GSK Medical Affairs: Leading a Comprehensive Website Redesign to Enhance User Engagement and Industry Standing

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Overview
Problem
Solution | The Process
Impact
Role & Tools
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Overview

GSK Medical Affairs sought to overhaul their existing website to better serve healthcare professionals by providing intuitive access to critical resources and information. The project spanned from initial research and discovery phases to full UI design and ongoing implementation, with a focus on creating a leading example for HCP and medical affairs websites.

Problem

The previous website faced several challenges:

  • Outdated Design: The site did not reflect modern design principles, making it less appealing to users.
  • Complex Navigation: Users found it difficult to locate pertinent information efficiently.
  • Lack of Engagement: The platform struggled to maintain user interest, leading to lower interaction rates.

Solution | The Process

User Research and Discovery:
  • Conducted extensive stakeholder interviews and user testing sessions to gather insights.
  • Performed competitive analysis to identify industry benchmarks and opportunities for differentiation.
User Flows, Architecture, and Site Mapping:
  • Developed a new site architecture to improve navigation and content discoverability.
  • Created detailed site maps to visualize the structure and ensure a seamless user journey.
  • Defined clear information hierarchies based on user needs and business goals.
Wireframing and Prototyping:
  • Developed both desktop and mobile prototypes to ensure a responsive design.
  • Iteratively tested prototypes with users to refine the user experience.
User Testing and Feedback
  • Established a process for ongoing iteration, adding features and enhancements based on user feedback and analytics.
Design and Implementation:
  • Created a comprehensive build kit, including UI elements, grid systems, assets, and interaction annotations.
  • Collaborated closely with the development team to ensure seamless implementation.

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Impact

The redesigned GSK Medical Affairs website has significantly improved user experience, allowing healthcare professionals to navigate the site more intuitively and find information with ease. The modern design and enhanced functionality have led to increased user engagement, with higher interaction rates across key areas. Additionally, the platform has gained industry recognition as a leading example in the medical affairs community, setting a new standard for usability and accessibility in the healthcare space.

Role & Tools

As the lead designer, my responsibilities included:

  • Driving the design process from research to implementation.
  • Facilitating collaboration between internal team members and client stakeholders.
  • Utilizing tools such as Figma for design and prototyping.
  • Overseeing user testing sessions to inform design decisions.
  • Collaborated for about 1 Year after Launch on Updates and additional needs.

This project not only enhanced my expertise in healthcare UX design but also reinforced the value of continuous collaboration and iteration in creating impactful digital experiences.