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Healthcare Tech

Design System

User Empathy

Creating a design system for personas for ZS associates.

DURATION

3 months, Mar 2023
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MY ROLE

Visual Designer​

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TEAM

2 User researcher

2 Visual Designer

ZAIDYN's persona development bridged teams and end users, transforming insights into user-centric products.

ZS Associates, a global consulting firm, mapped 80 unique personas to better understand their diverse users. We created a visual design system with clear documentation to help their teams design more personalized products. This made the process smoother and more user-focused.

ZSImpact.png

  • The ZAIDYN user ecosystem is large and complex, making it difficult to organize and simplify the user universe effectively

  • ZS legacy products had various user definitions and groups, requiring alignment on a consistent understanding of who we are building for

THE CHALLENGE

  • With multiple ways to solve problems using technology, ensuring that product decisions are consistently connected to user goals is critical

  • Promoting human-centered design and building experiences rooted in empathy for ZAIDYN end users can be challenging, especially when balancing technological and business needs

How might we deepen empathy in our design process to enable seamless integration and customization as we expand to new user groups?

Empathy-Driven

Design with deep user understanding and emotional connection

Scalable & Flexible

Create adaptable designs for new groups and changing needs

DESIGN PRINCIPLES

Data-Informed
Let data guide decisions while balancing creativity

Inclusive & Simple
Prioritize accessibility, and inclusive experiences for all users

THE APPROACH

We got the filtered data from our researchers and designed personas to help users quickly connect with our products and tools.

By focusing on key elements like quotes, stories, and names, we ensured that these personas offer a clear and quick understanding of how users engage with their work environments, making our products more accessible and user-friendly.

THE SOLUTION

VERSION 1.0

Feedback received by researchers

  • Add more details to personas, including daily routines and multiple quotes to capture their thoughts and feelings

  • Visually link personas using icons or a mini org chart for better context

  • Combine skills and tools sections by showing how each persona uses them in context

VERSION 1.5

Feedback while collaborating with visual designer

  • Scale down visuals for better scalability across 30+ personas

  • Focus on text with pull-quotes to maintain consistency across the board

  • Ensure the layout is easily editable by those without prior Figma experience

  • Reconsider the structure to accommodate varying content levels

VERSION 2.0

Feedback received by researchers

  • Add a persona group tag on the right side and move the org chart into the "Day in Life" free space

  • Ensure consistency with the Name label (e.g. Dhara, Data Scientist)

  • In the Overview, include system role descriptions in touch points, adjust highlights/frustrations to 2 long boxes, and standardize the skills/tools and goals box sizes

  • For "Day in Life," widen the org chart box, justify text, remove indents, and reduce the text size to 20px

FINAL DESIGNS WITH CONTENT GUIDELINES

  • Try to write content such that a new ZSer or a person unfamiliar with the pharmaceutical industry would be able to understand it.​

  • Spell out acronyms, write about goals and actions in plain language. 

GENERATING EDITABLE MASTER COMPONENTS

Developing versatile, editable components that streamline the research process and ensure consistency across various projects.

USER GUIDE WITH ANNOTATION

Creating a comprehensive user guide with detailed annotations to ensure they accurately represent user needs and behaviors, enhancing the design process.

SUCCESS AND METRICS

By designing a master file template for personas, it became highly efficient for multiple designers and researchers across the company to collaborate, enabling them to generate over 80 personas in a single day.

LEARNINGS & REFLECTIONS!

  • Collaborating with lead user researchers and a visual designer clarified the persona design process, presenting a great opportunity to integrate personas seamlessly across the entire company
     

  • Structured calls with researchers and receiving feedback on each version greatly enhanced the visual design
     

  • The design was optimized for 1920 x 1080, ensuring the editable file could be easily viewed both on the web and in presentations
     

  • By merging my strengths in persona design with learning component creation from a fellow designer, I fulfilled the requirements and saved 10% of the project timeline

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