Our users will have established practices, rhythms and routines. Create helpful tools, but don’t hinder their ways of working with mandatory features and flows.

Draw attention to what's urgent and important. Use focus and hierarchy to help HCPs 'eyeball' the information they need to make effective decisions.

A reliable, secure and consistent experience is essential to reassure HCPs and maintain patient safety. Build for robustness, test thoroughly and keep surprises to a minimum.

The platform should be as fast as the HCPs who use it. Wherever possible, remove interruptions, steps and fields. Never make the user wait for the platform to catch up.

HCPs are burdened with clunky legacy technology. This platform should feel like the modern, best-in-class digital products they use in their everyday lives: slick, thoughtful and intuitive.