About Ratings


What is drug ratings?

Imagine the knowledge and experience of 600,000 doctors in the palm of your hands when meeting with a patient. That is SERMO Drug Ratings. A first of its kind proprietary database of ratings for doctors, by doctors. It is easy to find out what Doctors think the best medication is for any condition.

My Role

During Phase 1 and the majority of Phase 2 I was the sole designer for this product. Towards the end of Phase 2 and Phase 3, I on-boarded a new designer and stepped into a design director role on this product as well as took of Product Management responsibilities. For Phase 4 I took over all product management and design responsibilities. I also lead and organized the user and beta testing initiatives for this product.


Phase 1 – Ratings Modal

Drug Rating Modal

When I first joined SERMO, my first project was to design the Rating Modal. The current modal was off brand and was missing key interaction points. The goal of the modal is to gather ratings on different drug and indication combos in an intuitive and low-touch manner. The first thing I did was to introduce key components to understand the items being rated and to bring the modal on brand.


As we continued collecting ratings and receiving feedback from our users, more enhancements became necessary. We added search and skipping capabilities, cleaned up the interface, examined user-behavior to help developers clean up the code, and A/B tested messaging to increase conversions.

Phase 2 – Drug Page

Us Drug Page MVP

As the only designer at the time, I was responsible for taking the data we were receiving from the modal and forming an intuitive user interface to consume the data. I took the initial concept from and imposed multiple levels of information hierarchy in order to create a concise interface for our users. My goal was to create an interface the maximized the impact of the drug rating, creating a system where a doctor would get hooked on discovering all of the different drugs that they know and their ratings. During this time I also expanded our brand book into a visual style guideline to start create a pattern library for our developers and eventual other designers to continue.

Second Version

In the second iteration I focused on integrating the rating features onto the main page. Our initial concept for the MVP was to call to modal we had built to save time on the rating features. I also focused on bringing more presence to the competitor panel. During this time we began designing the page to be responsive and to look similar to the ratings iPhone app we were designing in tandem.

Third Version

To streamline the process for making comments, we surfaced the ability to add comments directly on the page. With the rating features now embedded into the page, we can bypass the need to use the modal by providing the feature.

Fourth Version

We found in user testing that the data we were showing in our competitor panel was too vague and we could be losing trust in the system by showing drugs our Doctors knew were not comparable. I took a deep dive analysis into our data to understand the categorization tree that is used to create and identify drug classes. We restructured our competitor panel to allow users to access and select the class level that they are most comfortable comparing on. This allowed us to present anywhere from an extremely restricted list of competitor drugs to a border unique slice of drugs that could potentially introduce drugs to the panel that doctors had never thought of as competitors.

Phase 3 – International Launch

International Pilot

To make our product truly unique, we wanted the entire world to weigh in on drugs. While brand names may not align between countries, every country has prescription drugs and doctors who have years of experience using them. Many of our Stakeholders wanted to overhaul to page to create a more generic international view. It was my theory that we could launch the same product we had in the US for international doctors and instead of creating a generic view, we could crowdsource the data on the missing pieces of specific brand data. To test my hypothesis we launch an international pilot program to a few dozen doctors and tested their usage.

International Enhancments

Our main finding from the pilot and follow up quantitative survey was that international doctors were comfortable using the resource, especially on the more well known drugs. The main difference was the need for translation. We tweaked the UI slightly to accommodate the space needed for additional translations. As this was developed to be responsive for mobile, the majority of the tweaks were for smaller screens.

Phase 4 – Indication Page

Indication Page

During Phase 1, I spent a little time imagining direction to take the product after launch. I designed and presented the concept of an indication based page as I felt it would match the work flow of doctors far more eloquently than the Brand pages. After launch we immediately heard feedback asking for an indication based view of the drug ratings platform. For a design approach we decided to try to minimize the differences between mobile and desktop and to design mobile first. I also balanced this with consistency elements from the desktop version of the drug ratings platform,

Phase 5 – Country Filters

Market Research

Initially our team was concerned about mixing the Accessibility metric across different countries. We were concerned about mixing Accessibility ratings from single payer systems and for-profit systems and the bias that could have on certain drugs. In order to better understand how the different ratings played together, we took a three pronged approach to user testings. First, we analyzed the data to see if the ratings provided so far were similar enough to keep the way they were currently displayed. Second, we would send out survey to doctors from multiple countries to understand how doctors from different locations think about Accessibility. Third, we would conduct a few user interviews to get one-off opinions about what doctors think. After conducting our research we concluded that there was no significant difference and there was no reason to change the way we defaulted the display of the metric.

Country Filter Enhancement

We are currently analyzing our user research to understand how to best improve the experience for both US doctors and International doctors.

Phase 6 – The Future


During Phase 1, I spent a little time imagining direction to take the product after launch. I designed and presented the concept of an indication based page as I felt it would match the work flow of doctors far more eloquently than the Brand pages.

Modal Conversion Enhancments

Towards the launch of Phase 2, we saw a drop off on modal conversions. While this could be explained by many factors, we ideated multiple ways to increase modal conversions. We presented three main concepts. The first was to make the modal not feel like a modal by embedding the modal onto a page. I felt this had the opportunity to test against a major metric, the majority of our drop off was people closing the modal within 1 second. The second concept was to create a low-touch mini rating experience on the home page. In order to rate, a user has to take between 5-6 actions (5 ratings, 1 optional comment, and submitting). Our concept was to make a 1-click ratings module that would continuously cycle between drugs and eventually fill out the 5 ratings over time instead of trying to grab them all at once. The third concept was to gamify the rating system through reward points and a leaderboard.

Age Filters

A common refrain we heard from our stakeholders was that drugs are not prescribed the same for children as they are for adults. We designed a filtering system that allows doctors to decide what age group they want to rate for as well as a filtering set to view the more specific ratings on the drug page.