latuda.com
Client:
Sunovion Pharmaceuticals
Product:
Website redesign
My Role:
I was the veteran Senior Art Director on this brand and played a key role in the overall visual design of the site. The goal was to build a more modern and simplified experience, allowing users to self segment to find specific content modules faster. We were given existing print campaign materials, and had to audit and determine how they could be used digitally to establish consistent visual styles.
Problem:
Latuda was scheduled to go off patent, but ended up with an extension. This unexpected news meant that we would have the opportunity for a clean slate rather than be limited to just periodic content updates. We started by doing a full content audit and brainstorming how we could tell more of a patient focused story and how we could apply new thinking to the user experience.
Audience:
Latuda is a bipolar depression drug also indicated for schizophrenia. Research tells us that consumers usually fall into one of three audience segments: undiagnosed patients, diagnosed patients, and patients or caregivers that need support.
The Solution:
A full site overhaul that put the people first. We were able to focus on leveraging existing patient testimonial stories and segment visitors into three pathways: those who were not yet diagnosed, those currently on Latuda, and people who needed specific support materials. Because of these three user flows, we were able to use progressive disclosure to only offer consumers the information they needed at that particular time in their journeys rather than hit them with the whole kitchen sink at one time and overwhelm them, which is a mistake that a lot of pharmaceutical brands will often make.
Project Details:
Click or tap an image to read additional details.
Outcome:
This site launched in November 2019 and our clients are extremely happy with it. We hope to see big jumps in ad performance and traffic. In addition to the site, we have also launched a corresponding digital campaign to support, including display, social media, and custom email streams. It not only looks like a huge upgrade from where it was, the information is far more organized than ever before, and we expect consumers to get information much faster.
Lessons Learned:
I’ve been involved in a lot for this brand over the last several years, but I think this is the most significant shift that I’ve seen. We expect that the numbers will tell all when we have some analytics, and may even win some awards, but I think one of the most important things to keep in mind was that, as a consumer site, the consumer should be priority number one and we needed to keep it simple. There are so many sites out there where brands just bombard people with data, TV commercials, stats, messaging, etc. and it really does little more than confuse people and have them not be able to find what they need. Also important to note that we really didn’t have a lot of new content, but we were able to display it in a much more streamlined way for specific groups within the audience and it left people with a totally refreshing and new experience. You can make massive improvements with the same content with some good user-centered design.
