IdentifyRSV.com
Enhancing Global Engagement for Healthcare Providers
Project Overview:
IdentifyRSV.com is a global microsite and game designed to educate healthcare providers about Synagis, a treatment for RSV and help identify high-risk infants that could be eligible. The project aimed to create a fun, engaging, and educational mobile experience that would provide a memorable brand experience for HCPs.
Objectives:
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Develop three mini mobile games to live on website that educate and engage healthcare professionals, appealing to both rational and emotional perspectives.
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Leverage existing French market educational mobile game, "Mission Indication," but optimize and streamline user experience and elevate design to make it appropriate and appealing for global audiences.
My Role:
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UX Designer:
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Information Architecture & Content Strategy
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Gameplay Optimization
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Wireframing & High-Fidelity Design
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Developer Collaboration
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Device Optimization
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Define Phase
What Problem Are We Solving?
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Existing French game took too long for HCPs to engage with and the instructions were too difficult to understand with not enough payoff.
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Content Strategy:
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Created a content map to focus on three mini-games while providing essential educational content.
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Game Audit:
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Optimized the original game's flow and structure:
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Reduced entry clicks from 84 to a more seamless experience.
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Ensured gameplay was unique, under 60 seconds, and ended with clear calls-to-action.
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Elevated the design for a modern, clean aesthetic.
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Design Phase
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Sitemap & Layout: Opted for a single-page layout to emphasize simplicity, usability, and cost-effectiveness.
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Wireframes & Prototypes: Developed detailed wireframes and a high-fidelity interactive prototype to ensure clarity for external developers unfamiliar with game design.
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High-Fidelity Design: Partnered with the art director to modernize visuals while maintaining brand identity.
Wireframe
Layout
Prototype
Development Phase
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Collaboration:
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Worked with client's preferred development team to bring design to life
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Prototyping in Figma proved to be a key step in communicating gameplay to dev team
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Measurement:
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Worked with client to ensure proper tracking for data collection to enhance future iterations of the microsite
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Scalability:
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After a successful UK launch, extended the game concept to congress assets, optimizing for larger screens and broader engagement.
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Growth Phase
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Tailored Optimization:
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Adapted layouts for iPads and the Veeva platform, prioritizing device preferences at healthcare congresses.
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Enhanced screen space for an airy experience.
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Consolidated tools into an in-game utility bar for ease of use.
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Presented critical clinical info in a universal pop-up for seamless access.
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KPI Insights & Impact
Increased Engagement with Educational Content:
35%
increase
in HCPs completing all three mini-games compared to the original French version.
42%
increase
in single gameplay completion rate due to quicker and more engaging experience
