Teva Canada
Combining websites to help people live better days
Client: Teva Canada
Agency: Goods & Services Branding
Role: UI/UX Designer
Year: November 2017 – May 2019
www.tevacanada.com
UI/UX Design / Brand Implementation
Teva is one of the largest manufacturers of generic drugs in the world. In Canada, they produce more than 400 generic and branded medications that help treat everything from ear infections and diabetes to heart disease and cancer.
Seven websites into one
Goods & Services was approached by the team at Teva Canada to combine their various websites into a more robust experience, containing all of the information and resources they share with their audience.
Previously, Teva Canada had seven websites that they used to house the information and resources for their different target audiences. These websites included information about:
Generic, specialty, and brand-name pharmaceutical products
Resources for those using Fentanyl
Resources for those living with osteoporosis
Continuing education materials for healthcare professionals
Resources for caregivers and their patients
Facts about generic medications
These websites also had different designs, menu structures, and were very slow to load. All of these factors made the websites very frustrating to use.
How might we help Teva Canada centralize their knowledge of medications and numerous healthcare resources in one website for their audiences of healthcare professionals, patients, and caregivers?
Former Teva Rougier website homepage. This website housed information about the over-the-counter (OTC) products they made.
Former Teva Innovations (Specialty Medicines) website homepage. These were new products that Teva invented themselves to treat various serious medical challenges.
Former Teva Pharmacy Solutions website homepage. This website housed educational resources for pharmacists, pharmacy technicians, and physicians.
Designing in phases
Due to the large scope of this project, it was split into two phases. In the first phase, creating the database for generic products and creating a central access point to the other websites were the main goals. As a result of this first phase of the redesign, organic search traffic to the website increased by 33% when compared to June 2017.
For phase two, the goal was to combine all of the other content into the single website. Along with showcasing the branded and specialty medications, Teva Canada also wanted to highlight the various continuing education materials they have for healthcare professionals. During this phase, I worked closely with our project manager and Teva Canada’s marketing team to ensure that business and stakeholder goals were met. This included being an active member of weekly sprint meetings with our internationally-based team of developers, translators, and Teva Headquarters stakeholders. During this phase, I also taught our production designers and editors how to build pages and input French and English content into the CMS.
Phase 1 homepage.
Phase 2 homepage.
Challenges
During the progress of this project, Teva went through two major rebranding initiatives. Considering that the provided branding elements had been designed for print-based purposes only, we had to change the main colour palette of the organization so that it would work with WCAG 2.0 AA standards. After much discussion, we were able to persuade Teva Headquarters that Teva Canada needed use a modified colour palette for their digital projects going forward.
Top row: Original brand colour palette that was not WCAG 2.0 AA compliant. Bottom row: The modified, WCAG 2.0 AA compliant colour palette.
Another challenge was the “Resources for healthcare professionals” filter. This showcases all the continuing education and professional support materials; pharmacy tools and resources; patient and caregiver resources; and information about generic medicines. To help sort through and group the information, an affinity mapping exercise was conducted with the business stakeholders. This was instrumental in showing the developers how we needed this feature to function, since the development of this section was much more complicated than initially anticipated.
Photos from the affinity mapping session to organize the resources for pharmacists, pharmacy technicians, and physicians.
Results
Teva Canada’s marketing teams have noticed how much easier it is for patients, caregivers, and practitioners to find information about the company, its products, and educational/caregiving resources. The website as a whole has been running more efficiently, and the marketing team has found it much easier to update information, including educational and care resources, as well as their product listings and monographs.
Desktop and mobile views of the pharmacy tools and resources filter.