Overview
The GSK web and iPad app redesign project, undertaken in collaboration with Digitas Health, focused on enhancing the user experience across GSK's digital platforms, particularly the Nucala websites and the USXF platform. The primary objectives were to improve communication with stakeholders, streamline development processes, and create a best-in-class user experience.
Challenges
Fragmented User Experience: The existing GSK web presence lacked cohesion and presented a disjointed experience for users, hindering effective communication and engagement.
Inefficient Development Processes: Lengthy development cycles and inconsistencies across platforms posed challenges for GSK's internal teams.
Suboptimal User Experience: Navigation, search functionality, and overall usability on both desktop and mobile platforms required improvement.
Outdated USXF Platform: The USXF platform needed modernization to align with current best practices and user expectations.
Goals
Enhanced Stakeholder Communication: Create a unified and engaging digital experience that effectively tells the GSK story and fosters better communication with key stakeholders.
Streamlined Development: Implement a design system and standardized components to reduce development time and inconsistencies across platforms.
Improved User Experience: Optimize navigation, search functionality, and overall usability to provide a seamless and intuitive experience for all users.
Modernized USXF Platform: Update the USXF platform to enhance its capabilities and ensure it meets the needs of both internal and external users.
Process
- Discovery and Research: Conducted stakeholder interviews, competitive assessments, analytics audits, content audits, and SEO strategy assessments to gain a deep understanding of GSK's challenges and opportunities.
- Foundation Setting: Defined success metrics, developed a content strategy, established UX definitions, outlined an analytics measurement approach, and conducted a technology/creative alignment workshop to ensure project success.
- Creative and UX Development: Collaborated with creative and UX teams to develop prototypes, refine content, and produce assets, while also creating a comprehensive style guide.
- Stakeholder Reviews and Approvals: Engaged stakeholders throughout the design process to gather feedback and ensure alignment with business objectives.
- Creative File Handoff: Delivered a complete package of style guides, creative/UX specifications, manuscripts, and assets to facilitate smooth implementation.
- Post-Handoff Activities: Provided ongoing support through creative UAT/consultation and training to ensure a successful launch and adoption of the new design system.
Solutions
Human-Centered Design: Applied design thinking and a human-centered approach to understand the needs of all stakeholders and create a user-centric experience.
Unified Experience: Designed a cohesive and elegant user experience that strengthens the GSK and Nucala brands and enables visitors to accomplish their tasks easily.
Centralized Capabilities: Developed a robust and scalable solution that empowers GSK to manage and optimize its digital presence efficiently.
Agile Process: Employed an agile methodology to streamline design and development cycles, maximizing efficiency and collaboration.
Simplified Interface: Focused on creating a simple and intuitive interface that prioritizes ease of use and accessibility.
Results
Elevated Clinical Content: Redesigned the HCP experience for Nucala to highlight clinical content and resources, improving user engagement and information accessibility.
Enhanced Navigation: Implemented an optimal navigation pattern based on primary research and quantitative analysis, resulting in a more intuitive and user-friendly experience.
Improved Accessibility: Addressed accessibility issues to ensure that the website is inclusive and usable for all visitors.
Streamlined Development: Created a design system and standardized components that significantly reduced development time and inconsistencies across platforms.
Project Summary
The GSK web redesign and USXF platform project successfully addressed the challenges faced by GSK, resulting in a more unified, user-friendly, and efficient digital experience. By prioritizing user needs, streamlining development processes, and implementing a human-centered design approach, the project delivered a best-in-class solution that empowers GSK to effectively communicate with stakeholders and achieve its business objectives.
HEALTHCARE Web & APP Redesign: A UX Case Study
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