Neuroflix
Neuroflix is the world’s first dedicated Video Streaming Service for Health Care professionals. Developed inhouse by Biogen, hosted at BiogenLinc globally.
Company: Biogen
Date: 2021-2022
Role: Creative & UX Direction
Format: Web Application
Situation
In recent years, there has been a notable change in the behaviors and preferences of healthcare professionals (HCPs) regarding how they access information.
Complication
The traditional methods no longer meet the HCP needs effectively. HCPs are increasingly seeking information that is concise, easily digestible, and available in video format, which they can access on a self-service basis at any time. This shift poses a challenge for Pharma companies to adapt their content delivery methods to cater to the evolving demands of HCPs for more flexible and user-friendly access to information.
Resolution
These shifts presented a huge opportunity to drive HCP engagement. To address the challenge, we built NeuroFlix, the world’s first dedicated Video Streaming Service for Health Care professionals. Offering bite-sized videos that are concise, easily digestible, and accessible at any time via BiogenLinc Biogens self-service customer portal.
Offering a way to build and maintain trust outside of a handful of visits a year. Video content is a great vehicle to share medical content. The SEO benefits only continue to compound as search engines become more intelligent about how they index videos.
The Approach
Offering a great customer experience to users is no longer a unique advantage—it’s expected. Users are over the flashy one-off digital experiences that gained attention in the past. They want experiences that deliver utility and value—leveraging technology to deeply understand the HCP needs and deliver real value while also maintaining a consistent voice and user experience.
We have followed a User-driven design process ensuring an engaging digital experiences that meets the needs and expectations of the users.
We used the 6-step design thinking framework, which is a human-centred approach to innovation that integrates the needs of people, technological possibilities and business requirements.
Step 1: Understand
We looked into research to understand the users’ needs & motivations. Based on the current user data from BiogenLinc, we can see that medical education videos, in particular, are viewed frequently.
According to our interviews with HCPs they access Medical Education, and they especially prefer to consume content out of the office, at home, during lunch break or on the go. That meant we had to make sure the Mobile User Experience was as strong as on the desktop and the User experience was not compromised in any way.
Our customers expect personalised engagement and tailored content which was another focus during the design phase.
Step 2: Define
Based on the user goals, needs and context we identified and specified the users requirements. We defined a hypothesis about how this service can improve the user experience and answer the user needs.
Step 3: Ideate
We have Ideated multiple solutions so the users are enabled to reach their goals in themost optimal way.Giorgio: we also evaluated what the current BL/system could allow us to do. We had to put aside many features that could not be provided at the moment but keep the core of the theNeuroflix project.
Step 4: Design
Designed the solution we find the most optimal, starting w. wireframes Include a technical feasibility check of the solution.
Step 5: Prototype
Built a High-fidelity prototype to mimic the final solution. And check the user flows.
Step 6: Test
We ran a User Study with German HCPs to validate the flows and design. We have gained valuable input from the test participants. Starting on preferences on colour theme, labeling and Feature relevance as well as expectations on specific UI details. We learnt that users expect the content to be precise and limited to the essentials in 10-17 mins. Longer recordings should be split up into short episodes. Users were disappointed not to be allowed to download the videos on their devices while the HCPs had a thoroughly positive first impression; we had to make a lot of refinement to make sure the user experience is right.
The winning solution was finalised, specified and handed over for implementation for the Development team.
The Branding
The Neuroflix brand aligns with the Biogen link visual identity and brand guidelines using the same tool kit elements to resonate with the rest of the platform and provide a consistent user experience. The Neuroflix brand provides an immersive, Cinematic user experience using science-based photography. And uptilting the BiogenLinc grid, all encapsulated in a dark colour palette. The UI was designed utilising the BiogenLinc Design System. Which is based on the following six design principles: “Usability first”, “Simple & personal”, “Friendly”, “Accessible for all”,“Progressive disclosure” and “Best in class.”
As a result, the application creates a positive impression among customers, thus strengthening the brand.
To Drive engagement to the platform, marketing materials were also developed, alongside a branded intro.
Development
Our main goal was to create a sustainable technical implementation that is scalable and integrates with the rest of the BiogenLinc ecosystem. The Video streaming service was implemented using BiogenLinc’s core tech stack: NextJS, Contentful, Brightcove and our own UI library Linc-UI.
User interactions and preferences are automatically tracked as BiogenLinc users, and we can analyze user behaviours based on Google Analytics and Hotjar Recordings. These can lay the foundations for further improvements. Work has started on Version 2.0, focusing on personalisation, and we are looking at adding several other features
