Tokenization Infographic

Client

Our client is a large top 10 pharmaceutical company. They specialize in research and development and are the industry leaders in the healthcare tokenization practice.

Situation

Knowing that tokenization is a new concept in healthcare, our client asked ZS to formally introduce tokenization to their internal staff. They wanted something to highlight the new possibilities and teach their stakeholders how they can integrate tokenization into their work.

Due to the quick timeframe, we presented a few options before settling on an interactive infographic that provided all the information in a visually exciting way. That way, our clients would be able to easily scan the infographic when on the go, while being compelled to use the website because of the beautiful visuals.

What is Tokenization?

To provide more context, Tokenization is an industry-leading capability leveraged by our client. Tokenization involves protecting personal participant information with a randomly assigned ID number (similar to a personal barcode) .

It allows for better and more efficient ways to conduct clinical trials through the combination of randomization, security, and anonymized patient data (RWD).

the Problem

Tokenization is an incredibly complex process and we had to figure out how to transform the technical content in a fun and digestible way. The client also wanted a way to still dig into the technical information, so we had the strategize how to balance the information with the visuals.

We came up with a plan to

1. Understand the user (talking the stakeholders)

2. Create a compelling story with the content (content strategy)

3. Choose the right tone and imagery (art direction)

4. Make the infographic come alive (animation & design)

The first step was to understand who we were designing for. After looking through our desk research and conducting stakeholder discussions, we created a content document that outlines the tokenization process. The UX researcher split the document up into major sections that explain what it is, how they can apply it to their work, and how to start using tokenization.

As we kept our persona in mind which I created in the left screenshot, we knew that the design must

1. Be scannable to empower our clients who are busy

2. Have a call to action so the design will guide our stakeholders to adopt the tokenization capability

3. Must be visually exciting to express the difficult concepts and help get them excited about the new venture

An issue we ran into during the process of design was that the website looked cluttered when putting all the information inside. Although that was one drawback, the benefit of that was that you could access all the details.

We aimed to find a middle ground for the issue, so we asked our client if we could truncate the content into the main points; however, he insisted that all the technical information still had to be there.

After some brainstorming, we came up with the idea of using drawers to shorten the content and let the design breathe. Our users could see the most important information at a glance and open the drawers to reveal more details left video).