Image
Video
courtesy of
Gentuity
Gentuity partners with Loft to help medical practitioners harness the power of intravascular imaging. Loft helps to lead formative research, UI development, and summative usability testing.
Services
UX
Industrial Design
Mechanical Engineering
Research
Challenge
Minimally invasive PCI stenting has been widely used for some time, but the supporting imaging technologies have not evolved much over the years. Gentuity identified an opportunity to enhance intravascular imaging by creating a smaller imaging catheter technology, giving interventional cardiologists the ability to see more of the vessel faster. The HF-OCT Imaging system needed a simple, intuitive UI; that’s where Loft came in.
Solution
Loft adopted a service design framework, immersing in the journeys of medical professionals and patient experience during PCI procedures, from patient data entry in an EMR, creating “pullback” images, measuring vessel topography, and retrieving previously stored images. Foundational research helped generate a body of knowledge around the proposed platform, followed by a 360-degree audit of the complete user experience. The resulting UI supported the entire workflow.
Outcome
Since working with Loft, Gentuity hasn’t just successfully launched its HF-OCT imaging platform. It has become recognized as a leader in its field and has since formed a commercial partnership with Nipro, a Japanese global medical technology leader. While its initial focus with the HF-OCT Imaging System has been on the cardiology space and PCI procedures, Gentuity’s innovative approach could allow the company to explore applications for intravascular imaging in other areas of health care. Loft’s UX work means Gentuity can extend the same simple, intuitive, and elegant approach to support medical practitioners in these areas as well.
Data-driven product design
Loft’s development process kicked off with foundational research to generate a body of knowledge around the proposed platform, followed by a 360-degree evaluation of the complete user experience. This helped inform the development of the platform’s information architecture, followed by prototyping the best solutions for the user interface. Testing was then conducted with physicians and nurses using simulated PCI procedures.
Human Factors
Loft conducted extensive usability testing and gathered critical feedback to further refine the solution. Loft’s work wasn’t limited to interacting with Gentuity’s team but connecting in the field with doctors and nurses across multiple geographies to ensure the UX design aligned.
A compelling user experience that encouraged early adopters
The UX work for Gentuity meant considering the complete journey medical professionals and their patients experience during PCI procedures, from setting up patients in the hospital’s EMR, creating “pullback” images, measuring vessel topography, and retrieving previously stored images. The resulting user interface had to support the entire workflow.
Our customers praised our user interface for its simplicity, clean look, and ease of accessing information without unnecessary complexity. We often receive compliments on this aspect, and it's a testament to our efforts. Thank you, Loft!
Susan Burnley, Vice President of Marketing and Business Development, Gentuity
Video courtesy of
Gentuity
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