Eli Lilly

Eli Lilly: Creating a
care-based UX

In 2022, I led a project to envision a patient support UX that facilitates user engagement with Eli Lilly services and products through NFC-enabled digital solutions.

Focusing on what
truly matters

The project initially focused on a single product: Taltz (a self-injected psoriasis medication). This quickly expanded to the wider aspiration of better understanding the reasons behind poor treatment adherence, and defining a strategy to help overcome them that could be applied to other Lilly's products.

Research indicates that a significant number of people are put off because they’re uncomfortable with medication in general, lack understanding of the treatment prescribed, or are uncertain of their ability to self-administer. The conventional approach, which presents people with generic instructions and complex safety information does not directly address these issues. In response, a new "support-based" UX model was proposed. It proactively identifies barriers and offers personalised support and reassurance to deal with them.

Overcoming the barriers

The new model places greater emphasis on the user’s perspective, including assessing their familiarity and attitude towards the treatment, and their experience and confidence with self-administering medication. Capturing this information customises the experience by responding directly to a user's circumstances and offering relevant support.

Systemising understanding of the user

A light user profiling framework helps to describe users from a perspective of they core needs - emotional comfort, knowledge and skills.

Lean architecture

Boiling down the experience of capturing person's circumstances to very few question and atomising the content ba`sed on user profiling, helped to simplify the overall structure of the web app.

Innovative UX; familiar voice

Recognising how novel the proposed UX model is in the context of the company's wider product portfolio, the appearance of the digital experience was made intentionally familiar and fully aligned with Lilly's and Taltz's visual identities.

Support just one
tap away

The digital experience works in tandem with the physical hardware. This means that the product itself—the autoinjector and its packaging—has cues prompting the user to access support by tapping it with a smartphone.

Evaluate

Barriers to self-injection are identified with a simple prompt and response.

Response & Support

Reassuring messaging and support resources help lower barriers to self-injection.

Visual aid

Easy to consume video loops provide clarity on exactly how to administer the injection.

Building trust & continuing to support

Once value is proven, collecting email allows Lilly to follow up with even more support.

Continuing to build trust
& confidence

The proposed care-based UX model gained significant traction among Eli Lilly's design teams and inspired further explorations.