Case Study | M6-C 5 Year Data
1 | Overview
Orthofix just released its 5-year data from a clinical study on the M6-C artificial cervical disc. The aim of the project was to develop a distinctive, interactive experience to highlight the study's findings and captivate surgeons. Additionally, it served as a response to some negative press circulating about the M6-C, aiming to counteract any misconceptions.
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 was quite fast-paced and time-sensitive, leaving little room for extensive strategizing. To gather insights about the target demographic and their behaviors, I relied heavily on input from the product managers. The clinical department provided an extensive dataset, which I promptly segmented into more digestible chunks of information. With these divisions in mind, I proceeded to create sketches to visually reinforce my decisions and garner support from stakeholders.
Sketches
I began with rough sketches and refined them until the stakeholders and I were both happy with the overall design. After the sketches, I moved on to putting digital pen to digital paper.
Round One
Round Two
Round Three
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.
Real World Results
The information in this section focuses on the global results for the M6-C.
Statistics
I consolidated the statistics into a single, easily digestible chunk, ensuring that the main numbers were presented clearly and succinctly. The goal was to make the information readily accessible and understandable, allowing stakeholders to grasp the key figures quickly.
5-Year Results
I created a dedicated section for the VAS, SSI, and NDI information, presenting it in a chart format to enhance readability and organization. By breaking down the data into separate classes and providing visual representations, users can focus on one set of information at a time and better contextualize its significance. This approach simplifies comprehension and allows users to make informed assessments more effectively.
M6-C Breakout
Noticing a gap in the page's content regarding the structure and components of the M6-C device, I developed a breakout section to highlight its materials and composition. This addition not only demonstrates the device's capabilities but also showcases its best qualities to users.
Patient Stories
As I was nearing the completion of the page, I decided to conclude with images of real M6-C patients. By linking these images to patient stories, I aimed to add credibility and inject a human touch into both the product and the page. This strategy helps potential users connect with the product on a more personal level. This section also has a button that takes them to the product website.
Footer
Now that all the study information and product details are integrated into the experience, the last touch was adding the footer. I kept it consistent with Orthofix.com's branding and included all the necessary references and external links for a polished finish.
4 | Success
The M6-C interactive infographic has been incredibly successful, boasting a 46% clickthrough rate and a 14% outbound click rate. Its impressive user engagement and lead generation have earned it recognition as an award-winning piece. In 2022, it received platinum at the MarCom Awards, and it followed up with another platinum win at the Hermes Awards in 2023.