Company 
Immunomedics

My Role
UX Designer at AREA 17

Objective
Humanly is a mobile-focused website where current and recovered Triple Negative Breast Cancer patients share and listen to personally meaningful short stories in easily snackable audio format. Born out of our branding work for a new drug – IMMU-132, developed by pharmaceutical start up Immunomedics.

To design a platform that will allow the users to be their authentic selves, while navigating the emotionally sensitive landscape of living with serious illness.

Current and recovered Triple Negative Breast Cancer patients. From younger, tech savvy individuals to senior patients with basic tech knowledge.

Context
Frog Design has previously done a comprehensive marketing research for Immunomedics which included developed user archetypes, in which we used the information as foundation to begin our brand and product exploration.

Archetypes
Done By Frog Design for Immunomedics. We took on the categorization since it matched the user needs reflected in our own research.

We did an analysis on community building platforms, both in category and out of category. And soon gathered a few insights: .

1) Emotions are complicated

Most communities strongly emphasize the idea of “fighting” and “winning” cancer. Which through research, was marginalizing people who are in the metastatic stage.

2) One message doesn’t fit all

TNBC can happen to any gender and on very young women. Most platforms don’t resonate with some TNBC patients. Being inclusive is important.

3) Up-to-date choices are limited out there

Most communities out there have out-dated website infrastructures and designs, using very old forums or rely on private facebook groups. 

4) User generated community

A lot of the strongest communities are built organically both online and offline

Branding & User Mindset Workshops
This client workshop led by Carolyn helped us be in the right mindset to look for opportunities. Checking every step of the way if we are delivering what we say we are: To be receptive, to be real, and provide insights.

Brainstorming Session
Internally, our team did an brainstorming session to imagine what a audio-sharing interface would look like. Both conceptually and practically on an interface.

Sitemap
Identify key user moments to build MVP. Knowing it will become more robust in the future, the team worked on creating a strong foundation within the first deadline.

Wirefames
The first step was to map out the three main activities users are ask to complete on the site:

1) Listen to a story

The first sketch I made was the listening flow. Taking into account that users don’t have much time to consume content in their busy lives, and will likely be doing other things while listening.

The two other actions are a bit more complicated. So I quickly sketched out the user flow

And created the wireframes.

2) Record & Share: Flow to share an audio story

An intuitive and easy-to-use interface that can be understood and navigated by older users, or by their caregivers. Including some inspiration on what to say.

3) Reach out: First step to community building

Knowing that users are cautious about sharing their contact info, we need to balance the need of privacy and the openness that builds a community. Our solve was to offer three canned messages with icons accompanied by a short, friendly message.

Using my wireframes, the engineering team worked with the visual designer and built a responsive prototype to test on both desktop and mobile.  The responses were generally very positive, and we made changes accordingly for the final delivery.

i.e.
• Took out topics that triggered negative reactions.
• Visually simplified and enlarged the player.

Humanly: Our Story launched in November 2018.

The final site officially launched at the annual TNBC fundraising gala in 2018.