Project Scope
The project aimed to develop an interactive digital sales aid for Xultophy (insulin degludec and liraglutide injection), a pharmaceutical product, specifically targeting healthcare professionals. The core objective was to effectively communicate the benefits of Xultophy as a simple intensification treatment for managing diabetes, particularly in relation to HbA1c reduction, weight management, and reduction of hypoglycemia risk. The scope included creating a clear, navigable user experience that could present complex clinical data, patient journey scenarios, and product information in an engaging and accessible format. This encompassed illustrating the product's efficacy compared to basal insulin and basal-bolus regimens, providing guidance on how to initiate and manage patients on Xultophy, and offering detailed additional information and dosing instructions. The design also needed to visually represent the patient's progression and improvement with the treatment.
Design Process
The design process for the Xultophy digital sales aid focused on transforming intricate medical information into a compelling and user-friendly interactive experience. The central visual metaphor of a patient ascending a staircase, with each step representing an improvement in key diabetes management parameters (HbA1c, Weight, Hypoglycaemia), was a foundational element in establishing a clear narrative for the product's benefits. The design began with a comprehensive sitemap, meticulously mapping out the content hierarchy and user flow, including different routes for exploring treatment options and additional information. Wireframes and prototypes were then developed to ensure intuitive navigation through various sections like "Patients," "vs Basal Insulin," and "vs Basal-bolus," as well as "Treatment" and "Dosing." The UI design incorporated a clean layout with a distinct color palette (primarily pink and white) that maintained brand consistency. Data visualizations, such as graphs illustrating HbA1c reduction over time and comparative tables, were integrated to present clinical trial results effectively. Interactive elements, including clickable sections for "Additional Information" and "Topics," allowed healthcare professionals to delve deeper into specific areas of interest. The design also considered the practical aspect of product usage, showcasing the Xultophy pen and providing clear dosing guidance.
Results
The Xultophy digital sales aid successfully delivers an informative and engaging platform for healthcare professionals. The visually driven "staircase" metaphor effectively conveys the patient's journey and the positive impact of Xultophy on critical diabetes indicators like HbA1c, weight, and hypoglycemia. The structured sitemap and intuitive navigation allow users to easily explore comprehensive information, from overviews of patient profiles to detailed clinical trial data comparisons against other insulin regimens. The clear presentation of efficacy data and safety information, alongside practical dosing instructions and details about the Xultophy pen, equips healthcare professionals with the necessary knowledge to confidently consider and prescribe the product. The overall result is a highly effective sales and educational tool that streamlines the communication of complex pharmaceutical information, ultimately supporting better patient care by facilitating informed prescribing decisions.
