Pulse: A Product Design Case Study
Focusing on my design process at Komodo Health
On my first day at Komodo Health, I had learned about the two established products that helped grow the business exponentially in previous years. Yet, there were more opportunities to create diverse products based on their healthcare mapping data. Customers had seen a gap in timely and relevant data with the existing products offered.
Team and Role
I had joined the Pulse Nest at Komodo Health as the sole Product Designer on the platform, which included a dedicated Product Manager, Program Manager, Lead Engineer, with a number of Developers and Data Scientists.
My role with the team as the dedicated Product Designer was to create and end-to-end design of two separate platforms within Pulse. One internal tool to help developers with monthly data delivery, as well as a customer facing dashboard and insights platform. We were only given a 6 month window from inception to delivery.
A larger number of users within the Komodo Heath products included Medical Affairs and Sales Representatives within the Pharmaceutical industry. We saw an opportunity to not only reach these users, but extend to Marketing, Life Sciences, Medical Science Liaison, and Non Personal Promotion teams.
While there were user centric needs, it was discovered that clients had suffered from the same user centric issues across the other products like usability, stickiness, time of use, engagement through report generation, etc. Our other products were seldom used, with some users logging in only a few times a month. We wanted to create a product that allowed them relevant and timely data on a weekly, daily, and possibly real time basis.
Interviews with current or potential clients allowed our team to understand the customer needs in an alert based product. As well as some competitive differentiators that could be used to our advantage. Internally, we interviewed teams with experience from competing companies. That allowed us to have an idea of how these type of platforms worked, as well as their pain points in User Experience.
Once our team as able to create PRDs based off of the qualitative feedback from these interviews and competitive analysis, we were able to determine a list of features necessary to create a product. The above site map and feature roadmap diagram displays the intended roll out for the MVP, P1, and P2 phases. As well as plot out how we wanted the User Experience to flow.
Low Fidelity wireframes were created to get a gauge of where the direction of the User Interface was heading. We were able to take early wireframes and validate the User Experience of the platform with internal teams. Getting feedback from Stakeholders, as well as testing usability for some basic task completion.
We determined for the MVP that users wanted to interact with a geographical map of alerted HCPs (Doctors) to help coordinate sales teams. Users needed data visualizations based on weekly alert metrics to strategize and target marketing messaging. As well as the ability to generate weekly reports for a more customized way to position their alert data internally. A User Interface for the customer facing dashboard was created and went through feedback rounds to hone in usability.
Various elements of navigation like dropdown menus, modal windows, button states and Icons were inspired by Google Material Design. Incorporating methods such as clear spacing of selections, color contrast, and soft box shadows.
Elements within data visualizations helped give more granular details on metrics for users.
Design system elements aligned with other products Komodo Health provided to their clients. Each product was meant to have thematic colors that were unique to each product, yet utilized similar font ramp styling and iconography. This was an approach that tied to similar examples such as the Adobe Creative Suite and Google Apps.
At Komodo Health, it’s all about Healthcare mapping. So front and center is a geographic map for users to interact with to determine where their alerts are coming from. Once a larger area of specific treatments are determined, sales reps or messaging can be targeted at the regional level. Color hues were also used to determine the where the larger number of HCPs were within a certain region.
Color hues were also used to determine the where the larger number of HCPs were within a certain region. Once a larger area of specific treatments are determined, sales reps or messaging can be targeted at the regional level. For even more granular details, pin points can be selected to learn more about the alerted HCP.
Users needed a way to visualize their weekly alert data. We created metric charts to display newly alerted HCPs compared to all alerted HCPs received in weekly, monthly, quarterly, or yearly terms. Users could also navigate through a number of metrics types such as Number of Alerts, Number of HCPs, and Number of Patients. As well as sub categorizing those metrics to an alert category (treatment stage).
Once a beta prototype was developed, we were able to conduct user testing internally within our engineering and customer sales teams. Both quantitative surveys, as well as qualitative live testing were done to insure the product was moving in the right direction. The prototypes were given high marks for its clean and clear interface, as well as feature sets unavailable in competitive products. Users were able to complete 8 out of the 10 given tasks to complete. We were able to surface out usability issues such as how time and date configuration effected overall metrics. As well as changes in the geographical map to include HCP contact information from other products post MVP.
Takeaways and Success Metrics
Upon early results of Beta Testing with prospective clients such as Alexion and Avexis, we were able to determine a number of success metrics early on. Through follow up surveys after a month of testing, we found a majority of users with positive overall experiences at a 4 out of 5 rating.
While ranking the importance of features between the Healthcare map, Alert Metrics, and Alert Highlights (reports), users found the map to be useful but lowest in priority. While the feature was important from a regional sales perspective, this lead us to look at changes in the dashboard feature hierarchy.
From a qualitative standpoint, there was a large request for more impact and insights reporting of alert data. This allowed us to prioritize impact reporting for post MVP releases.
The platform was released in Q3 2020 after revisions were made based on the feedback we received. A number of enhanced features were planned in staged releases in the later quarters of 2020.