Zirtec
Zirtec
Data-Driven Allergy Management App
Data-Driven Allergy Management App
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Project Overview
Project Overview
My team was asked to overhaul an existing mobile application that was rapidly losing users to make it collect user data to drive sales for over the counter allergy products and grow market share.
Project Problem Statement
Project Problem Statement
How might we pair Small Data with Behavioral Science to create tools that go beyond a weather forecast and marketing medication toward helping people manage their allergies?
How might we pair Small Data with Behavioral Science to create tools that go beyond a weather forecast and marketing medication toward helping people manage their allergies?
My role
My role
- Lead concept development
- Synthesize research
- Define Experience Strategy
- Design User Experience
- Design Oversight (Creative Direction, Content Strategy, UX & UI, Brand Application)
- Facilitate Workshops
- Project Planning, Scoping, Team Building & Management
Tools & Methods
Research: Design Thinking, Contextual Inquiry, Interviews (UserZoom & In-Person)Design: Figma, Adobe CSTools & Methods
Deliverables
Deliverables
- Experience Strategy
- Qual. & Quant. Research Synthesis
- Product Concepts
- Heuristic & Landscape Evaluations
- System Architecture & Logic Model
- Journey Maps
- Clickable Prototype
Team
Team
- Senior Manager, Digital Experience Design (Me)
- Sr. Visual Designer
- Sr. Research & Development Specialist
- Data Analyst
- Behavioral Scientist
- Agile Development Team of 6
- Product Manager
About the business
Industry: HealthcareMarket: United States & CanadaSize: ~180,000 employeesHQ: New Brunswick, NJSpecialties: Consumer packaged goods / OTC DrugsAbout the business
Project Problem Statement
Project Problem Statement
How might we pair Small Data with Behavioral Science to create tools that go beyond a static weather forecast and toward helping people really manage their allergies??
How might we pair Small Data with Behavioral Science to create tools that go beyond a static weather forecast and toward helping people really manage their allergies??
Research & Development Activities
Research & Development Activities
Behavioral analysis of allergy sufferers through secondary clinical research
Technical landscape analysis of the available pollen trackers, weather stations, and other related data sources
Observing and interviewing patients in a trial group
Surveying 10,000 people who suffer from frequent allergy attackes
Features were defined against a clinically tested behavior change intervention plan
Feature concepts were co-created with patients and organized into a rough UX
Our insights
Our insights
Most users don't understand what a pollen forcast will mean for their symptoms, and if they do it isn't really providing the context they need to know what to do.
After interviewing some severe-allergy suffers, we found that they needed help understanding how their symptoms would be affected by hourly changes in the forecast and what to do about it.
Our hypotheses
Our hypotheses
If we aggregate data from our users with data from a variety of APIs, we could serve content that helped them overcome specific challenges in the right moments.
If we aggregate data from our users with data from a variety of APIs, we could serve content that helped them overcome specific challenges in the right moments.
We then created a universal patient journey identifying opportunity spaces for feature epics.
We then created a universal patient journey identifying opportunity spaces for feature epics.
From here we mapped weather and population data from 3rd party sources and symptom data from anonymized users to our proprietary intervention plan.
Combining these with standard ENT treatment protocols allowed us to understand which data would be effective in creating useful insights for a user.
System logic that allows data to drive the experience
The design team facilitating a design thinking workshop with J&J R&D and J&J Technology to map data sources to the user journey
Feature Epics organized into an experience map. Green is the free experience using generic population data. Pink is a gated section for personalized treatment and HCP communication
We determined that tracking symptoms, environmental data, and particular determinants to user success would give us a picture of a user that we could compare to the population to recognize patterns.
Those patterns became the triggers we would use to serve content. The only things left to do before designing the user interface were to figure out what content would be meaningful, and test the scenarios.
The spine of the user experience strategy
We then tested our ideas to see how users responded and refined the work until it passed usability testing.
We then tested our ideas to see how users responded and refined the work until it passed usability testing.
With the user experience defined, we created a prototype to put through clinical trials.
With the user experience defined, we created a prototype to put through clinical trials.
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