Project Background
TAGRISSO is a prescription medicine used to treat adults with non-small cell lung cancer (NSCLC) that has certain abnormal epidermal growth factor receptor (EGFR) gene(s). TAGRISSO was approved to be used as an adjuvant treatment for early-stage lung cancer patients following surgery, which is an important milestone for AstraZeneca.
With this achievement, the task was to update the landing pages to expand the reach to potential early-stage lung cancer patients. The main objective of this project was to split the previous site and create two separate pages for early-stage and metastatic lung cancer patients, respectively in six languages: English, Korean, Chinese, Vietnamese, Japanese, and Tagalog.
My Role
Tools Used
Lead product designer
Art Direction
Responsive web design
Branding
Adobe XD
Adobe illustrator
Adobe photoshop
Zeplin
Design Process
Provide creative mockup to AZ client for approval. Upon client approval, provide a visual direction to the web development team for fit-gap analysis.
Provide handoff files of the English landing page over to the web development team to build staging links.
English asset MLR Review.
Upon approval of the English asset, proceed with the 5 in-language materials.
Provide handoff files of the English landing page over to the web development team to build staging links.
5 In-language assets MLR Review.
Project Timeline: 14 months
Review creative brief Internally.
Design style options in English (including homepage, hero image, inner page, button style, font style, etc.) to be shared with the client.
The client to provide feedback on the design directions.
Make iterations and share with the the client.
Client to confirm English design mock-ups.
Share design files with Cognizant (PPS).
Cognizant (PPS) to provide fit-gap analysis feedback.
Develop 5 in-language materials (Korean, Chinese, Japanese, Vietnamese, Tagalog).
Final review for all 6 languages including English.
Design handoff.
Launch site.
Challenges
To encourage Asian American patients and caregivers to proactively seek out information about biomarker testing & more effective treatment plans personalized for their type of lung cancer and affirm that having the right knowledge and asking specific questions will not offend doctors but only help doctors to determine the best course of treatment for their disease.
Solutions
Inspire current or newly diagnosed lung cancer patients to have hope for better outcomes with more personalized treatment options available.
Encourage patients and caregivers to ask their doctors about biomarker testing and EGFR-mutated lung cancer.
Communicate TAGRISSO’s clear benefits over other competitor drugs: Nearly twice as long Progression Free Survival Time.
Goals:
Desirable
Improved UX/UI
Useful
Updated Sitemap & IA
Usable
Educational Resources
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EARLY AND LOCALLY ADVANCED LUNG CANCER HERO MODEL
STAGES 1-3
METASTATIC LUNG CANCER HERO MODEL
STAGE 4
EARLY AND LOCALLY ADVANCED
LUNG CANCER
ADDITIONAL SCREENS
METASTATIC LUNG CANCER
ADDITIONAL SCREENS
Creative Director: Misun Ahn
Account Director: Kyung An
Senior Account Executive: Claudie Chen
Senior Art Director/Product Designer: Julie Moon
Development Team: Cognizant