Enrollment Form User Flow
A key aspect of this website redesign was to highlight and create a user flow for the SupportPlus program, an online form that offers resources to patients seeking information and assistance regarding Otezla. The challenge involved incorporating two distinct user groups—new patients who have never used Otezla and existing patients continuing their treatment—into a single, cohesive user flow.
The Patient Enrollment form contains several resources that are not applicable to new or prospective patients seeking information about Otezla. During the form creation process, we determined that the optimal point to separate the two user groups would be at the beginning, by asking whether they have an active prescription for Otezla. Based on their response, users are directed either to the Patient Enrollment form, which requests additional information, or to the Prospect Enrollment form, tailored for new or prospective patients.
Project Takeaway
Project Overview
Otezla (a product of Amgen) wanted to update the branding for their consumer-facing website. As part of a team that included art directors, copywriters, and account managers, my responsibility was to ensure consumers could easily search for information on the drug, access FDA-mandated information, and navigate to sections most relevant to them or loved ones seeking treatment.
Role: UX Designer
Tools: Adobe XD
Timeline: 5 months
The Problem Space
Website Brand Update
How might we rebrand the website and enhance its information architecture to enable users to effortlessly navigate between three indication-focused sections, ensuring a cohesive experience and easy access to relevant information?
Enrollment Form
How might we design a user flow that directs prospective and current patients to the most relevant resources and questions within the Otezla SupportPlus program, ensuring a tailored experience for each user group?
Information Architecture
Insights & Solutions
Insight #1
Navigating between the three medical conditions in the previous version of the website was difficult. While there was a dropdown menu in place to switch between them, it blended in with the navigation bar. This left room for users to be confused and unsure if how to proceed especially since the drop down defaulted to a specific condition rather.
Solution
Pulling the ‘Indication Selection’ menu out so that it is the primary action on the landing page for the Otezla site was the first part of the solution. Users would be greeted with instructions that would alleviate any disorientation but allow them to control their experience. The primary nav was also moved so that it would only be shown on interior sections and not on the main page to ensure users were where they needed to be before making selections.
The second part is to continue to highlight the dropdown by giving it a visual treatment that was different from the navigation menu of the internal pages and putting it above it to establish hierarchy and consistency.
Insight #2
One of the client asks for this project was to highlight the SupportPlus enrollment experience. There were 2 target users groups that would be determined at the end of a very long form. There was no distinct way to ensure that users received the resources that aligned to their needs.
Solution
A progress bar was added to ground the user by showing where they are in the form and set an expectation for how long until it is completed.
To avoid user fatigue and drop off, the form was broken up into sections based on the type of information being asked for. By breaking up the form, we also achieved the goal of being able to separate users into 2 different paths for this form.
