Pfizer Xalkori eDetail Aid
Sale Support Tool for Anti-Cancer Drug for
Non-Small Cell Lung Carcinoma
User-Centered Design
Government Design System (GDS) Compliance
Collaborative and Iterative Prototyping
Project Definition
Pfizer is an American multinational pharmaceutical corporation. XALKORI® is a cancer medicine used on its own to treat adults with a type of lung cancer called non-small cell lung cancer (NSCLC) when the disease is advanced.
It is used if the NSCLC is ‘ALK-positive’, which means that the cancer cells contain certain changes affecting the gene responsible for a protein called ALK (anaplastic lymphoma kinase).
It is also used when the NSCLC is ‘ROS1-positive’. This means that the cancer cells contain changes affecting the gene responsible for the protein ROS1.
We have been requested to produce an eDetail sale support tool to be used in the field. Sale representatives were going to use this tool to train HCPs about product and efficacy of treatment with updated data.
The Challenge
To create an effective impact on HCP, content and visual language must be clean, easy to understand and aligned with brand guidelines. Also for the viewer engagement, there must be animations and interactions embedded to the content.
The project covered the development of content, interactions, animated data presentations. One of our main objectives was to create appealing data visualisation while keeping HCPs up-to-date on the latest Xalkori data based on overall survival (OS) records.
My Role
As a user experience design designer, I started from scratch by understanding the treatment process by working with subject matter experts. According to the content framework, I created information architecture and defined the flow and navigational structure. In further steps, creating wireframes / low fidelity designs was helpful for getting client approvals and prototyping with high fidelity designs including transitions and animations were effective for working with internal and external stakeholders and texting the concept. I also delivered a functional specification document for the development phase.
My Approach
Working with sale representatives, doctors, medical copywriters, SMEs and project manager, we conducted research about client’s previous product release experiences, explored patient and treatment-related problem areas, existing user segmentation and expectations.
Problems and Solutions
Xalkori eDetail completed in a tight time frame and started to be used by sale reps in order to promote the product’s effectiveness and sharing statistical data about the treatment process. We created a visual language based on brand colours and guidelines. Our product released for tablet devices.