Case Study | CervicalStim Whitepaper
1 | Overview
Orthofix’s bone growth therapy products are some of the most successful and well-received products of their kind on the market. This is in part due to the hard work of the stakeholders over that business unit and how passionate they are about their products. I came on to this project fairly familiar with the bone growth therapy products and the team, so I was able to hit the ground running by identifying their needs for this campaign. This experience is the first in a set of planned experiences, each one highlighting a different BGT product and data from their respective whitepapers. The goal for this experience was to get users (surgeons) to read the latest data on a known successful product that uses trusted technology.
Roles:
UX Designer
Visual Designer
Interaction Designer
Responsibilities:
Interviewing stakeholders
Creating a look and feel
Creating sketches and wireframes
Developing the design system
Troubleshooting technical issues
2 | Strategy
This project developed over approximately six months and went through an extensive design process as this was the first interactive experience the bone growth therapy stakeholders had ever initiated. It was a great learning experience for both me and the stakeholders since I was very familiar with the team and enjoyed working with them, but had never had the chance to work with them on any kind of interactive experience.
Sketches
The stakeholders took a look at some templates provided to them and roughed out what information they wanted to include as well as where they thought it should be included. I took this preliminary sketch/information and attempted to modify it to better showcase their product.
Round One - At project kickoff, one of the stakeholders presented a rough arrangement of the content based on a template they had seen. This provided insight on the content they wanted to showcase, however, it was not the right format for the intended experience.
Iterations - I kept in contact and reviewed with the stakeholders all throughout the process. I tried to limit the amount the experience changed at each step so as not to overwhelm or distract the stakeholders. I focused on one section or one module at a time and when everyone was happy with that I moved to the next.
Header (V1, Final)
How PEMF Works (V1, V2, Final)
Round Two - The stakeholders seemed to be having a hard time figuring out how to tell the “story” of the experience. I arranged an in-person meeting to collaborate with them in real time and talk through what they were trying to convey to the users.
Percentages Callouts (V1, V2, Final)
Round Three - After confirming the flow of the experience at our in-person meeting, I created several quick sketches of the experience, including possible modules showing the data they were wanting to highlight. I scheduled another quick in-person meeting to review and take notes as well as confirm the exact pieces of data as well as the hierarchy of their importance. After this meeting, I began building the experience on the computer and iterating on various modules of the experience.
3 | Sections
I divided the information up in to easily digestible chunks that addressed certain themes with in the clinical data.
The first section I tackled was the top navigation section. I tried to create something that would pull in a user but also give them a quick way to navigate to the information they were searching for. The solution I created was to use anchor links located near the introduction so that the user knows what data is available when they first enter the page.
Introductory Claims
In discussing with the stakeholders I suggested the experience start out with a few claims that speak to the product’s credibility and success. This is to let users know right away that this is a product that is proven effective and trusted within the industry.
The experience opens up with one of the claims that is considered a cornerstone of the product benefits.
It then advertises two claims showing support by an accredited entity within the industry as well as touting the success of the product itself using the numbers of devices prescribed.
Clinical Data
Within the whitepaper there are several charts of clinical data which were the driving force behind the stakeholders wanting this experience to begin with. I knew I wanted to present them in a way that kept users engaged, but did not distract from the data. To do this, I leaned on a staple in data visualization: the bar graph.
I chose a simple horizontal bar chart to give a clear understanding of the patient demographics.
However, since the fusion rates were separated into both Groupings and Number of Risk Factors, I created a more interactive module to distinguish between the two different views of the data. This allowed all data to be present in the familiar formats users would be searching for while not having visual clutter that would distract from the data itself.
The stakeholders noted specific statistical data about the success of the product that they wanted called out more noticeably. To do this, I added some fade-in and wiggle animations as attention getters to bold visuals that highlighted the percentages the stakeholders wanted to be prominent.
PEMF Technology
Part of the stakeholders’ mission is to inform users of how the technology within the product works to aid bones in healing. Using existing documentation I created simple, interactive sliders for the users to engage with in order to drive knowledge retention. Each slider is quick to uncover a succinct description of what the technology does and a button below the sliders drives traffic to the bone growth therapy site which will then be reflected in the website’s analytics.
Footer
The footer contains links that give users the option of being taken to the home page of the bone growth therapy site, or deep linking directly to the CervicalStim page within the bone growth therapy site.
It also contains the references, a link to download the PDF of the whitepaper, and a link to the home page of Orthofix’s website.