Summary
Summary
Discovery
Discovery
Adapting & Evolving
Adapting & Evolving
Version 2.0
Version 2.0
Reaction
Reaction
Impact
Impact
Conclusion
Conclusion
ALL WORK

DATA VIS · MOTION · PHARMA

Signal

Overview

An interactive exploratory tool, bringing complex clinical-trial data to life through data visualization, animation, and an innovative user experience.


Background

Code named Signal. Our client had a rich body of clinical-trial data in their disease area and wanted a bold new way to communicate it to healthcare professionals. One story sat quietly inside the numbers: how patients responded to placebo over the course of a study, and how dramatically an individual's response could vary from the headline average. Reduced to a single line on a chart, that nuance disappeared entirely. The client wanted a tool that did the opposite — one that let people explore the variation directly, see the patients behind the mean, and follow each response as it unfolded over time.

Scope Interactive data-visualisation tool
Role Art Direction, UX/UI, Data Visualisation & Motion
Year 2014–2016
Outcomes A bold new way to communicate clinical superiority
Signal video wall and iPad

Discovery

The client set a brief to create a transparent and data-led tool. This would be constructed as an interactive data-visualization experience and would be exploratory in nature which was groundbreaking at the time. Needing to communicate more directly with healthcare professionals, the tool also needed to be easy to use and engaging, to generate excitement whilst being backed up by solid data.

My design team at PharmiWeb collaborated with Infogr8, a data visualization agency to help devise the data structure, we then worked out the UI including navigation, animation, and branding. The first version was developed for display at conferences on large multi-screen video walls, the experience was a combination of guided and self-service from kiosks.

Signal awards highlight reel

Adapting and Evolving

The second iteration of the tool was adapted for the iPad and required a complete re-design and build of the front end. I was especially hands-on with this phase of the project, we no longer had the assistance of Infogr8 and were also required to add new data into the tool. My focus was user experience and performance, collaborating closely with development I researched javascript libraries that could be performant within an HTML wrapper on the iPad, eventually suggesting GSAP, in early tests I could demonstrate complex animations running ‘buttery smooth’ on the device. I iterated the design and we trialed various data forms with the client.

A new set of data focussing on response over time needed to be added, this was provided to us as XLS data tables, these contained hundreds of time-based records, scanning through hundreds of patients data, it was a daunting task to take in-house and suggest ways to visualize these data. First I needed to comprehend the implication of the figures and I had a few workshop sessions with the head of statistics and his team client side. I learned that an individual's response could swing far from the mean — some patients improving sharply, others barely moving — and that the average quietly concealed just how much variation sat underneath it. The purpose of the work was to make that spread legible, so it could be interrogated patient-by-patient looking for patterns in the data. After these sessions we settled on a heat map to visualize response across the duration of the study, this method would be easy to scan across many patients, also providing a way to navigate into individual patient records to examine those in isolation. The concept of the heatmap needed to be mocked up and adapted to the established style within the tool. I iterated on this and eventually settled on rows of bubbles that expand with the magnitude of response.

Other work included new visualizations of patient demographics, help and tutorial screens for self-service, along with a re-brand for the new version on the iPad, alongside an updated version for conference video walls. Although the project was very challenging, at times tense and complex, the outcomes were very well received and garnered some fantastic feedback from the client and beyond.

Signal viral-resistance visualisation prototype

Version 2.0

The tool grew into response, variability and adverse-event modules, delivered for both conference video walls and iPad. Hover or tap the markers to explore how each part of the interface works.

Signal efficacy module on a conference video wall and iPad
Adverse Events: Conference TV Version.
The user can scan and track changes over the duration of the study.
The user can sort, filter and scan adverse events across multiple clinical trials, they can interrogate symptom-by-symptom and drill into further details that show incidence, duration, grade and severity.
Adverse Events: iPad Version.
Signal resistance module on a conference video wall and iPad
Adverse Events: Conference TV Version.
The user can scan and track changes over the duration of the study.
The user can sort, filter and scan adverse events across multiple clinical trials, they can interrogate symptom-by-symptom and drill into further details that show incidence, duration, grade and severity.
Adverse Events: iPad Version.
Signal adverse-events module on a conference video wall and iPad
Adverse Events: Conference TV Version.
The user can scan and track changes over the duration of the study.
The user can sort, filter and scan adverse events across multiple clinical trials, they can interrogate symptom-by-symptom and drill into further details that show incidence, duration, grade and severity.
Adverse Events: iPad Version.

Reaction

This way of seeing the data is how I want to see the data, as patients, as individuals, not just as a line on a chart.
Robert Cuff
Programme Director
Signal

Design Impact

Placebo-response clinical data 2014–2016
Design Scope
End-to-end
Art direction, UX, data viz & motion
Audience
Global
HCPs, reps & conference floors
Reception
Award-winning
Silver at the PM Society Awards

Project Milestones

From raw trial data to interactive experience

2014
Discovery & data structure
2015
V1 — Conference video walls
2016
V2 — iPad redesign
2016
Response data & rollout

Feature Capabilities

Built to make complex clinical-trial data explorable and engaging — turning dense statistics into a story experts and non-experts could navigate.

Data Visualisation Interactive Exploration Motion Graphics Response Over Time Variability Heatmap Adverse Events Patient Drill-down Self-service Kiosk