Bayer’s pipeline marketing team wanted to provide an experience at major oncology conferences to reach doctors and researchers and to educate them on Bayer’s commitment to cancer research. Part of the challenge was creating differentiation from other companies in a large conference floor and creating an experience that was distinct and memorable.
Therefore, Bayer asked the Pixacore team to create a personalized augmented reality (AR) experience that matched oncologists’ and researchers’ interests in order to solidify its leadership in the field of oncology. As a team, we created an integrated experience from sing-up to sign out that was simple and seamless for the users. So they could easily learn about ongoing clinical trials for several compounds.
As the Senior UX Designer on the team, I lead the UX strategy from research of best practices and comparative analysis to crafting the best solution. I worked collaboratively with the different teams (developers, account managers, art directors, project managers, and copywriters) to design a clean experience from complex components that needed to integrate with one another. It was also my responsibility to present our UX decisions to our clients and explain our thinking.
We created a sign-up experience on a touch screen that allows the user to personalize their selections, then view those selections in the AR (Magic Leap) headset, and select information to email themselves after they were done viewing their experience. After several regulatory reviews, we made a few adjustments and have deployed for one of the largest North American conferences (AACR). We have regrouped as a team to learn from the user pain points and we are currently iterating and improving the design for upcoming conferences.
Sign-Up and Personalization
I created wire frames and presented the UX rationale to our clients and the regulatory body. I then worked closely with the visual design team to make sure the UX was achieved.
In my design process I always like to sketch initial ideas and then create higher fidelity wire frames to illustrate to the cross-functional teams the desired outcomes.
For the admin platform, I utilized data visualization to help our tech team quickly scan the information during a user session. This quickly allows our team to address any potential issues the user could be experiencing during the AR experience.
I created a paper version so that I could visualized all the steps the user will take throughout this experience and the integration of all the different component. I also created a more client friendly version with descriptions and details, making it easier for our account team to describe all the users’ interactions.
Task Management Software Application
The Children’s Place operations department approached Pixacore and the UX team to build a task management tool to allow them to monitor stores compliance rate and create visual conformity throughout the stores.
As the senior UX designer on the team, I strongly encouraged the UX team to start by creating empathy maps in order to identify the unmet needs of three different users (corporate employees, field managers, and store associates) working in three different platforms (Sharepoint, iOS, and Android).
We found that corporate employees need to easily visualize the progress of stores and making sure they are following the outline steps in the task. Field managers needed a more efficient way of tracking stores and communicating with the associates without costly travel time. Store associates needed a tool that would not take away from valuable time spent pushing product and helping customers.
Once we had identified these personas, we started to outline the necessary features to address their goals and needs. We included easy access to new tasks on the dashboard and in-app notification system so users could see how tasks were progressing before the final due date, just to name a few.
Alongside the UX director and junior UX designer, I crafted to the user flow and solution through whiteboards and then detailed the interaction in wireframes to guide the discussion with clients and developers.
We are now still working closely with the client through a pilot program to gather user feedback and create new iteration for the next phase.
Store Associate Empathy Map
Creating empathy map helped the UX team define the user personas, their goals and needs
The UX team started to craft the experience by outlining the features needed for the users to accomplish their goals
Whiteboard: User flow
We created whiteboard concepts as a team to work through several user scenarios and explore possible paint points before formally drafting wireframes.
Lean UX Practices
I worked closely with the Junior designer to define the features we absolutely needed based on the time we had to conceptualize the user experience.
I worked to define and annotate the needed interactions that the user would take in order to accomplish their goals. This level of details aids the remote development team in implementing the UX appropriately.
Center for Nurses: The Winning Pitch
Tasked with reimagining the user experience for a new content hub for nurses, I was responsible for creating an infrastructure that could be scalable across several brands and disease states.
Working closely with the digital strategy team we conducted some preliminary market research to gather a better understanding of nurses' emotional needs throughout their workday.
This research informed us of their needs and desires for content that supports them and their patients.
