Case study

User testing

Remote scenario based user testing for AstraZeneca with 5 US Pathologists

Benefits summary

This was a really lightweight and quick way to get feedback which uncovered some fundamental flaws in the approach

  • 3 x critical factors which would have derailed the project
  • Multiple opportunities to tighten up and improve our messaging to communicate more clearly with our target audience

Client feedback

“I thought it was great, and a very critical step.”

“Design of interfaces and ensuring that content is presented in a digestible and accessible way…is such a fundamental need”

“I certainly saw the merit and am already planning on carving out additional budgets to include these types of focused user feedback.”

Client feedback from User Testing session with AZ


We were contracted to develop some ideas for a medical website aimed at pathologists in the US. The purpose of the site drive implementation of HER2 testing, which can have a profound effect on the treatment of breast cancer.

Based on existing research, some wireframes had been created, but we were keen to understand if these would resonate with working pathologists who were the target audience for this site.


Recruitment of pathologists (especially in the US) is extremely tightly regulated, and payment for services can be seen as inducement/bribes, so we had to be very careful from a legal perspective

With that in mind we contacted a specialist(M3) who handled the recruitment and legal/regulatory issues, and screened the candidates for suitability.

Recruiting pathologists is not cheap! – We ended up with 5 who we spoke to for roughly an hour each.

Discussion guide

Prior to the session we created a discussion guide with the client.

This highlighted the key areas we wanted to explore so we had a consistent line of questioning across all candidates while retaining the flexibility to probe deeper based on individual candidate experience

Running the session

In terms of set up we generally kick thinkgs off with a MS teams call before using for the majority of the session. Starting in the teams channel allows us to trouble shoot any connectivity or tech issues the user might have. We keep this available during the call in case of emergencies, but mute it during the main discussion.

Links to the prototype are available through Lookback (we’d set this up previously) so the user can jump straight into it

Client management

With these session, there is often a lot of interest and various people wnat to be involved. Typically we run an account for an assistant to speak to the facilitator during the session. This assistant screens the comments being fed through to the facilitator (it can get pretty overwhelming) while ensuring any relevant feedback from the stakeholders is passed on

Video review and write up

Post the session we reviewed the videos collected on Look this allowed us to retrospectively sense check, and clip videos to give specific examples to clients to illustrate the points.

Over the course of the session we found a number of themes emerging (detailed at the top of the page) which we presented back to the client in a power point format.