Breathless

GoalsCreate a rich media one page website to support a multi-channel campaign to raise awareness of Idiopathic pulmonary fibrosis (IPF). Key KPI was to register users to CRM stream and track improvements of engagement metrics.

Discovery

After selection of our “ambassador” Bernie, we broke out the content creation across multiple vendors: video creation, CRM stream, etc. Development of the website was kept local.  We utilized the patient network organized by the client, Boehringer Ingelheim, of current IPF patients and family members of IPF patients to do a content strategy workshop to identify messaging. content strategy and hierarchy.   This informed a wireframe that was also vetted with a sub-set of the network through market research/user research interviews.

Implementation

Visual comps, specs and development was all handled with local resources, so the process ended up being quite agile.  Developing in an agile way was fairly new for the company, so I first led a strategic overview of the process for the full team to help level up the organization as well as set ourselves up for success.  This included iterative internal and client review to mitigate risk and get the design in front of the stakeholder earlier and more often.  This was the first, pilot, project for this method so the team learned a lot- which set us up nicely for the future as well.  The budget wasn’t in place for us to purchase Sketch, so it was completed in Photoshop- which has it’s challenges and limitations for interactive design, but we were able to create an Invision prototype to test both mobile and desktop designs with users to insure that branding and messaging were on target.  We were also able to hand off to development, at minimal risk, while this evaluation was completed.

Outcome

On the plus side, the case for purchasing Sketch was made using this product as an example- so that was the biggest win.  We were able to demonstrate examples of lost efficiency through collecting data, which proved the point with purchasing.

We ran into issues late in the game in terms of animation.  The client was very concerned, even after it was demonstrated that the users didn’t raise this issue, that the scroll animation for anchor links would cause seizures- requiring us to temporarily remove the animation.  We are currently validating this animation with additional data to justify adding this animation back to the site navigation, so it is a normal pattern and has the right sort of visual affordance of an anchor link.