Bristol Myers Squibb

My Role

UI Designer | UX Researcher | 2024

As the Lead UX/UI Designer I was responsible for research & visual execution across desktop & mobile, prototyping & validation, as well as strategizing and accessiblity testing an AI-powered tool.

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Challenge

Bristol Myers Squibb needed a unified digital experience to bridge the gap between patients, providers, and account resources. Users previously lacked clear pathways to locate an Account Executive or access support tools tailored to their health journey — leading to missed engagement opportunities and unclear patient guidance.

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Our Solution

We developed a responsive microsite to reach 2 different users from the data collected through research. It was important to me to demonstrate how consumers communication to access support teams & what relevant information is important for relevant condition-specific health education.

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• Consumer Pathway: Find an Account Executive (AE), access patient journey tools, and review condition-specific health education.
• Provider & Stakeholder Pathway: Explore health equity resources, download toolkits, and integrate screeners for improved care coordination.

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Key Features

To determine the most relevant content for both providers and patients, I collaborated with our internal marketing team and the BMS analytics team. Our focus was to identify key features and insights that would resonate most with our target consumers.

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Key Features that are most impactful:

- Find My AE Help users connect with a BMS representativeOne-click call-to-action with contextual instructions

- Patient Journey Map Guide patients based on where they are in treatmentHighlighted visual hierarchy, minimal cognitive load

- Health Equity Resources Empower care teams to support underserved groupsCard-based layout with familiar iconography

- Pop-Ups & Interstitial Modals Clarify external links and educate users before redirectionPrevent abandonment and boost trust through transparency

- 404, 500 & Maintenance Pages Offer graceful exits during downtimeFriendly, branded messages to maintain user confidence

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Design Consideration

Along the way there were new design considerations to include such as:

• Simplified content blocks for mobile
• Re-prioritized CTAs (e.g., “Find My AE”) at the top on mobile.
• Pop-ups and interstitial messages adjusted for screen reader compatibility and tap zones.

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From Concept to Connection: Designing 'Find My Account Executive' Widget from the Ground Up

Collaborating with internal marketing and analytics teams to evaluate drop-off points and pain points in the AE contact journey.

Since our internal & partnered marketing & analytics team started the conversation for a zero-to-end product need, we evaluated drop-off points and pain points in the Account Executive (AE) AE contact journey.

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User Research

Beginning our research by exploring the challenges health care professionals & healthcare providers faced with direct contact to Account Executives (AE) and receiving correct contact information. Following this our internal team evaluated contact drop-off points and pain points in the Account Executive (AE) contact journey. The objective was to gain insight where consumers were dropping-off and how effective there current communication system provided direct contact. While receiving external surveyed data from BMS Support Access Team and I conducted competitive research to analyze how existing tools approached similar problems. This analysis revealed gaps in their user flows, particularly around balancing AI automation with user customization

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User-Focused Iterations

The final solution included an AI-assisted workflow that tailored consumers wanting user control and seeking efficency in response time.

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Below are the core parts of the Solution.

*****While the design of the site has since been updated, the functionality and intended use of the 'Find My Account Executive' widget remains fully applicable and continues to serve its original purpose on connect2bms.com."

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