Elevating Rebinyn's Market Presence Through Interactive UX Design
How do you turn a pharmaceutical brand into an engaging experience? By building a game for Rebinyn, we transformed educational content into something interactive, fun, and memorable, without sacrificing the integrity required for a medical product.
Brand Context
Rebinyn, Novo Nordisk's hemophilia B treatment, aims to carve out a presence in a crowded market dominated by established brands. Our challenge was to help Rebinyn connect with mild to moderate Hem B patients and have them consider switching through a memorable, fun and gameified digital campaign.
Turning Education into an Experience
Our key objectives were:
Create an Engaging Learning Experience: Educate patients in a way that felt more like entertainment than a lecture.
Drive Awareness & differentiate: Help patients understand the benefits of Rebinyn compared to other treatments, while differentiating it in a crowded market.
Encourage Conversations: Give patients the tools and knowledge to initiate informed discussions with their healthcare providers.
Designing for Flexibility
Recap of little flags we had to watch for.
Standing out in a saturated market with established brands.
Navigating regulatory restrictions while keeping the experience exciting.
Understanding Our Audience
Tapping into the needs of Hemophilia B patients and their care teams to narrow down on who we are designing for.
Primary Persona: Hemophilia B Patients (Mild to Moderate)
Goal: Encourage patients currently on other treatments (like Alprolix or Idelvion) to switch to Rebinyn.
Age Range: 18-50 years old.
Pain Points:
Treatment burden: Current treatment routines can be time-consuming.
Unfamiliarity: Hesitation to switch brands.
Motivation:
Simplified treatment: Fewer doses and easier management.
How the Quiz Helps:
Engaging education: Turns complex medical information and hemophilia history into a fun, interactive quiz.
Clear insights: Easily to follow data to empower conversations with healthcare providers.
Secondary Persona: Caregivers
Goal: Provide clear, accessible information to those who influence patient decisions.
Age Range: 30-65 years old.
Pain Points:
Overwhelming info: Complex medical terms can be hard to understand.
Uncertainty: Hesitation to recommend a new treatment without full understanding.
Motivation:
Efficiency: Streamline care processes.
Trust in data: Safety and efficacy are crucial.
How the Quiz Helps:
Integrated compliance: Fair balance and safety information is easily accessible without overwhelming the experience.
Visual clarity: Data and medication facts presented in a simple, clear format for caregivers.
From Concept to Creation
Creating Reb It Up we prioritized user engagement while balancing the educational requirements. We broke this process down into key stages:
Phase 1
Ideation and Conceptualization
We started by conceptualizing a lighthearted game show experience. The goal was to maintain a level of fun and humor while weaving in critical educational content. Using quiz mechanics, character selection, and interactive elements, we shaped the flow to with the goal of helping players remain engaged and delighted from start to finish.
Challenges in Ideation:
Balancing light entertainment with factual healthcare content.
Managing multiple stakeholders' inputs to meet healthcare standards without losing the essence of a fun, interactive game.
Limited to 20 questions and light html animation
Phase 2
Game Mechanics and Character Design
Character selection in Reb It Up allows a window for the user to see themselves in this experience. We featured six playable characters, including one newly introduced grandmother character, to reflect a range of demographics within the hemophilia B community. These characters were leveraged from old promotional material and re-designed with animation in mind, with limited animation techniques to keep things lively and responsive but simple enough and scalable within the limitations of our HTML game framework.
Character Design Highlights:
Ensured inclusivity with a range of ages and visual designs.
Added subtle animations to make the characters feel dynamic while staying within the scope.
Re-designed character assets for visual appeal while maintaining consistency within the universe, ensuring they were set up for success when it came time for animation direction.
Character Lineup
Gamifying with Boundaries
Navigating regulatory requirements while keeping it engaging.
Creating a seamless, interactive game show within the constraints of HTML animation posed unique challenges. Traditional game engines weren’t feasible due to the project’s scope limitations, so we had to work within the confines of browser-based technology.
Creative Solutions for Animation and Interaction
While complex animation was off the table, we embraced snappy, limited animation techniques that captured the game show energy without bogging down performance. These techniques allowed us to inject movement and life within our means
Engaging Users & Building Out the Quiz Experience
The core element of Reb It Up is its quiz format. Designed to be fun but informative, each round features a combination of educational content on and lighthearted interaction with the game’s host character. The quiz questions were designed to reinforce important information about Rebinyn, guiding patients through the benefits of the treatment, as well as educate on hemophilia history through fun facts.
Quiz Flow and Interaction
We explored multiple layouts and interaction points, ultimately choosing a format that:
Used character reactions to showcase playful animation to celebrate correct answers.
Provided quick feedback on incorrect answers to maintain engagement and offer a learning opportunity.
Kept the quiz experience concise, with rounds lasting between 4-6 questions per session, allowing patients to get through it without feeling overwhelmed, and then the opportunity to replay with new randomized sets of questions.
Adapting for ISI on Mobile
Making last-minute changes without losing usability.
Midway through development, a critical requirement was added that we did not anticipate: integrating Important Safety Information (ISI) for Rebinyn. Initially we believed housing it on the site which had the ISI to begin with would suffice but ultimately we needed to pivot.
Pivoting on the Fly
We had to adjust the interface quickly to accommodate the ISI without detracting from the game experience. The solution: a collapsible ISI tab that users could access as needed, ensuring compliance without sacrificing valuable screen space.
Key Adaptations:
Integrated ISI in a non-intrusive way that still met regulatory requirements.
Ensured the game remained enjoyable and accessible on all devices, despite new constraints.
Delivering an Interactive Platform
A game that educates, delights, and drives patient engagement.
In the end, Reb It Up is a success! We delivered an interactive game that:
Engaged hemophilia B patients in a fun and informative way.
Encouraged learning about Rebinyn’s benefits through an interactive, delightful and unique experience.
Adapted to evolving project needs, delivering a polished, responsive game that works across devices.
Looking forward - Building Replayability
While the launch of Reb It Up marked a great point in our campaign, there’s room for future iterations and improvements. Features like an expanded/updated quiz library, more character options and even an online leaderboard could increase replayability, both for at home use cases and at conferences or in public settings. Further driving awareness and community engagement.
Closing Thoughts - Designing with Impact
Reb it Up was a fun and unique project to work on and I am greatful that I was given the reigns on it as it moved into production. It was an invaluable experience. We were able to fuse creativity and technical problem solving to deliver a healthcare experience that felt fresh, fun, and truly engaging. It was a sweet project that enforces within me how even the most serious topics can be presented with a little joy and a lot of heart.
