PROBLEM

Patients and healthcare practitioners often struggle to find the information they need to care for themselves, their loved ones, and their patients.

The lack of accessibility in web design and development, not taking into account the challenging situation many patients and practicioners find themselves in, makes this harder.

OUR SOLUTION

Providing consistent navigation, adherence to ADA guidelines, and following web heuristics elevated the brand and content by displaying a clear path forward for our users.

Consistent navigation provides easy movement between sites.

• Then utility nav across all the ULTOMIRIS sites we worked on share the same utility nav.
• Top nav titles use similar language and order across sites.

Our UX team guided the implementation of these ADA guidelines:

• Proper alt text
• Contrast ratios
• Captions
• Semantically Correct HTML

Previous FCB Usability Testing affirmed key web best practices including:

• User default to F-shaped scanning pattern
• Include home button in navigation
• Avoid Banner Blindness
• Avoid Carousels that disorient users

REFINING + PROPOSAL

Combining ULTOMIRIS website KPIs and web best practices we pulled together sitemaps for each project.

From the brief:

“Provide HCPs with a compelling core product (e.g., MOA, efficacy, safety, dosing) and patient support information, so that HCPs are excited about what ULTOMIRIS can do for their patients. Finally, we need to highlight Alexion’s patient support and access resources such as Access Navigator and OneSource so HCPs can feel confident that their patients can start and stay on a new therapy.”

From each sitemap, we built out wireframes and iterated with the rest of the team to align on a final outcome.

For each project, we created multiple versions of each homepage and the more content rich pages to discussed the pros and cons of each option with the team.

REVIEW + IMPROVEMENTS

While defending the user experience and accessibility of the project, our UX team invited discussion about final placement information and flow of information.

• These frames reflect the outcomes of hundreds of hours of user testing on pharma sites.
• Each frame keeps in mind scanning patterns, functionality signifiers, and system status

From each sitemap, we built out wireframes and iterated with the rest of the team to align on a final outcome.

For each project, we created multiple versions of each homepage and the more content rich pages to discussed the pros and cons of each option with the team.

FINAL SCREENS

From the wireframes sprung the final layouts for each site, to which our UX team added functional specifications.

• These frames reflect the outcomes of hundreds of hours of user testing on pharma sites.
• Each frame keeps in mind scanning patterns, functionality signifiers, and system status.
• To meet tight release deadlines, we designed and developed two versions of many of the sites, a day 1 site and full site.

From each sitemap, we built out wireframes and iterated with the rest of the team to align on a final outcome.

For each project, we created multiple versions of each homepage and the more content rich pages to discussed the pros and cons of each option with the team.

DTC (direct to consumer) Indications Page

HCP (healthcare practitioner) Indications Page

HCP NMOSD Full Site

HCP NMOSD Day 1 Site

DTC NMOSD Full Site

DTC NMOSD Day 1 Site

DTC gMG Full Site

DTC NMOSD Day 1 Site

HCP gMG Full Site

HCP gMG Day 1 Site

Unbranded NMOSD

Unbranded gMG

WHAT I LEARNED

Collaborating with multidisciplinary teams take patience, tact, and understanding.