Masterclass TV

The most crucial aspects for the success of this website for healthcare professionals was for users to earn CPD points and CPD certification by watching a series of on-demand videos and live-streamed events with live Q&As.

Role - Research, UX
Year - 2021

Understanding the problem

COVID-19 drastically changed the lives of healthcare professionals. To ensure continuity of educational support, we had to explore different ways for our client to engage with physicians during the pandemic. Our client was not meeting physicians face-to-face. They could interact virtually, but needed to be mindful of the customer situation to ensure the patients always came first.

The project objectives

• Provide high-quality on-demand medical education, to drive a change in behaviour

• Provide an optimum learning experience for users, with an action focus to support improvements in patient care

• Provide a bank of digital medical education assets on an easily accessible platform that can be used beyond 2021

• Enable users to earn CPD points and CPD certification for their ongoing medical education

Main functionality: accessing videos and live events

We needed a website to host a series of on-demand videos, live-streamed events and live Q&As.

Completion of each video season enabled an ‘end of season quiz’ and access to a personalised downloadable CPD certificate. CPD certificate will be generated as a PDF and based on provided by Bluedog template with a few variables included in <name> <season><date>. History of all certificates will be stored in user account and accessible at any time from desktop and mobile devices. The secondary functions of the platform entail access to ‘Resources’. Resources will be available as a streamed video and podcast, downable PDF with preview (see: https://bit.ly/340c8tw Resource PDF, Resource VIDEO, Resource Podcast)

The platform is to be usable with full functionality across mobile and desktop devices unless agreed otherwise.

Crafting the experience

We were tasked with developing the branding and style of an online educational platform. This needed to be aligned with but distinct to the main client branding to differentiate their educational service from their promotional materials.

A key consideration was to create an engaging experience to seamlessly replace in-person meetings and reach out to a wider audience. A key driver for engagement was the CPD points that physicians would gain for each completed season, knowledge assessment test or attending a live-streamed meeting with experts including Q&A. The platform also needed to be easy to administrate so that it could be updated as new content becomes available.

As a fist step, we developed proto-personas and user scenarios based on stakeholder interviews. We then ran a workshop with the clients to establish for each user and scenario the main actions and steps that would be taken in attempt to accomplish a goal. As a result of the workshop, we developed user journeys.

Deliverables

Throughout the project we collaborated closely with internal and external stakeholders, providing them with updates and user testing at all stages. We followed our internal best-practice processes to optimise the efficiency of the project delivery.

User experience was key, so we considered all user personas to optimise and simplify the user journey for all. 

We ensured a consistent experience by creating a robust design system built on reusable components.

The Zeplin platform was used to handover the designs to the developers.