📍 The Windy City, Illinois
Cold Agglutinin Disease (CAD) is a rare autoimmune disorder affecting approximately 1 in 300,000 people worldwide. CAD patients face chronic hemolysis, anemia, and severe fatigue, significantly impacting their quality of life. Recognizing the need for a comprehensive global patient education platform, Sanofi embarked on revamping the existing US-based www.CADunraveled.com site.
Our primary objective was to create a more user-friendly platform, enabling easy access to essential resources. By improving the overall user experience, we sought to raise CAD awareness, empower patients with crucial information, and position Sanofi as a global authority in CAD management. Collaborating with a multidisciplinary team, we customized the site's content, language, and design to cater to the specific needs of patients in key markets, addressing the limitations of the original platform.
Website Redesign
Layout Optimization
Art Direction
Wireframing
Content Management
The original site faced accessibility challenges, hindering user engagement and navigation, ultimately leading to unmet CRM goals. Our team was presented with a design challenge to revamp the site, prioritizing an enhanced user experience and improved accessibility to meet the needs of a global audience.
Our UX team developed new wireframes with the primary goal of enhancing the site's usability and making resources more accessible. By strategically reorganizing the layout and prioritizing clarity, the revamped design aims to present information in a more digestible manner, ensuring that patients can easily navigate the site and access valuable resources, educational materials, and engaging stories.
Throughout the redesign process, we encountered various challenges, particularly in creating an engaging main marquee that accurately represented the experiences of CAD patients, who often feel cold due to their condition. Our team explored different concepts, initially considering featuring people to establish a personal connection.
However, we discovered that emphasizing the sensation of coldness resonated more strongly with the target audience. This realization led us to the art form of yarn bombing, which involves covering objects with yarn.
In the mid fidelity design stage, I refine initial concepts, streamline design elements, and enhance the user experience. Each section is carefully structured to communicate the intended message effectively. I incorporate feedback from the team and stakeholders, ensuring a polished and cohesive design that aligns with project objectives while maintaining its creative essence.
During the design process, we effectively addressed creative asset acquisition challenges by leveraging CSS Peeper, an innovative Chrome extension. Our introduction of a symbolic curved design element not only encourages user engagement but also represents the ebbs and flows of the CAD journey, fostering empathy and connection with patients.
By refining various sections for improved digestibility and consistency, we ensured a comfortable and seamless experience as users navigate the platform's wealth of resources. Ultimately, our thoughtful approach to design resulted in an inviting and supportive environment that resonates with CAD patients worldwide.
By utilizing meaningful design elements we enhanced user engagement and empathy.
Use innovative tools to help overcome challenges and contribute to project success.
Conduct earlier user testing, as it could have brought some of the pains points earlier.
