Genentech
Application (B2B)

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Role

UX Designer

Team

2 UX Designer
Content Designer (Copy)
Project Manager
Dev Team

Duration

6 Weeks

Duties

Competitive Analysis
Heuristic Analysis
User Research
Concept Ideation
UI Design
Prototyping

Product Overview

We had to review an application process and adjust it to be more user friendly for there B2B needs. While the user is a patient seeking service we had to streamline this application to be universal for all the brands this company caters to. Genentech is a biotechnology company dedicated to pursuing groundbreaking science to discover and develop medicines for people with serious and life-threatening diseases. Our transformational discoveries include the first targeted antibody for cancer and the first medicine for primary progressive multiple sclerosis.

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Problem Statement

The application lacked readability and scan-ability. The hierarchy of information was unusable for the reader and the language created confusion. We are tasked with simplifying and streamlining this process. Keeping it true to Genentech but allowing the individual businesses to have there unique brand incorperated

Goals

Make an interactive platform that highlights the brands in unique ways. A language heavy application into an action friendly process for the user while building and maintaining trust between the users and stakeholders.

User Flow

Genentech

Brands

Patients

Application Process

With this project we had about 10 projects going on at once. We received the need and with a quick turn around we would address a solution. This particular file is for a patient to file and see what coverage they may have for the assistance they are in need of. Below is the final result template. Genentech has many brands under them so they will take these files and instill the brand information before publishing live.

Step 1

In Step 1 we start collecting the patients info. While we have text boxes we tried to ease the

Step 2

Step 2 is getting the information about the prescriber for the patient.

Step 3

Step 3 is getting the insurance information.

Step 4

Step 4 is the result of the application or suggested next steps.

Step 1

Changing the header to offer these clients a little personal brand for there user

Highlighting the place in the process eases the user stress.

Giving a variety of interactions allows for the experience to not be so tiresome. However we have to keep with consistency.

Clear navigation to either move forward, backwards, or to the top of the page.

Minimizing the legal as much as we could. We also looked at reducing page length with a scroll box for the terms and conditions part.

Bringing information forward with more resources to help the patient in there time of need. We show in color to highlight this key piece.

Step 2

Highlighting the place in the process eases the user stress.

Simplifying this information we cut it in half taking only the necessities.

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Step 3

Highlighting the place in the process eases the user stress.

In some instances we needed Pharmacy insurance this isn't a normal use case but it was a discovery. So we implemented with and checkbox if they don't have in order to skip this portion.

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Insurance is a common thing so we give drop downs to help identify what they have and type they have and the rest they can enter. Again we needed to simplify.

Step 4

Highlighting the place in the process eases the user stress.

Clearly Displaying the results I found through some research is what the patients needed. Previously there was a strong sense of confusion.

If there was further questions we needed to give the user a clear way to inquire, yet keep the individualists of the brand.

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Conclusion

Through this process it was interesting to think about 2 brands (Genentech/ sub brand) as well as the end user. It created some challenges to clients wants and users needs. However through that I was allowed some leeway to give current design trends that were befitting to the projects needs. I was also able to utilize research in order to support design decisions I had made that client didn’t agree with. Supporting my choices with data helped to realign the clients wants with the users needs.