Grounded in Real-World Needs

We began with a Jobs-to-Be-Done workshop to better understand the specific needs of HCPs. Because we couldn't speak to users directly, we collaborated closely with stakeholders and leveraged research from a third-party vendor. From this, five critical user needs emerged:

Fast, frictionless access to relevant content

• HCPs do not have a lot of free time due to the conditions of their profession, so getting them relevant content quickly is important

Flexibility to consume information in different formats

• Due to their time constraints, not all HCPs have time to sit down in read articles so many prefer to consume content in more passive situations like driving to work

Supporting materials to deepen learning

• If content draws an HCP in, they were curious about other resources that might be useful pertaining to the topic

Signals of trust to reduce perceived bias

• HCPs know that the content is on a branded site and they want ways to circumnavigate the feeling of bias so they can trust the material

Ability to share valuable content with peers

• HCPs not only want to better inform themselves, but they often have a network of fellow HCPs they socialize resources with

Feature Strategy Aligned to Insight

We translated these needs into strategic features, balancing stakeholder requests with user value. With an effort–value matrix, we collaboratively prioritized high-impact additions:

Advanced Filtering & Search: 

• Reduce time to content

Media Summaries & Video Chapters:

• Provide flexible entry points and quick snippets of content

Supporting Downloads & Related Articles: 

• Extend value beyond videos and build ecosystem of resources

Most Played Heatmaps & Popular Tags: 

• Reinforce trust through peer activity

Content Bookmarking & Sharing: 

• Empower collaboration across peers

Design Highlights

Landing Page: Built for Speed & Personalization

I introduced advanced filtering (search, sorting, and topic filters), improved content card clarity, and added grouped sections like "Popular" and "New." Logged-in users could now see bookmarks and followed topics, creating a more personalized experience.

Media Page: Designed for Trust & Efficiency

Each video included a chapter selector, brief summaries, and a "Most Played" heatmap. Users could tag-hop, download supporting materials, or explore similar videos through an "Up Next" module—all while avoiding the burden of excessive clicking.

Events Page: Flexibility First

A hero section highlighted new livestream events with simplified registration cards. These changes aligned with HCPs' desire for time-flexible access and reduced the need for in-person participation.

Amplifying Impact Through Interactive Documentation

To support our stakeholder in socializing the work internally, I partnered with another designer to build an interactive documentation prototype. This gave stakeholders a hands-on way to explore the final designs and understand the thinking behind each decision. Hover-based annotations allowed viewers to uncover the rationale, insights, and design themes at their own pace—creating transparency, fostering alignment, and enabling our stakeholder to confidently advocate for the work across the organization.