DEVELOPING AN INTENT BASED ONBOARDING EXPERIENCE FOR AMIO’S EXPANDING AUDIENCE
CONCEPT DEVELOPMENT / USABILITY TESTING
PROJECT DETAILS
Allergan Medical Institute Online / UX Designer / Contract with bttr. / 4 Designers Total / 3 Months / Year 2024
PROJECT ASK
Develop an experiential framework for evidence-based learning journeys (EBLJs), fold Spark content into AMIO to support non-clinical personas, Improve UX and UI through audits, interviews, and analytics
ROLES AND RESPONSIBILITES
Leading reviews, delivering ux for designs, delivering prototypes, pushing usability tests, teamed with Visual Designer, UX Strategist and Strategy Director
01 / OVERVIEW
Allergan Medical Institute Online (AMIO) needed a comprehensive redesign to improve user experience, needed a solution to support learning journeys for multiple archetypes, and consolidate content from various other microsites and portals.
The business team was proposing a new online curriculum called learning journeys in pursuit of helping healthcare professionals in the Medical Aesthetics industry reach clinical proficiency. The target audience spanned from people interested in Medical Aesthetics to HC Admin Professionals to Practice Owners.
PROBLEM
1) Navigation is unintuitive, how can we merge the content where branded product content and general aesthetics content live together, ensuring that ONLY practicing customers with product are given access branded product content.
2) No mechanic to surface the appropriate leveled content per user type
PROJECT GOAL
Deliver a Proof of Concept to validate that online learning journeys will increase user engagement on AMIO & onboarding will cater users to an intent-based experience.
02 / UX DESIGN
KEY CHALLENGE
How authenticate healthcare professionals and display product specific content to them.
Approach
Experiences for 3 key Archetypes: The Interested, The Individual Practitioner, The Practice Professional
Our approach was to gate the content in 3 tiers, where 3 was open to all (general aesthetics), 2 was National Provider holders (folks in the industry), and then Paid content and Allergan Aesthetics customers a.k.a Practices ordering product.
DESIGN DECISIONS
Organized content based on professionalism and archetype.
We went for direction where we surfaced entry level resources for non customers. We added in a state for non customer Healthcare professionals, but to view the product specific content we needed their NPI for authentication. This tier gave us the control to display unique clinical content under legal terms
Intake user data; enough to cater the appropriate experience for them.
Opted for a direction where NPI professionals would be placed in an experience based on the amount of patients treated and areas of experience. SME’s explained that this is how most practices determined professionalism and expert level.
High Level wireframes to identify overall flow, scenarios and content consumption
Tested the framework with live content & SME’s
TEST LEARNINGS
After testing we learned that certain staff members (who are associated to a practice) don’t have NPI’s. And so for these users they would need to be added from the Practice Management platform “Advantage” or input their Practice Account Number to become associated.
03 / OUTPUTS
Prototyped & validated onboarding flow for interested users to Healthcare professionals
Delivered a visual proof of concept & framework for their multiple archetypes
Concept was well recieved, next steps were for the content teams to further develop the learning phases for each archetype and content types.
The Scrapbook
There’s always more to show. Attached are a few artifacts and snapshots that were used and created throughout this project.