Benlysta Campaign

 GSK created the first biologic approved to treat systemic Lupus erythematosus (SLE). 

 

 

 

 

 

Creation of a Digital app to diagnose, educate and monitor Lupus

The app featured critical information and the navigation was broken down into six main patient categories including mechanism of action and study designs.

 

Problem

To properly diagnose and monitor Lupus you have to identify the symptoms for optimal treatment outcomes.

Lupus takes its name from the Latin word "lupus", meaning wolf.

 

The strategy behind a better UX and UI for this new app was to focus on its ease of use considering the amount of information involved in a softer more inviting way.

 

 

My Role

As the Product Designer/Manager and UX/UI lead, I supplied wireframes and final designs for mobile web and desktop. To better understand our customers, I also conducted research and user testing. Our team consisted of a product manager, a frontend developer, UX, UI and a backend developer.

 

Understanding the Problem

With quantitative research, we received from GSK and KOL's in the industry backed by science, in addition to qualitative research and testing that we did with physicians through surveys and diaries/ logs. We found key pain points and barriers to properly diagnose and determine the clinical assessment and care. The digital app was created for an audience so the Benlysta story could take the audience (patient and physician) through all the key points and features behind the product. The app was first introduced at the ACR tradeshow.

 

Solutions

A series of personas that became the patient profiles were created through research and findings that help diagnose and determine the clinical assessment and care of a patient with Lupus. Moving forward with the aforementioned findings, I created wireframes with my recommendations:

 

Rather than patient photography, the campaign imagery uses a painterly style.


- Re-order of the navigation into six main categories

- Rework the current treatment program and clinical outcome section

- Clean up the UI


- Strategize on information hierarchy and rearrange accordingly

MOA and Disease State Interactive Experience

The solutions for understanding and diagnosing Lupus were carried out not just in an app but as a digital display that was featured at trade shows. This fully immersive experience allowed sales reps to interact with physicians via full multimedia, multi-touch point experience. The personas now profiles on patient types were created to help identify symptoms and make more accurate diagnoses, including exploring medications, standard therapies, history of disease activity, and organ involvement and hematology.

MOA Interactive Video

Creating an MOA video on molecular science can take you on an inner space journey where creativity needs to come to the front. The video and kiosk created another great touch point for the sales rep to interact with the trade show attendee.

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© 2019 Timothy J Brennan

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