UX Strategy and Copywriting
Project Summary
I compiled a 100+ page manuscript, as well as provided new copy to move all content from the previous KISQALI HCP website into a new CMS. During this process I was able to gain experience in UX writing.
KISQALI is a prescription medication, which is indicated for treating adult patients with hormone receptor (HR)-positive, human epidermal growth factor receptor 2 (HER2)- negative advanced or metastatic breast cancer (mBC) in combination with an aromatase inhibitor or fulvestrant.
Project Details
Client
Novartis
Role
Lead Copywriter and Content Strategist
Duration
May ‘22- October ‘22
(6 months)
Tools
Microsoft Word, Adobe InDesign, Adobe XD
Deliverables
Copy Style Guide
Manuscript with annotated changes
Fully annotated PDF of website with scientific annotations
Website
Problem
The client’s previous website needed large structural changes, as well as the addition of new pages for newly released trial data. All of the content would need to be gathered and reformatted within the new CMS guidelines, and any new pages would need FDA approval.
Requirements included creating a new comprehensive page for the data from the 3 trials, designing new CTAs and creating two new resource pages for the care team.
Solution
I worked closely with different members of the creative team such as art directors, strategists, UX design, and consulted with the medical editors when writing new copy.
As this was the first time working within the new CMS I worked most with the UX designer to create a style guide for future updates. I also recommended copy options for CTA buttons, header fonts, and placement of callout boxes to best showcase the story flow of the data.
Competitive Audit
After receiving client direction on requirements, I reviewed the websites of direct competitors such as Verzenio and PIQRAY in order to determine different components of their websites such as their video library, interactive components and their strategic language.
The direct and indirect competitors included:
Verzenio-a medication owned by Eli Lilly; a medication indicated for the same disease state and patient population
PIQRAY- a medication also owned by Novartis; with a similar indication for adults (postmenopausal women and men) with HR+, HER2- mBC
Website contains a branded video library and sticky navigation with a Contact Us accordion.
Website contains a similar layout for how navigation and containers should be designed. In addition, provides direction on where necessary manufacturer specific tabs in the header must be placed.
User Flow
I pulled all the content from the previous website and translated them into the coordinating sections provided in the sitemap.
Wireframes and Manuscript
After the wireframes were developed by the UX designer I updated my manuscript to include functional terms to align with the CMS.
I also collaborated with the UX designer to make design choices informed by the nuances of the content and data.
I identified where there were gaps in the data story and wrote copy for headers, CTA buttons, and other content blocks.
I also created alternative text for all visual components to meet style guide and ADA compliance.
At this stage I also noted where scientific annotations would need to be added for approval by the FDA.
Design System and Styles
I created a style guide through collaboration with the UX designer and art director to allow for uniformity in the fonts and content blocks to save time and money for the client in the future.
Interaction Styles
Jumplinks
We included jump links in the video library as well as each individual trial page to help the user find relevant information as quickly as possible.
Important Safety Information Tray
The Important Safety Information tray is an important legal addition and must be visible whenever there is a medical claim on the page. It functions as an accordion when it’s expanded/closed.
Accordion
We added an accordion on the Dose Adjustments page so charts are neatly organized for users.
Downloadable content
We added downloadable content blocks to relevant pages that allows providers and the care team to download resources based on what topic they were looking for.
Medical Expert Videos
The use of medical expert videos and quotes throughout the site was one of the most challenging parts of this project. Any content that included a medical claim had to be in close proximity to a block of trial context. This affected the layout of each page and had to be taken into account for the layout and the hierarchy of the content.
Through much collaboration with the medical, art, and UX team, we were able to align on a layout that benefited the client and the user.
Before and After
Reflection
This was my first time as not just the lead copywriter but as more of a UX strategist role. I was able to take my skills with persuasive writing and my familiarity with design and combine them in a strategic way to increase accessibility and drive audience engagement to a long-term, comprehensive destination.