Client:
AstraZeneca Pharmaceuticals

Product:
Full website redesign

My Role:
I was the Senior Art Director for the project and was heavily involved in both preliminary concept generation, lead interaction design and visual layout for the modular content and experience states, which included video players, interactive forms and quizzes, and FAQs.

Problem:
The Bydureon team needed to redesign the consumer website to sync with a recently filmed new TV commercial. The overall feeling was that the old site was too cold and clinical. In addition, we were tasked with building the entire site from content modules so that it was fully scalable across AZ brands and would allow for very specific media targeting and metrics. 

Audience:
Bydureon BCise patients have type 2 diabetes and have trouble keeping it under control with diet, exercise, and oral medicines. Like most people, they are busy and always on the go, so a once-a-week injection to regulate blood sugar suits their lifestyle better than a daily injection.

The Solution:
Based on the new videos, we knew that this brand should take on a more friendly tone both from a visual and copy standpoint. We were able to start from scratch making mood boards, refreshing the color palette and typography, and simplify the information for users.

The modular build allowed us to make important adjustments to the organization of content across multiple pages and streamline the user experience. Specifically, we used animation to emphasize high-valued actions without disrupting the user’s scroll down the page, provide contextual FAQ answers, introduced interactive quiz modules, and inline copay registration.

Project Details:
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Outcome:
This site launched in early fall 2019 and was a big success. This was the first attempt at using a modular build strategy. Because AZ has their own internal Dev teams, we knew that applying this structure and some solid UX principles would scale really well and will lead to shifts in content organization for multiple brands in the future, which will allow people to find the information they need faster.

Lessons Learned:
This was the first time I’d ever worked on a pharmaceutical brand site knowing that modular design was one of the goals we were aiming for. It wasn’t my first time collaborating on a project like this, but it was one of the more complex systems due to all of the variation in content and types of modules needed. However, with the exception of a few hiccups, the process was fairly simple looking back and I think that was due to organization. We knew from the start what kinds of content we had and what type of module it would need to be placed in. Sure, there were times when we changed the order of things on a page or moved something, but because it was a module, we could do it easily. I can only imagine how much better it would have been working direct with a Dev team on site, but now that this structure is solidified, future adjustments will be even easier.