I started with pen and paper sketches to ideate on best mobile navigation practices and moved to high fidelity wireframes on Sketch (app).
Handing off initial ideas and ideating with art directors and copywriters, the team created a powerful presentation that won the agency new business that will continue to grow for the next few years.
I assisted in creating the winning client presentation and assisted the team in communicating to the client our design decisions that would meet the user’s needs and goals
Starting from a mobile first approach, I created the user experience to address the nurse’s need to find content easily with patient and in between consultations.
From the user research we did, we knew nurses had the unmet needs for content that helped them navigate the emotional load of caring for terminally ill patients. With this information, I created a home page that would easily give them access to resources to ease those burdens.
OTEZLA: A Better IA
Leading the UX design at GSW (formerly Palio), we changed the archaic architecture of OTEZLA'S professional website to make content readily accessible.
Taking a fresh approach to the navigation was overdue. Working collaboratively with the rest of the team, we created a prototype in InVision that we used to conduct usability testing. After testing some assumptions, the team was able to make adjustments to color contrast and positioning of tabs to make content easily discoverable.
We removed the cognitive load and made it easier for doctors and their staff to find much need content about the product.
Reconstructing the Information Architecture
I started to reorganize the content and decided to include multiple ways to get to some parts of the site. I did this because the assumption was that the doctor’s needs and goals can be different at different times depending on their patient’s journey with Otezla.
From the analytics we understood that doctor had a hard finding important content to make an informed decision on the effectiveness of the drug. I redesigned the mobile navigation to allow for easy access to content
I used the solutions here as a starting point and working closely with the visual art team I created prototypes in InVision to assist with user testing.
Digital Sales Tool: Navigation that Works
In an effort to promote this new product to the market, our team was asked to create a digital selling tool that would be easy to follow. The initial concept came about after a client meeting with top sales reps which gave us insight into their unmet needs.
Getting to the heart of creating a great user experience, I started with pencil and paper sketches to ideate on the navigational structure and later transitioned into creating formal wireframes in Balsamiq.
Thereafter working collaboratively with the art director, copywriter, and developer we created a prototype that was tested with reps across sales regions. I lead the A/B testing, and from the learnings, we finessed the interactions, animations, and incorporated branding to create a tool that is easy to navigate.
After quickly sketching some initial ideas, I moved to creating wireframes and detailing annotations to assist the client in understanding the initial ideas for the experience. Especially detailing how the navigation would assist the sales rep in being able to quickly move around the tool and answer doctor’s questions without stumbling around.
I always start my designing with initial sketches to validates my thinking and strategy. After I have worked out the initial ideas, I’ll refine them by creating higher fidelity wireframes.
Mango Mobile: Complete Product Design
As the lead designer of this multi-million dollar investment, I was responsible for leading a small team to create not only the look and feel of the physical product but also the user experience and the user interface of Mango Mobile consumer site.
I met with stakeholders to develop the user scenarios and to define the user flow. I created the architecture, wireframes, and mockups. I've worked very close with the developers/programmers to create our prototype with Bootstrap.
This mobile-ready site is clean, clear, and consistent with design and message.
Black011 App: UX/UI Redesign
This redesign adds functionality for 50,000 users. Staying true to the brand, this new design gives a much needed update to key features, making them easier to understand and the app easier to navigate.
Allowing users to call favorites directly from their lists, makes it painless to get in touch with people they call the most.
As a designer, the user experience is always the most important factor I consider when making design decisions. With this in mind, I always start by planning with sketches and wireframes in Balsamiq.
ArtsWestchester: UX/UI Redesign
As the largest non-profit service organization in the state of NY, ArtsWestchester works to provide access to the arts in Westchester County, NY.
As the website manager, I spearheaded the redesign project of the website, implementing responsive design while improving the overall experience for 10,000 unique users and 130 content contributors.
With careful consideration of our end users, I created a design that would assist county residents in accessing content easily and effectively.
Developed by the Tadpole Collective, this robust and dense Wordpress site also allows for endless contributors to provide unique content.