Genetic Report Redesign
For the redesign effort, I created persona's, prepared design material for a focus group of 10 clinicians, shadowed MSL(Medical Science Liaisons) team and contributed to the report design system.
We saw a 136% increase in re-order rate of these tests after the launch of the report.
Pharmacogenomics is the ‘study of how genes affect a persons response to drugs’. A Pharmacogenomic report provides information about a patient's genes to help clinicians choose the right medicine at the right dosage.
Tempus delivers these reports to the providers in a 'PDF first' format. Although they launched their MVP on 2019, there have been some feedback from users to improve the quality.
1. One of the overarching issue with the report is how pedantic it was.
a. The results were not actionable and clinical but rooted heavily in geneological jargon.
b. This resulted in the MSL(Medical Science Liason) team to spend more time explaining the results to our clinicians.
2. Lack of education on results that are proposed
3. Another problem faced is lack of skimmability, it was hard to find relevant information, taking valuable time out of our clinicians work.
4. There was a serious issue of legibility especially when the report printed out.
Supplemental report to the results to educate users
Introduced 'Genotype and Phenotype' section that teaches our users the science behind pharmacogenomics.
Problems addressed:
Report too Pedantic, Report lacks education
Introduced a new report structure rooted around results
Added 'Drug Summary' section that anchors around clinically relevant results, by bucketing them into 3 broad categories which provides a concise and clear view of results.
Problems addressed:
Report too Pedantic, Report lacks skimmability
Redesigned type heirarchy and visual UI
Improved type system to promote legibility and adding more distinct UI elements to make skimmability easier.
Problems addressed:
Report lacks skimmability, Issue with legibility
Found a 136% increase in re-order rate.
This saw a 35% increase in total revenue.
These two metrics provided a good indicator of the success of the report.
Although not measured we saw a significant decrease in support calls to the MSL (Medical Science Liaison team)
Although we did hear rumblings about issues within the Report from our CS team, we wanted to directly hear from our customers. We did this to identify the extent of the problem.
For this purpose, I published an in-app targeted survey to our users using Pendo. Our hypothesis was proved and these were the top 3 concerns regarding the report.
1. PgX: Short for Pharmacogenomics, this was less of a Product issue and more to do with the number of genes we sequence for in our offering (Out of scope)
2. Report: This included issues with legibility, clinical relevance etc
3. Printing: Our hypothesis was that this involved issues with legibility when printed.
We set up a Clinician Advisory board to identify issues which were of main concern to them. The advisory board consisted of people with varying knowledge in Genetics. This session was useful to identify a journey map to understand how users travel through our report.
Coming out of the CAB meeting I made a scenario map to identify how our users journey through the current report.
There are 2 ways they journey through the report:
1. To Understand
2. To Find
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a. The results were not actionable but rooted heavily in genealogical jargon.
b. This resulted in the MSL(Medical Science Liaison) team to spend more time explaining the results to our clinicians.
Lack of Educational material that is simple and easy to digest
It is hard for a clinician to find drugs of their choice.
Report has a type heirarchy that is smaller, affecting how they look when printed
1. Molecular Report: This report consists of scientific results. This report structure is prescribed by the FDA and therefore cannot be changed. Out of scope
2. Reference Report: This is a supplemental report that helps understand the Molecular Report. This report consists of 2 sections.
A] Cover Page
B]Comprehensive Gene-Drug Interaction
These are the two sections that are being audited below:
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Added 2 report to the current structure:
1. An educational material to understand the results. This report is specifically anchored around Genes, their Phenotype and Interpretations.
2. A drug summary that is rooted in results and easy to peruse.
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Coming out of the CAB meeting I made a scenario map to identify how our users might journey through a report. We used this to ideate around the type of experience we wanted to provide for our users.
Since Tempus already has an established brand language I used that in the cover page to ehance the visual appeal and stand out from the rest of the reports in the market.
I increased all font sizes up by 2px to make it more legible. I also changed the symbols and made them larger for better visbility
The Genotype and Phenotype report is introduced, which acts as a educational material to understand the "What"
Adding a new "Drug Summary" Report that is rooted in results enables our clinicians to take quick decisions by process of elimination.
Since the "Drug Summary" Report is structured around results it is easy to take quick action on the drugs
Using a scenario map to identify gaps was one of the key learning for me in this project.