FIRST – Foundation for Ichthyosis & Related Skin Types

Problem

FIRST needed a site refresh allowing them to update their content without having to pay a web development vendor to do the work. Also, the site information architecture needed to be simplified so ichthyosis patients can find the information needed to manage their condition. In addition, because ichthyosis is a rare disease, the number of medical professionals with the ability to diagnose and treat the condition is limited. Researchers needed access to the current clinical research efforts, and the opportunities to partner with FIRST for funding and test subject recruitment assistance.

Process

I needed to solve the right problems to improve the user experience on the site and improve the quality of life of their users by giving them better access to the information and tools they lacked.

Research

I conducted multiple interviews with each of their user types to learn what they needed from the new site that wasn’t available on the current site and how to structure the content so it was easy for them to find the information they needed to manage their condition better. Then I created audience personas to document what I learned about each audience type.

Solution

I created a new site architecture that was segmented by the two primary audience types; patients and caregivers living with ichthyosis, and medical professionals. The patients and caregivers content was organized by “Life Stage” so users could find content more relevent to their needs.

Outcomes

My team delivered:
– Enhanced “Physician Finder”, now searchable by specialty and international
– Member “Recommended Products” for ichthyosis management
– Updated design for “Ichthyosis Types” pages, plus two newly added types
– Simplified access to “Member Stories” about living with ichthyosis
– Dedicated section for medical professionals, and for researchers seeking clinical trial partners
– Patient and caregiver content organized by “Life Stage”
– Increased language translations from 3 to 9
– A new technical platform on WordPress greatly simplifying their content management process