Digital

Digital UX

When only 4% of digital products succeed, it’s critical to ensure that they are designed in context and with the end users needs in mind. We work with our clients to develop, progress and optimize digital assets by putting HCPs and patients at the heart of the user experience.

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Digital UX

The digital health space is evolving rapidly. Our digital innovation team invest in understanding the best approaches which will add value across the research process.

We combine a unique mix of healthcare and UX specialisms with in-house digital research and design expertise for tailored project development.

By bringing together human and artificial intelligence, grounded in data science and elevated by behavioural science we partner with you to develop impactful digital solutions.

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Case-studies

  • Biotech Device and Digital Interface Development

    Objective

    Our applied technology client wanted to design and develop 3 medical product systems, to treat 3 distinct medical conditions.  Each system included different devices and digital interfaces working together, to be used by patients during therapy.

    We worked in partnership to collect relevant insights in order to guide the design team, create a final concept and then validate the final design and user interface.

    The Research
    • We used an immersive 2 phase approach with patients
    • We conducted both in home and then depth interviews / duo interviews with patients across three therapy areas in the UK and US
    • The team had full visibility and could see the interviews to also understand the physical capabilities of the patients and hear and see the thoughts in their own words – to fully inform the design considerations
    • We reviewed concepts for charging and interacting with the new technology
    What did we uncover?
    • We provided clear design guidance for which device and interface route would be optimal, alongside the structure of interaction – the amount of time, location and design which would best suit each patient type
    • The device needed charging and a digital user interface so guidance was also provided on the size, location and user interface requirements from the patient perspective
  • Assessing the Potential of a Digital Therapeutic

    Objective
    • Our client had recently launched a novel maintenance therapy for solid tumours
    • They wanted to know the drivers and barriers to behaviour change for patients and healthcare professionals
    The Research
    • The HRW Shift behavioural science team conducted a ‘fathom review’ – re-analysing existing market research reports with a behavioural science lens and creating a map to behaviour change
    • The review identified key barriers to behaviour change for patient and HCPs and also tested the hypothesis as to whether a digital therapeutic could help overcome some of these barriers
    What did we uncover?

    Key barriers to behaviour change were identified:

    • The way in which important information was conveyed in consultations
    • Emotional strain
    • The overview patients have of the pathway ahead
    • Improved information delivery, timing, and tone made a digital therapeutic a good option for supporting patients to go on maintenance therapy
    • The client had a clear understanding of the important functions the therapeutic needed to serve in order to help change behaviour
  • Digital Journey Development

    Objective

    Our clients Digital Innovation Team wanted to develop the most supportive digital journey and toolkit for HCPs and patients on their neuroscience treatment journey.

    The Research

    This iterative and agile project had two phases across the US, Europe and the UAE:

    • Immersive research with specialists and patients was undertaken to understand the needs and perspectives around symptom tracking and data management. We explored the digital context and journeys as well as the other digital assets in the space
    • This then fed into the development and exploration of digital wire frame prototypes to ensure they instilled confidence and allowed for optimal treatment adjustment
    What did we uncover?
    • The research allowed us to provide a ‘proof of concept’ – identifying the need and triggers for use and discontinuation
    • We also provided detailed feedback on the structure and content of the wireframe that would suit the needs of both the HCPs and Patients and that would guide the right discussions at consultations
    • Overlaying behavioural insights further allowed for enhanced tailoring of the digital interface to incorporate elements such as default effects and personalization discourse – enabling the team to make the interface optimally accessible and engaging

HRW Digital UX Team

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Esme-Barrow Williams

Senior Director - Wallingford
With over 20 years of experience in healthcare research Esme has seen the significant changes in the digital landscape evolve, both in the ways we engage with HCPs and patients through ...
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Esme-Barrow Williams

Senior Director - Wallingford
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Alicia Crawley

