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Project Overview: In May of 2022, the Fortune 50's 4th ranked company, CVS Health needed a User Experience Strategist to guide product vision while tackling requirements in an effort to re-image a Physician facing interface known as DUR or Drug Utilization Review. On the DUR screen, doctors have access to patient portals, medical history and other health related information.
Problem: Pharmacist irresponsible tendency to acknowledge soft stop and hard stop warning notifications on the DUR screen without delving deeper into the why behind it. This user error resulted in multiple fatalities attributed to contraindicators from the first to second quarter of 2022.
Solution: I thought it would be extremely insightful to conduct ethnographic research in order to gather qualitative data by observing first hand the pain points troubling Physicians.
Role: UX Strategist
During the discovery phase, I was able to produce the DUR roadmap. This plan of action was very impactful because it helped to maintain alignment across all teams while simultaneously giving visibility to stakeholders on our progress. As a shared source of truth in an agile environment, the DUR roadmap provided crucial context for the team's day to day work.
User Flow
User Flow
A user flow was created to communicate the customer journey when creating a DUR and suggest potential alternatives in the competitive landscape.
Key aspects of ethnographic research:
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Participant observation
As a researcher, I observed the Pharmacy team during normal business hours and did not interfere. I really wanted to gain a deeper understanding of their experiences.
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Qualitative data collection
I relied on qualitative data, such as observations, interviews, and analysis of artifacts and documents.
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Focus on culture and behavior
The goal was to understand the cultural context, social dynamics, and behaviors of the entire Pharmacy ecosystem.
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Contextual understanding
It was important to understand the cultural context within their working environment.
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Immersion and observation
The research team spent two full business days at various CVS locations in Rhode Island, observing the daily interactions.
Proposal: After conducting behavioral research over the course of two days, it became clear that most user error by Physicians could be attributed to alert fatigue. During a typical working shift, doctors could have several hundred alerts popup throughout the day. In order to maintain sanity, they often acknowledge those alerts they perceive to be less dangerous. My suggestion was to suppress all background noise in a DUR interface and only surface the most relevant information needed while navigating the screen. Also, to differentiate between soft/hard stops, I used color phycology to diagnose severity level and modernized the iconography involved in the redesign.
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