Baxter Advanced Surgery

Website dedicated resource for healthcare professionals, providing access to a robust portfolio of surgical products and clinical education programs designed to optimize patient care.

Project Overview:

This project focused on improving Baxter’s advanced surgery website. The interface of the product was complex, and it had a user experience which could be approved upon. The site was home to hundreds of products, and needed to be concise and easily navigable to help users find what they are looking for.

The Problem:

The existing layout was difficult to navigate and lacked clear user friendly design. As a patient-facing product the UX needed to accomplish vast amounts of data organization.

The challenge was to design a streamlined experience that:

Improved patient-facing product UX
Build a human-centered strategy, based on user insights

Organize, articulate and phase upcoming features
Guide users to related products of interest

My Role: UX Lead

Responsibilities included:

User research
Product/UX design
Product management

Approach

User interviews & usability tests

I conducted over 45 interviews & usability tests. The usability tests were unmoderated using prototypes in various design layouts.

Research Goals

Understand potential customers’ and users’ needs/priorities
Understand current users’ needs/priorities
Gain insight to help us prioritize customers and features
Seek opportunities to focus and simplify
Develop a vision for a product that can gain traction in the market

Users

9 internal users and stakeholder
30 external clinicians
4 external researchers
4 users from digital health companies

Feedback

I organized detailed feedback from the participants. I broke down the feedback into measurable results of statistically significants. Measuring mental demand, temporal demand, performance, effort and frustration.

Read-out

Along with head of product owners, i created a presentation to bring to life pain points, needs and opportunities for our potential audiences.

Outcome

The contribution to help further the goal.

Improved product UX
- Discovery, design, and prioritize improvements for the site – such as multi-informant features and a navigation overhaul. Key product placement
- My team designed, built and launched a much more usable user experience
Build a human-centered strategy, based on insights
- I conducted 45 test sessions and interviews, and distilled findings into 1) actionable insights for design, and 2) prioritized product improvements
- I maintained relationships with users over time, and collected informal insights over the course of the design and development phase
Organize, articulate and phase upcoming features
- I led the multi-informant feature push, as lead designer and stand-in PM; I maintained prototypes and briefs, and presented the work across teams
- I wrote many detailed feature briefs, helped maintain our product roadmap, and communicated/collaborated with the greater team to keep everyone aligned