BACK
Context
Univadis is a media website and app app used daily by 460k doctors across France, Italy, Spain and Germany. I was hired as a lead product designer to help the team prioritize the roadmap, uncover new growth opportunities and explore new features ideas.
Project scope
Improving usage metrics for decision making tools.
Target users
Physicians & Pharmacists in the EU
The backstory
Univadis's website is used by doctors to keep informed about new drugs & treatments. Trafic is essentially acquired through the newsletter. However Univadis also provides tools to help decision making but these tools are seldom used and don't help with retention.
Our research goal
We need to understand how and when doctors use decision making tools to prescribe drugs, which tools they use, how they use them and why they are not using ours as much.
Our main challenge
Research area was too broad and would require 45 minutes to an hour interviews. However, doctors are busy people with very little time during the day.
Other bumps in the road
We decided to cut interview time to 15 minutes but in that time we could not explore everything.
Traditional outbound recruiting was not bearing fruit so we had to setup surveys on the homepage where physicians could book themseleves for a call with us.
Doctors aren't the most tech savy people so we had to run interviews by phone.
Defining what to research
With little time with each participant we had to get to the point.
We first made an experience mapping workshop to collect a hypothetical user journey and the areas of focus.
Journey mapping workshop
We decided to focus on 2 main areas
Prescription
During consultation,
What tools are used to help prescribing
When are they used
How should it ideally work / What are the problems with said tools
Drugs & diseases information
When are they looking for information on drugs?
What are the key informations they need to see first when looking for a drugs & diseases
How do they search for drugs?
What are the search terms?
How are Univadis's results perceived versus other players?
Analysing feedback and building the restitution
I created a user insights database to track feedback help themes emerge and store verbatims.
The main pain points where
Broken search
The way doctors expected to access these drugs informations is mainly through search but Univadis search was broken. Returning irrelevant results or no results at all.
Hidden feature & diseases information
What we realized is that the drugs & diseases feature in Univadis hidden. Some users didn’t even know about it. And the others thought it was too slow and preferred to use other tools.
Poor information hierarchy on the drug page
Doctors mainly wanted to learn about interactions, secondary effects, counter-indications and risks. But the page did not show this immediately .
A better search including autocomplete, and a brand new search algorithm.
New unified search results page showing everything and new filters.
New drug page with a better hierarchy and new interactive widgets to check interaction and dosage.