The eDetail iPad app won the award for being the best profesiones sales tool foor healthcare. Our team surpassed ViiV's expectations, logging a remarkable $2.5 million into McCann's health budget for 2022.
02 DISCOVERY
Enhance the healthcare professional HCP journey mapping by refining persona descriptions and their needs through card-sorting tree testing
The creative teams and digital brand owners in the innovative healthcare industry have a siloed workflow that does not allow growth sessions. This reflects limited trust and overspending in rounds of iteration due to a lack of collaboration
02 DISCOVERY
We unearthed valuable insights through usage data, inventory analysis, and user research:
In ViiVexchange’s global inventory of listings, 1 in 5 photos are vertical.
However, due to poor screen space use on desktops, vertical photos appear
half the size of horizontal images.
Most guests browse Airbnb mainly on desktop and mobile. Just 5% use a
tablet (medium) breakpoint. Most people use the Left, Right, and ESC keys
to navigate.
Participants reflexively swipe left or right on full-width images without UI
affordances like arrows or pips.
Validate + Iterate
03 VALIDATE + ITERATE
With my PM and team, I sketching out a number of different interaction model concepts for desktop, moweb, iOS, and Android
My team and I rolled out changes as milestone experiments:
M1 — Layout improvements The first milestone release focused on
improvements in how we used screen space on the desktop. By rearranging the
layout of the desktop photo viewer's design, we could display vertical photos
40-60% larger and horizontal images to display 30-50% larger.
M2 — Cross-tier support Next, I led the effort to make the photo viewer work
across all Airbnb tiers: Marketplace, Plus, Luxe, Hotels, Experiences, and
Adventures.
M3 — Entry point improvements Finally, the third release improved entry points
to the photo viewer across all tiers.
The project was a success on all fronts.
Reduced costs – Vastly reduced eng maintenance costs by
consolidating 5 photo viewer code bases into 1
Larger photos – Horizontal and Vertical photos can now be shown
40% and 60% larger, respectively
Shorter time to book—The time from launching the gallery to
tapping the book is slightly decreased.
Improved guest experience – User research confirmed that guests
found it easier to use.
No hit to guardrail metrics – No reduction in perfect stays rate (5-
star stays with no support tickets)
No hit to guardrail metrics – No reduction in perfect stays rate (5-
star stays with no support tickets)
$6M
Yearly budget effectively
managed, planned and resourced
1,500
Yearly budget effectively
managed, planned and resourced
80+
Yearly budget effectively
managed, planned and resourced