Responsibilities: Customer Journey Mapping, Empathy Mapping, User Flows, Workshop Facilitation, Website Feature Prioritization, Project Roadmap Creation, Engagement Communications
Team: 6 Different Business Units (CRM, Website, UX/UI Designers, Product and Customer Experience) Three External Vendor Partners (HawkPartners (Research), AKQA (UX Design), Continuum (Website Content))
Project Start Date: November 2022
Project Duration: 6 Months
When I joined Pfizer's Strategic Planning > Transformation team in November 2022, I was tasked with acting as the Customer Experience Analyst with a Website Redesign for PfizerLink. My team was brought into the project as our internal client partners, the Global Product Development team, wanted to ensure we approached this redesign from a user centric perspective.
Pfizer had just launched their MVP of the PfizerLink website and wanted to focus on two main areas 1) website feature prioritization and a release roadmap and 2) seamless and engaging patient experience for its registrants and subsequent participants.
PfizerLink is a website aimed to remove the participant effort of finding and matching to a clinical trial, by automatically matching individuals to available trials they qualify for based on their conditions and health information. The intention is make it easier for people to participate in the right clinical trials for them and advance scientific research.
Frictionless Participant Journey
Ensure Every Touchpoint is a Positive One
1) Create A Unified Participant Journey
Participant Registration
Convert Unique Page Visitors to Registrants
2) Exceed Participant Enrollment Metrics by 20% over the next year.
Participant Engagement
Email and Phone Communications
3) Ensure 80% of all Participants Receive Outreach
1. To understand the interactions Participants have across the PfizerLink Journey.
2. To create a more unified and frictionless Participant Experience by removing obstacles in the journey.
As a Project Team, we created a Service Blueprint that depicts the journey steps, patient insights, patient actions, frontstage actions, backstage actions and enabling capabilities. This Service Blueprint acted as our guide to designing features that filled in any gaps between the journey steps and patient insights/actions as well as helped highlight areas to improve on data sharing and translation between systems.
Building on the Participant Service Blueprint, I created different visual representation of the Participants thoughts/feelings/understanding throughout the navigation of the PfizerLink registration process. I pulled direct quotes from the research conducted by HawkPartners to truly capture at what moments Participants felt satisfied or frustrated with their interactions with the website. My synthesis of the research also allowed me to create a chart depicting the clarity of Participants as they moved through the registration flow. This allowed our team to visualize moments of frustration or confusion in our current registration processes and begin ideating on how we can improve these flows.
1. To create a defined roadmap of features for upcoming and future development stages that provide the biggest value for Participants.
2. To increase the conversion of unique Site Visitors to Participants through a clear and engaging website experience.
(Participant Responses have been removed due to Proprietary Information in ALL Following Images)
Before we were able to work on creating a prioritized and phased roadmap for our website features, we first needed to define our feature requests. In combination with synthesis of our third party research by HawkPartners and a co-creation session I led with our Project Team Leads we were able to create a complete website feature backlog. This backlog would be used in our future sessions to scope what work could be accomplish within our BFF, MVP+ and Future Stages of our roadmap.
(Participant Responses have been removed due to Proprietary Information in ALL Following Images)
In order to create our PfizerLink Roadmap, our Project Team Leads from our 6 different business units needed to align on how we could prioritize these features. I created a prioritization design thinking workshop focused on defining 1) What Value this feature delivered both for patients and the business and 2) How complex would this feature be to implement for both the CRM and Website Design teams.
Our Project Team Leads first worked through the exercise to define what Value and Complexity meant to our project and then used these definitions to score each feature with a 1-10 value and complexity score respectively. After that, we were able to plot our features in the prioritization matrix based on these two scores and come up with the first iteration of the website feature product roadmap.
(Participant Responses have been removed due to Proprietary Information in ALL Following Images)
After our Website Feature Prioritization Workshop, I designed and facilitated a validation exercise in order to confirm our PfizerLink Product Roadmap and begin our sprint planning.
With the same team of Project Team Leads, we validated our product roadmap and created a unified strategy for the delivery of the PfizerLink feature rollout over the next 2 years.
With our phased features mapped out, I kept a running list of UX/UI, Business, CRM and Legal requirements for each feature. These requirements prevented the team from missing key components of the feature design and laid the groundwork for user story creation and development.
1. To identify gaps in Participant Engagement that could lead to drop off during/after the registration process.
2. To keep Participants excited about getting matched to a clinical trial via PfizerLink.
3. To provide alternative means of connecting to a clinical trial if a certain condition is not covered by PfizerLink's scope of study presently.
I researched competitor and industry leading marketing engagement emails in order to capture what would make communication for our Participants more engaging and actionable. I came up with proposed emails paths for both Registered and Non-Registered Participants. For Registered folks, the main goal was to ensure they felt connected to PfizerLink while they waited for a trial. We wanted this communication to set expectations about what they could expect during the PfizerLink journey, while also providing interesting content. For Non-Registered folks, the main goal was to encourage them to complete registration by displaying the impact their involvement in PfizerLink would have on their lives and their community. These emails focused on nudging them back to the moment in the registration flow they left off on and sharing testimonials about how clinical trials impact scientific breakthroughs.
I mapped out the current and proposed future state of our engagement approach for our Project Team Leads to compliment our discussion about how to engage both Registrants and Non-Registrants. This visualization allowed the team to understand where our current engagements were falling short and where we could inject engagement emails or phone calls to create a more cohesive and seamless journey for our Participants.
I created a User Flow to display where potential endpoints could exist from the first visit to PfizerLink to being matched to a clinical trial. We used these endpoints to craft what communication we could send to participants in order to keep them engaged or offer alternative resources to help them with finding more information about their condition or a trial that existed outside of the PfizerLink condition scope. This user flow allowed us to hone in on what endpoints we could control and what action items and next steps needed to be provided to Participants at each stage.
This number increased from 64% in Q4 of 2022 to 85% in Q1 of 2023. Displaying the huge strides we made in our patient informed feature development and release
This number increased from 74% to 81% of all folks receiving some form of communication during their journey. This was in great part to the improved emails regarding match status, completing registration emails and engagement along the journey.