Bristol Myers Squibb
Bristol Myers Squibb (BMS) product Zeposia (ozanimod) is a prescription medicine designed to treat relapsing forms of Multiple Sclerosis (MS) & Ulcerative Colitis (UC)
Overview
This program allows prospective and current patients to sign-up for multi-channel support communication, special offers, and to offer more supportive information.
Services
Tools / Application
Figma, FigJam
Challenge
Bristol Myers Squibb (BMS) sought a solution to support current & perspective patients completing the doctor discussion guide. The main challenge is to find a way to streamline patient-doctor communication and maximize each appointment so patients aren't feeling unprepared and less confident about their health during appointments.
Through Our Lens
Understanding the registration form & user flow of the website allowed the team to dive into the main challenge. After facilitating multiple working sessions, we identified a couple of overarching pain points:
- Multiple Offerings leading to the same registration form causing a fragemented registration experience
- Static forms without real - time feedback
- Visual Overload
- Lack of clarity in information for both user types (Prospective & Current Patients)
Solution
A Dynamic personalized doctor discussion guide integrated into the patient portal that consolidated brand offerings & tailored questions to fit their MS experience.
Considerations
- What sequence of questions creates the best flow? (i.e form logic)
- How can we provide patient-friendly language that's easy to follow?
- How can we motivate users to complete the form?
I developed a user flow chart of the registration form to outline preliminary steps both user groups (current patients & perspective patients) should complete.
Additional Insight from our user flow informed notable solutions to strengthen our pain points:
- Mobile-first approach to reduce cognitive load
- Logical sequence & inline form feedback prior to completing the next section
- Refreshed CTA buttons for mobile inputs to improve usability & visual clarity
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Continuing The Conversation
To conclude feedback from internal & stakeholder teams include regulatory & legal constraints such as language to use, required disclaimers and pivotal information to display.
Results
An overall success included decreased drop offs from registration form and ROI in prospective patients increase for brand offerings, direct mail enrollment & SMS communication along with improved doctor-patient conversations.
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