Associate Director - London
After working in healthcare research for several years, Alicia discovered a passion for user experience projects despite not always seeing herself as someone with expertise in the digital space. After ...
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Alicia Crawley

Associate Director - London
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Melissa Reinbold

Associate Vice President - Manhattan
Melissa brings to the HRW Digital Team a deep passion for digital research - as she believes it is crucial to put the end users’ voice at the heart of ...
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Melissa Reinbold

Associate Vice President - Manhattan
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Tony Jiang

Senior Behavioural Science Analyst - Manhattan
One of the core principles in behavioral science is that people do not always make perfect decisions, rather, decisions are made based on how the options are presented. Tony is ...
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Tony Jiang

Senior Behavioural Science Analyst - Manhattan
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Lucy Saunders

Director - London
Lucy Saunders, Director, holds a pivotal position within our Digital and Innovation Teams at HRW. Her passion lies in exploring and evaluating novel research methodologies, with a current focus on ...
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Lucy Saunders

Director - London
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Mehr Ali

Junior Graphic Designer - London
Achieving a BA in Visual Communication and more recently an MSc in the field of User Experience Design, Mehr has experience working in Digital Design and constructing e-commerce user journeys. ...
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Mehr Ali

Junior Graphic Designer - London
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UX webinar

When pharma and device companies are developing important and novel digital offerings, it’s essential that the experience of using them is truly engaging and pleasurable for the end user.

But how do we ensure these offerings meet customer needs and are smartly designed right from the start?

In a recent webinar, we looked at the various stages of development of digital offerings and how market research approaches need to flex to answer these needs.

Request a recording to find out what we discovered!

Request now
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Awards, Papers, and Praise

EphMRA 2023 Future Leader MR Excellence Award
Winner 2022 Best Customer Insight
Highly Commended 2022 Best Use of Innovation
HRW Poster Session: Reducing Stigma. Behavioural Science and Public Health Network 2022
Finalist for QUIRK’s Marketing Research and Insights Excellence Awards 2021: Healthcare/Pharmaceutical Research Project
Highly Commended 2021 Best Use of Innovation
Highly Commended 2021 Best Patient-Centric Approach
Winner 2021 Best Newcomer Award
EphMRA MR Excellence Award for Innovative Approach 2021
Winner 2020 Best Use of Innovation
Market Research Society Awards 2020: Healthcare Research (Finalist)
Winner QUIRK’s Marketing Research and Insights Excellence Awards 2020: Healthcare/Pharmaceutical Research Project
HRW Poster: behavioural science to improve HCP engagement with sponsored webinars during the pandemic 2021
HRW presentation in symposium: Virtual Reality and Chatbots. UCL Centre for Behaviour Change Conference 2020
HRW Poster: Passive mobile tracking use of apps for health behaviour change. UCL Centre for Behaviour Change Conference 2020
Highly Commended 2020 Best Patient-Centric Approach
Highly Commended 2020 Best Use of Innovation
Prize Winning Abstract: Vaccines. Behavioural Science and Public Health Network 2020
Runner Up MR Excellence 2019 Future Leaders Award
Winner 2019 Intellus Worldwide Impact Award
Highly Commended 2019 Best Business Impact
EphMRA 2018 Jack Hayhurst (JH) Award for Best Paper at Conference
Winner 2017 Most Innovative Approach
European Pharmaceutical Market Research Association MR Excellence Award 2018
Finalist 2017-2018 Data Collection and fieldwork
Finalist 2017 Agency of the year
European Pharmaceutical Market Research Association MR Excellence Award 2017
HRW presentation of key paper April 2017
HRW presentation of key paper May 2017
HRW presentation of key paper October 2017
HRW presentation of key paper – Viz Fest 2017
Finalist 2015-2016 Best Business Impact
Winner 2015-2016 Agency of the year
Best Paper 2015
Finalist 2018 Agency of the year
Winner Best Customer Insight
Winner Best Customer Insight 2012
Winner Best newcomer 2012

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