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Increasing patient referrals to relevant trials
2022
I redesigned the interface of landing pages for doctors referring patients to clinical trials, leading to a doubling in conversions over 2 months. Increases in conversions mean savings in terms of time and money in recruitment for clients and a higher likelihood of patients finding potentially more suitable care.
Role: Product Designer
Design Time: 4 weeks
Tools: Figma, Zeplin
Context
An opportunity to reduce customer costs by increasing conversions
ClinOne’s Trial Awareness B2B product notifies doctors and other healthcare professionals of relevant clinical trials for their patients via email. These emails link to landing pages listing research sites seeking patient referrals. Converting doctors to refer their patients significantly cuts costs and reduces the manual effort required by researchers to recruit and retain patients for long-term, expensive trials. It also means patients can more quickly access trials that are relevant to their medical needs.
Communicating with stakeholders before, during and after design
Before ideation and prototyping, I coordinated with our Technical Lead, Product Manager, and Subject Matter Expert to discuss the opportunity. During the design process, I provided daily updates on ideation to gather feedback on design efficacy and potential developer challenges.
After usability testing various options, I communicated the most effective designs to stakeholders. I then created detailed handoff documentation for developers and addressed their questions during sprint ceremonies. Post-launch, I collaborated with Product Managers, SMEs, Account Managers, our Technical Lead, and a Data Analyst to review the redesign's performance and identify further improvement opportunities.
There was a leap between the prior iteration to the final exploration. In between, we released a version of study locations following the path of the prior iteration that created results like an increase in conversions.
Problem
How can we help users more quickly decide to contact a research site?
Users were unable to refer patients to individual locations - From my secondary research, I learned that healthcare providers wanted to refer patients to trusted clinical research sites or sites that were closer to patients but lacked a way to choose a specific site. Instead the previous iteration automatically sent their The previous site design automatically sent referral forms to the nearest site, which wasn't always the provider's preferred option. In the previous iteration of the site,
Users unable to view a trusted point of contact - I also learned that doctors want to know who manages each clinical research site, but this information was not displayed on the site.
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This was the final prototype. Study Locations indicate the site and the responsible person, giving practitioners peace of mind and flexibility in referring patients to the most relevant site.
Solution
Help users find and refer patients based on their decision-making frameworks
After exploring various ways to display multiple study locations, I created a high-fidelity prototype with a clear information hierarchy for each study location. This design helps users refer patients based on factors like proximity to the patient, institution reputation, and the principal investigator associated with the site.
Preventing abandonment while contacting a site
To eliminate delays in contacting a site, I nested the contact form within each Study Location. Instead of a dropdown list of recipients, users can browse options and directly access the form for their chosen location. This prevents clutter and confusion, ensuring a seamless contact process. I made this design decision after assumption testing by testing the usability of the designs.
I started with "napkin sketches", increased the fidelity over time and designed and iterate on custom components for the organization's design system
Results
Increased conversions
Even without the final exploration released - just by releasing a Version 1 - we saw increases to conversions!
Reduced costs to recruit clinical trial participants
These conversions are vital to clients. Specifically, they reduce how much time and money it takes to recruit participants which is incredibly expensive (industry expectations can be around $6,500).
Patients get quicker access to more relevant care
The faster a conversion, the faster a patient might get access to a clinical trial that's might be more helpful than the current standard of care that a healthcare provider can offer.
