Our patients trust our medicines, and we believe that their trust must be earned every single day.
The current DRL corporate website lacked personality and did not portray the brand’s core values, nor did it speak the language of its customers, resulting in a communication gap. Through interviews, workshops, competitive landscape and brand study, we arrived at an experience strategy which would guide the design.
Hierarchy of the stakeholders was established with Patients, Care-givers and Health care providers positioned at the top. We wanted to speak to the users who are in need of awareness around wholesome healthcare.
Team: Anuranjini Singh, DRL Content Team
Defining the new
Insights from the interviews, brand study and competitive landscape were extracted in the form of keywords and statements, which were noted and grouped into themes. These keywords would feed into the strategy model, which organized these themes into 3 axes: Functional & Emotional, Tangible & Visible and Implicit & Explicit.
This formed our consolidated website model, from which we articulated the essential design principles that guided the subsequent design process, and the strategy towards design and content.
The process revolved around key areas of inspection such as what objectives should the new website achieve and how should the organisation be represented in the very dynamic context of evolving healthcare.
Bridging the gaps
Interview with key stakeholders helped us arrive at directions for the new website. Competitor landscape and brand guidelines were also been studied to get a holistic perspective. The key input points which resulted in insights relevant for the experience building were stakeholder Interviews and Workshops, Brand Study and Competitive Landscape.
The insights were then synthesised at the intersection of Content Persona, and Design Principles to arrive at the content map, menu navigation, page structure/anatomy, information architecture and wire frames.
Major concerns that emerged from the various interactions were around lack of clear information on offerings of the company. The depth of work done by the organisation in the current and relevant areas were missing, hence not keeping with the organisation’s initiatives.
Users were not urged to take action when they land on the site, no guarantee of a response after committing to an action. The website did not aid connecting people to relevant information and answering their questions. There were several compliance related issues and the website was not doing a good job of bringing together the different platforms which were acting like isolated islands.
Converging to reinvent
From our consolidated website model, we articulated the essential design principles that will guide the subsequent design process. Balance emotional with functional through tangible and visible content, clarify stance, but also emphasise leadership, supercede implicit with explicit: focus on intellectual accessibility, avoid uni-dimensionality but maintain simplicity, give something worth keeping with each visit and avoid overdressing
We looked at the websites of our main competitors and extracted learnings from expert evaluation done on the flow, features and experiences of these websites.
Through our interviews and questionnaires, we identified a core set of stakeholders for the website and have prioritised them for a focused direction. It was clear that patients would be the primary stakeholder to influence other user groups. We were able to develop core themes after the various analysis and synthesis of the data gathered from various input points.
Core Themes
People & Story focussed
The website acknowledges the various visiting personas and speaks to them through narratives relevant to them. Bringing value in every engagement and interaction. Demonstrating through user based navigation/Stories & Testimonials.
From legacy to deep science
Highlighting science as an enabler which helps in creating affordable yet quality products and services. Positioning ourselves as future focussed ready for uncertain medical scenarios. Showcasing Science & research/Plants and R&D.
Indian organisation with Global reach
Indian origin with multinational reach - positioning the website as a hub linking all digital assets. Cascading the same experience to regional websites as well. Showcasing Stories from geographies/Plants and R&D.
‘Value offering’ oriented narrative
Emphasising on the value we want to bring to our end users. Business offerings have been translated into values delivered to enhance the lives of our users and partners through patient stories/our stand and responses.
Promises with Actions
Highlighting science as an enabler which helps in creating affordable yet quality products and services. Positioning ourselves as future focussed ready for uncertain medical scenarios. Showcasing Science & research/Plants and R&D.
Healthcare & welfare as a core deliverable
Taking stand on people and planet , this positions us as empathetic, aware and contextual to the current topics and help connect with right audiences. The design also is current and modern. Highlight Sustainability & Impact.