Overview.
The Product
The entry point to J&J’s new PAH treatment OPSYNVI. OPSYNVI is a first-in-its-class 2 in 1 treatment for PAH. PAH patients have to take multiple medications for their condition, but OPSYNVI would take out some of that burden.
The Ask
A 0-1 web experience that allows users learn more about this treatment, how to get it, efficacy and trial data, and helpful external resources to get them started.
Level-Set.
J&J provided us with research and analytics from their other two PAH medications OPSUMIT and UPTRAVI. We distilled this information, conducted audits of these sites and close competitors and used our findings to set up our concepting phase. Both OPSUMIT and UPTRAVI sites performed well, but we saw opportunities to beef up educational information and drive home the importance of this new treatment.
We worked closely with content strategy and put an emphasis on the visualization of complex content and data.
Some preliminary organization of research, content strategy and concepting. Includes site mapping, user journey.
Where to Focus?
1.
Data Visualization
PAH is a complex disorder. The presentation of data and education could be communicated much better through the use of visualization.
2.
Creating Trust
PAH is a progressive disorder that leaves those affected in and out of the hospital on a frequent basis. It can be quite a harrowing diagnosis. We wanted to create a welcoming experience for those affected.
3.
An Educational Experience
We realized that patients reacted quite positively to useful education about the treatment, side effects, and support resources.
Initial wireframes illustrating important data visualization points.
Wireframe Development.
To make the information more digestible, we took the opportunity to visualize data whenever possible using simple charts, graphs, and illustrations.
Even in the wireframe phases we made sure to draw inspiration from sites away from the pharma industry to create a more welcoming experience for users and to create more familiar browsing patterns. The user would also have access to information ranging from the disorder itself to treatment information and financial support.
