Medical Liaisons struggle to improve recruitment and retention without timely access to essential enrollment data. This lack of insight hinders effective site engagement and productive dialogues with investigators. Accessing real-time health measurements is critical for fostering these relationships and hitting study targets.

Bridge the gap between data and productivity. We’ve transformed site operation pain points into a seamless flow of information. Use integrated performance data to simplify complex workflows, enhance stakeholder communication, and drive better study outcomes.

SPOT provides MLs with real-time enrollment trends and national benchmarks to drive targeted site support and investigator engagement. By surfacing participant health metrics and screening failure insights, it helps identify performance outliers and specific site needs. This streamlined access to actionable data enhances care coordination and fosters more effective interactions with healthcare providers.

60%

Within three months of launch, the new panel showed clear results.

Reduction in pre-visit administrative prep time.

25–30%

Decrease in screening failure rates.

22%

Increase in participant retention rates.

I mapped stakeholder feedback onto the user journey to pinpoint where we’d have the most impact. 6 key pains points were:

Time Constraints

Access to Timely Data

Site-Specific Challenges

Training Needs

Communication breakdown

Complexity in Data Management

Ecosystem thinking

Create pathways through an ecosystem of services

System thinking

Touch points in a stakeholders journey

I used synthesised qualitative research of individual experiences into a grounded theory to reveal the themes, cultures, and motivations that drive user goals and challenges.

• Focus groups

• Interviews

• Observations

I leveraged survey research to produce numerical results from a huge variety of respondents, ensuring our product decisions were backed by data from our specific target audience.

UX Cognitive

By designing for information skimming and decision fatigue, this cognitive profile ensures technical tools respect pacing preferences and reduce guidance dependency, turning complex automation into a trusted partner for expert decision-making.

Persona

By highlighting how siloed information and variable site performance hinder therapeutic experts, the persona transforms raw data into a roadmap for bridging domain expertise with integrated data access.

Jobs to be done

• Efficient Data Access

• Streamlined Documentation

• Proactive Recruitment

• Retention Monitoring

• Targeted Patient Engagement

• Improved Communication

• Comprehensive Site Support

• Preparation for Site Visits

• Visualisation of Data Trends

• Enhanced Training Resources

• Sharing Best Practices

Midway through the project, we pivoted to prioritise collaboration transparency following increased interest from upper management.

As our tool became the primary hub for on-site communication, I led a deep dive into stakeholder pain points—conducting interviews with Medical Liaisons (MLs) to streamline their critical interactions with PIs (primary investigators) and CRAs (clinical research associates).

Medical Liaisons

+ Gains

Boost Recruitment & Retention, Enhance Scientific Dialogue.

- Pains

Patient Management Issues, Communication Gaps, Limited Data Access, Data Silos, Variable Site Performance.

Primary Investigator

+ Gains

Enhance Patient Care, Accelerate Trials, Build Trust

- Pains

Administrative Complexity, Communication Challenges, Data Management Issues, Time Pressures.

Clinical research associate

+ Gains

Build Trustful Partnerships, Accelerate Clinical Trials

- Pains

Administrative Burden, Communication Barriers, Complex Protocols, Time Constraints.

Testimonial

"Hamish brings a calm, thoughtful presence and builds strong, respectful relationships across engineering, product, and business stakeholders — something that really matters in complex environments.

What I appreciate most is his ability to hold three perspectives at once: patients, healthcare professionals, and our internal teams. He listens deeply, translates needs with care, and turns them into experiences that feel meaningful and considered. In the world of clinical trials where systems are complex and stakes are high that ability is rare and valuable."

Michael McKay, VP of Digital Product , Novo Nordisk

Patient health Metics

Graph table format - Based on users preferences to view data visualisation user are able to see data in graph and table format.

Deviation reasons - For target to treat studies stakeholders can understand patterns, trend and see patients recommended to actual dose.

Patient heath metric overview - If our stakeholders come for a proactive visit (every 3 months) users can see general progression of the site.

Patient Selection -Specific conversations could be had around specific patients on insulin base studies with CRAs and PIs.

Enrollment

Retention

Site/Study contacts - MSLs use site contacts to facilitate scientific exchange, troubleshoot enrollment, and bridge communication between the site and Novo Nordisk.

Other PI studies - MLs track a PI's research to ensure recruitment feasibility, prevent study conflicts, and personalise scientific engagement.

Site over info - The 3 boxes showcase the foundational information of the site. Therapeutic area, status etc.

Site milestones - MLs track site milestones to verify recruitment health, resolve enrollment barriers, and provide timely technical support.

Study milestones- MLs track milestones to resolve recruitment delays, provide timely technical support, and align data dissemination with trial progress.

Site Summary

SPOT chat

Testimonial

"Hamish is highly professional and skilled Product Designer with a rare talent for understanding users. Throughout our collaboration, he’s shown me how to analyze and synthesise multiple user needs and feedback, and then turn that complexity into a single, elegant design solution that feels like a Swiss Army knife: logical, cohesive, and just makes sense.

His ability to empathise with users and translate insights into intuitive design is exactly what you want if you’re looking for a Product Designer with deep know-how, creativity,"

Mathias Holmbo, Freelance Web Developer, Novo Nordisk

Next project

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Let's talk

coventryhamish@gmail.com