UXPA UK July 2020 UX in Healthcare

UX in Pharma: Building meaningful experiences in an evolving industry
Filippa Vajda, UX Designer & Researcher and Voula Gkatzidou, UX Researcher, AstraZeneca
The Pharma industry is changing. Forces from technology, cultural shifts and heightened expectations of digital experiences continue to disrupt and shape our industry.Limited understanding of how UX contributes to value, and therefore how it can be measured, often means that organisations who are only now beginning to implement a user-centred approach, get stuck.
In this talk, we’ll share the approach we take at AstraZeneca for creating meaningful experiences and highlight some of the challenges we face as a Global UX team - with implementing a user-centred approach in an industry that’s in the early phase of its digital transformation.
Top tips and simple frameworks to help you design for health behaviour change
By Rosie Webster, Lead User Researcher at Babylon Health
Getting people to more of the things that are good for them, and less of the things that are not, is the holy grail of healthcare. Humans are complicated, and so behaviour change is complicated - luckily behavioural science can help us make sense of it.
This talk will focus on how we can use behavioural science to create products which support people in changing their health behaviour. Focussing on a framework called the Behaviour Change Wheel, Rosie will give you practical techniques and processes which can supplement your existing research and design methods, to help you to understand behaviour and design products which drive change.