AstraZeneca: Award-winning, patented conferencing system and app
Chris McCormack
Chris is fully hands-on and really understands what's the best for the product and the team. He can see through the fog of too much enthusiasm and too little commercial strategy to keep everybody focused on the delivery plan.- Catalina Cernica, Director, Digital Innovation Group
Background
DigitasLBi and AstraZeneca formed the Digital Innovation Group (now Digitas Health) to create new digital services in the healthcare space. One idea that had been ‘developed’ was a medical conference app. When I took on the project, an MVP had been created but needed a lot of love and some new UX thinking.
The Work
Test the MVP in the wild at a conference in Las Vegas. Rapid redesign and iterations, before testing in a conference in Chicago. Rinse and repeat, while bringing in additional design resource to sharpen up the UI.
The Result
The solution involved a series of steps from an initial design and usability critique, to a refocusing of the application’s functions and intent, and finally a redesign. App became number 1 in the medical category in iTunes in the US, received a patent, and was sold to a US tech company.
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Posted Nov 5, 2023
"Chris is fully hands-on and really understands what's the best for the product. He can see through the fog."
