XD Thinking

Imagine logging into a new application for the first time, only to discover there are no words to guide you. How would you know where to go? How would you know what you could do? You wouldn’t. Without content, your new application might be beautiful, but it would also be useless. Content is a critical – though most often overlooked – part of the user experience. Whether you have a website, application, or other digital platform, your user relies on content to guide them.

Companies that own many web properties face significant challenges in maintaining the integrity of their brand, ensuring modern best practices, and managing costs across their digital touchpoints. Pharmaceutical companies, in particular, are in a unique and rather challenging position regarding the creation and maintenance of their web properties as a result of a number of factors.

When a design tests poorly it can feel pretty defeating, especially when it seems like you’ve already exhausted your options. Your UX team may go through a process similar to grieving: They might deny that feedback is valid, then perhaps experience anger, then progress through bargaining and depression, and finally move into acceptance. Based on firsthand experience, here are some strategies for dealing with each of these five stages.