Create a website destination that establishes FASENRA as the unrivaled first choice biologic for eosinophilic diseases. Elevate confidence in FASENRA as the ultimate solution for eosinophilic asthma and future indications.
Goals
Build a branded destination that both simplifies and modernizes the FASENRA experience.
Drive continued awareness of triggers and emphasize the crucial role of visiting healthcare professionals (HCP).
Empower patients to confidently self-identify and proactively request FASENRA.
Decrease patient abandonment rates while promoting adherence to FASENRA.
The Before
UX Pain Points
Prioritize a mobile-first approach by optimizing typography, imagery, and overall UX for seamless mobile experiences.
Enhance the discoverability and accessibility of key actions by streamlining navigation and tailoring them to specific user segments.
Bridge the gap between user expectations and website content by aligning information architecture and design with user needs.
Improve visibility and prominence of primary support tools like FASENRA 360, ensuring they are easily accessible and clearly emphasized.
Enhance the user experience by strategically placing contextual and relevant CTAs for tools, minimizing clutter and optimizing conversion potential.
Establish a well-defined patient journey and conversion funnel to guide users seamlessly through the desired actions, promoting a clear path forward.
Design Explorations
Optimized Branding for ADA Compliance
The color palette underwent a transformation to adhere to ADA compliance, resulting in a refined blend of teal and claret shades.
Relaunching Fasenra DTC
By defining distinct audience journeys, we addressed gaps in user experience and introduced interactive polls to gather valuable insights. Additionally, we integrated an FAQ block on each page, leading users to dedicated FAQ articles, expanding our organic search visibility.
Visually, we prioritized a clear visual hierarchy and optimized eye-tracking patterns. We undertook a comprehensive redesign of the design system, granting us the flexibility to fine-tune brand typography and color palettes while adhering to ADA standards, ensuring inclusivity and compliance.
