Digital Culture

Complex Digital Development

The client, International Ethical Labs (Interlab) (2009-13), is a pharmaceutical sales representative.
talking bubble azulIt is a recurrent client that has requested very diverse digital services from Rubberband.
We used various methods to triangulate both Web, mobile and an Intranet, from the perspective of the user and through evidence-based design.

International Ethical Labs

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Rubberband was hired to redesign the client’s website. The first stage in the contextual research was to conduct a user satisfaction survey. The study evaluated the effectiveness of the site’s webpages in the areas of readability, intelligibility and aesthetics. Its findings led us to recognize the layout adjustments that were required to meet the objectives of the services offered by Interlab. We found we had to strengthen its corporate branding, help them improve their services, create digital tools for their sales representatives, and review the photographic material of the company’s products.

This contextual research consisted of two parts. The first was formative, and it allowed us to gather knowledge regarding the usability, intelligibility and functionality of the current website. This was a necessary step, as sometimes applications are not necessarily easy to use or to understand by diverse groups of people. The second part of the research was summative: we created working prototypes and conducting user testing so we could check whether the proposed solutions were functional or not. Quantitative (objective data) and qualitative (participant observation) methods were thus at play, from survey to Journey Event, ending with the final adjustments on the field.

The color scheme and the icon system were designed by suggestion of the representatives, especially when it came to the Intranet section. Digital divide scenarios (like having a weak signal) were carefully considered. This was a very interesting project that allowed us to merge corporate and small town cultures in a digital realm, since the sales representatives have to travel to small town to visit rural doctors. We also managed to do fun user testing :-).

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About the author

Jose Roa

BA in Arts from the University of Puerto Rico (2000). Administrative Assistant at Rubberband since 2013. Roa has worked at Galería Botello (1996 - ); Escuela de Artes Plásticas (2012, EAP); Ballets de San Juan (1992-94); and Casa Candina (1990 - ). He has co-organized exhibitions for Museo de Arte Contemporáneo de Puerto Rico, and has collaborated with filmmaker Sonia Fritz; Amigos EAP; Museo de las Américas, and visual artists such as Myrna Báez, Víctor Vázquez, Jorge Zeno and Arnaldo Roche-Rabell.