Helping oncologists explain to cancer patients that cancer does not need to eb a death sentence
Project Summary
I was hired by EVI, the nation's biggest B2B commercial laundry equipment distributor. EVI had partnered with zNode, a prominent e-commerce platform specializing in distributor services. EVI's website featured an extensive SKU assortment of 200,000 items.
My tasks included:
Conducted user research (interviews, personas, and user journeys) and leveraged AI (Claude.ai, Javis.ai) to augment research to uncover deeper customer insights and pain points.
Designed the information architecture and taxonomy of the site, with a combination of traditional strategy (content strategy, and card sorting) with AI tools to analyze user data and optimize the navigation.
Rapidly iterated on visual designs, and presented to stakeholders.
Project Details
Role :
User Researcher
Content Strategist
Product Designer
Duration :
10 weeks
Tools :
Miro, Figma
Challenges
User Experience
User Research
At Salesforce, I led a team of designers and IOS developers on a significant project. Genomic Health offers cancer assay testing for breast and prostate cancer and gives valuable information to oncologists for personalized care decisions.
My team helped develop an iPad app that made it easier for oncologists to discuss treatment options and success rates with patients during a challenging and emotional time. We aimed to provide important and easily understandable data to both oncologists and patients.
Through research., we found the key feature or the application was for the oncologist to use as an aid to show cancer patients that cancer is not a death sentence.
Results
200% increase in patient understanding
58% increase in patients able to explain results to loved ones
The improved experience resulted in acquisition
Solution
During the development process, we used a standard double-diamond ux process to ensure the project timeline was on time and to make sure the right goals were achieved:
Phase 1: Understand
We conducted user research with both Oncologists AND patients to better understand their needs and wants.
Phase 2: Define
Based on the research, we developed requirements for the application collaboratively with design and development(Salesforce & Genomic Health), as well as the product owner.
Phase 3: Development
Based on the requirements, our design team created wireframes and visual designs and, after review, provided them to the development team, who worked with the internal Genomic development team so they could manage the application post-launch. Our Design team worked hand in hand with the product owner and oncologists to provide the proper infographics.
Phase 4: Finalize
We worked with Genomic’s internal QA team and soft-launched the iPad application as a beta. During the beta, we saw a 200% + increase in patient comprehension and understanding of the results.
The product manager told us, that the application, updated process, and improved patient experience was a primary reason why Exact Sciences acquired Genomic Health.
Research
While working with seriously ill patients, I believed it was important for our development team to truly understand and connect with patients by conducting research. During the research, we discovered that patients faced difficulties in conveying their diagnosis to their loved ones and that cancer doesn't always mean death. With these findings, we understood the need for content that would help patients explain their diagnosis to their loved ones more effectively.
Conducting user research with cancer patients requires a sensitive and empathetic approach, as they are grappling with a life-threatening illness and may be experiencing physical, emotional, and psychological challenges. The primary objective of the research is to understand the needs, preferences, and pain points of patients undergoing breast cancer treatment, which can inform the development of a more user-friendly and useful iPad application.
One effective method for gathering insights is through in-depth interviews with patients who have recently undergone or are currently undergoing breast cancer assay testing. These interviews should be conducted in a comfortable and private setting, allowing participants to openly share their experiences, concerns, and suggestions for improvement. It is crucial to approach these interviews with empathy and compassion, recognizing the emotional toll of cancer diagnosis and treatment.
By listening to the voices of cancer patients and gaining a deep understanding of their experiences, and challenges, we could identify opportunities for improving the usability, accessibility, and overall experience of the application. testing. We also found that it wasn’t just about ensuring oncologists had the right information to share with patients, but they also needed a way to explain the assay testing results to their loved ones and caregivers.
The research process was a combination of explorative user interviews and observational research.
Shadowing patients during their testing procedures yielded invaluable insights into patient concerns and questions the application needed to help explain. This approach allowed us to witness firsthand the physical and emotional experiences of patients, as well as identify potential areas of friction or confusion.
We also had to navigate the challenges of conducting research with patients and dealing with HIPPA. Throughout the research process, it was essential to maintain strict ethical standards and prioritize the privacy and well-being of participants. Obtaining informed consent, ensuring confidentiality, and providing emotional support resources was the standard process.
UX
We spent a good deal of the project iterating on concepts, building interaction flows, and wire-framing and figuring out which data visualizations were appropriate to help the oncologists tell the story of the patients specific cancer issues..
Design
Here are a few of the final designs of the application.
