
Who we engaged:
We interviewed 6 patients of this disease and 5 specialized ophthalmologists.
Assumptions we tested:
Video format is the preferred source for consuming educational content.
In the waiting room before appointments is the preferred interactions with the video library.
Content of videos should be focused on understanding this disease and the treatment.
Accessibility of videos is appropriate for patients, who tend to be older (70+ years) and have low vision.
AI avatars may be acceptable by ophthalmologists and their patients.
How we engaged:
Through a hybrid approach to research, we engaged remotely and in-person through:
Q&A Sessions: Participants shared insights on behavior, daily activities, interactions with healthcare professionals, and media consumption preferences.
Video Feedback: Using HeyGen, we created videos in various styles (Talking Head, animation, storytelling) to gauge preferences for educational content. I emphasized storytelling to represent patients' experiences.
Card Sorting: Participants categorized and prioritized video topics using high-contrast, accessible physical cards I designed.
Sacrificial Concepts: We tested low-resolution sketches and text explanations of video features to gather feedback on what was most helpful and exciting for users.
Clickable Prototype: Participants interacted with Figma prototypes for both doctor and patient-facing flows.
I contributed by crafting video scripts, designing card sorts, generating AI images on Midjourney, and structuring research objectives. This collaborative effort ensured our proof of concept was aligned with user and stakeholder needs.
Key Findings
Through our research, we wanted to make sure the key insights we brought forth was interesting, actionable forIn our research, we focused on uncovering insights that were engaging, actionable for design, and valuable to the client. Key findings include:
Empowerment through information: Patients want practical advice on navigating vision loss and research-backed information about treatments. This indicates that video topics should cover the disease, drug side effects, and local support resources.
Personalization and representation: Patients value diversity and want videos featuring people who accurately represent them.
Tech challenges: Patients struggle with basic technology post-vision loss, suggesting that designs need to be extremely simple.
Doctor interaction remains crucial: Despite being empowered by educational content, patients still want to discuss it with their doctors, confirming the video library is supplemental, not a replacement for doctor interaction.
AI credibility: Both patients and doctors trust AI-delivered information as long as it’s accurate.
Iterate
We used the data gathered during research to inform our design work. Through this, we decided to highlight 4 key user flows that encompassed the most desired interactions within our doctor-patient video library platform.
Doctor Flow 1 allows doctors to customize video playlists for patients, starting with templates and personalizing content by adding or removing videos to suit their patients' needs.
Patient Flow 2 passively watch video content on a desktop while waiting for their doctor, either in the exam room or waiting area. This flow accommodates all tech skill levels, offering a zero-interaction experience for those less familiar with technology. Patients can also choose minimal interaction viewing on an iPad in the waiting room.
Doctor Flow 2 enables doctors to change the video library's language, automatically adjusting avatars and actors. They can seamlessly share content with patients via link, direct email, or QR code for caregivers.
Patient Flow 1 allows patients to actively engage with video content at home via a link from their doctor. Accessible on desktop, it empowers patients to explore educational materials and take a more proactive role in managing their retinal health.
Presentation
Following the completion of our design iterations, we presented our design process to the client, guiding them through an interactive workshop titled "Creative Tensions."
This workshop served as a platform for collaborative exploration, enabling us to collectively address key questions surrounding the product's target audience, usability for patients, and overall viability of the video content library.
During the workshop, we facilitated discussions aimed at clarifying whether the primary focus of the product should be on doctors or patients, and how to strike a balance in making the technology manageable for patients while still meeting the needs of medical professionals.
Additionally, we encouraged the client to evaluate the feasibility and market potential of the video content library, prompting them to engage with their partners for further insights and validation for this proof of concept.
Reflections
Reflecting on the project, I would adjust several aspects for future work:
Client-Centric Organization: I would prioritize organizing and synthesizing my work with the anticipation that clients may view it. This would involve structuring deliverables in a format conducive to inclusion in our weekly client presentation decks.
By proactively considering how my work will be perceived by clients, we can facilitate clearer communication and alignment throughout the project.Multi-purpose Research: I learned that sometimes research is to get the client more on board with the work and aligned on centering our users. Surprisingly, a few "key insights" uncovered through research align with our intuitive understanding or personal experiences.
Advocacy for Key Insights: Related to my previous point, I realize the importance of advocating more vigorously for my ideas, particularly those grounded in intuition that later proved to be key insights. For instance, recognizing the value of users desiring personal storytelling and representation in the videos, I would have pushed harder to integrate these elements into our research activities and design decisions from the outset.
By advocating for these ideas earlier on, we could have elicited deeper insights and better aligned our approach with user preferences, ultimately leading to more impactful outcomes for the project.Streamlined Design Process: In recognition of the need for collaboration with non-designers, I would adopt a quicker and more scrappy approach to design, focusing on making prototypes that are easily editable in tools like Figma.
This streamlined process would empower non-designers to make edits and provide feedback more efficiently, ensuring smoother iteration cycles and faster progress.