Designing Insights for BOTOX® Cosmetic

Final designs of dashboard.

When I tell you that I never thought I’d work for the company that sells BOTOX® Cosmetic and JUVÉDERM®, I’m telling the truth. But through a series of random events, I have ended up working at Allergan Data Labs (A-DL), which is part of Allergan, which is part of AbbVie. (It’s confusing, I know.)

I was brought on as a Senior Product Designer on the Insights Squad. Insights had historically been centered around reports. These reports contain information for “providers” (people who own, manage, or work at practices that offer medical aesthetics treatments).

Insights when I started

The data in these reports can be used to manage your existing patients.

• Do you have a patient who’s due for their next BOTOX® Cosmetic treatment?
• Do they have any gift cards?
• Do they have enough points for a reward?
• Are there any available Offers that they could apply to their treatment?
• Have they tried JUVÉDERM® before?
• Etc.

The Problem

Although the data in the reports are useful — it takes a certain amount of effort, knowledge, and skill to synthesize the data in an actionable way.

The Solution

My PM (Si Meng) and I came up with a 3-phase solution:

1. Create a dashboard of widgets that highlights the most valuable data directly on the homepage.
2. Combine all patient-related reports into a single report and put it on a new page called, “My Patients.”
3. Connect the widgets to “My Patients.”

Step 1: Designing a Dashboard

Research

With the help of our UX Research partner (Danielle Best) we interviewed providers at different-sized practices. Some providers worked at single-location businesses whereas others were business admins for large, multi-location businesses.

Additionally, we had many meetings with our internal sales and marketing teams. At Allergan Aesthetics, there is a good amount of communication between providers and the sales team — this means that our sales team has a strong understanding of best practices for driving retention of patients.

Through this research and these discussions — we decided to start with the following 3 widgets:

1. Number of Patients
2. Patient Treatment Status
3. Total Rewards

Number of Patients

This widget shows the number of patients who’ve transacted at a practice over the last 6 months (by month) or over the last 4 quarters (by quarter). Additionally, it shows year-over-year data — and is filterable by brand.

Hovering over a bar gives you an exact number. Clicking on a bar opens a side tray with a list of patients.

Patient Treatment Status

This widget divides existing patients into 3 buckets:

• On Track
• Lapsing
• Lapsed

The definition of those three buckets are based off of our standard treatment recommendations. For this widget, we scoped it to focus on BOTOX® Cosmetic and JUVÉDERM® Collection of Fillers because these are our most popular brands, and some of our other brands (like CoolSculpting®) don’t require the same routine upkeep.

Within our email marketing tool, it is possible for a provider to send a reminder email to lapsing patients. We wanted to connect this data to that action — and although still new, over 1000 of email campaigns have been launched directly through this widget.

Total Rewards

At the time of design, there were three types of “rewards” that could be in a patient’s Allē Wallet.

• Points
• Gift Cards
• Promotions

All three of these had a dollar-value, so the intention of this widget was to show the provider the dormant value within their patient’s Allē Wallets — both as a total sum, as well as a breakdown by type.

(The Allē Rewards program went through an overhaul that resulted in points being used for product rewards [such as a vial of BOTOX® Cosmetic] as opposed to a dollar-off value — this resulted in us having to change this widget and add an additional widget.)

MVP of Dashboard and Success Metrics

The original release of the dashboard resulted in some interesting learnings.

• 15/16 users were either “satisfied” or “very satisfied” (with 1 feeling “neutral”) in our satisfaction survey
• Practices that engaged with Insights increased BOTOX® Cosmetic treatments by 9% compared to control, helping to drive an estimated $61.2M in 2024
• With the dashboard released in May, we saw a 15% increase in engagement in June — with a further 10% lift in July.

Moving the dashboard to home

A number of changes occurred that led to some important design decisions.

1. A redesign of the navigation was completed by my manager (Kent Robinson).
2. This resulted in us moving the Insights widgets to the homepage.
3. Soon after, a number of other initiatives resulted in the homepage becoming cluttered and overwhelming.
4. We began to redesign the widgets.
5. We started design on the “My Patients” page.

In the second two examples, the screen is “scrolled” down slightly to the Insights section and cut off above additional sections.

Step 2: My Patients

Earlier, I mentioned that the plan had 3 steps. The dashboard was only the first step.

Step 2 was combining all patient-related reports into one single report.

Historically, reports in Insights have been static. They aren’t searchable, filterable, or interactive in any way.
It is possible to download an Excel or CSV file.

Example of Insights Report

This means that engaging with reports requires the download of multiple reports, the work of recombining them, and then the headache of repeating this frequently as they’re quickly out-of-date.

The Ask

Providers needed a single report, with all of the data, that they could search and filter in.

This report combines data from the following reports:

• Allergan Aesthetics Last Transaction Report
• BOTOX® Cosmetic/JUVÉDERM® Collection of Fillers Report
• Members with Unused Gift Cards Report
• Expiring Points Report
• Dollars Off Promotions Report

Additionally, it accounts for new data around recent releases such as Allē Payment Plans powered by Cherry, the new Allē Rewards program changes, and the additional data added by our team while working on the dashboard (patient treatment status, for example).

Within filtering, there’s some interesting complexity around what providers asked for.

For example, in order to find good cross-sell opportunities, they want to know who’s been treated with brand A but has NOT been treated with brand B.

I approached this with a switch:

Additionally, BOTOX® Cosmetic and JUVÉDERM® Collection of Fillers have “patient treatment statuses” while JUVÉDERM® also has a number of sub-brands.

I used nested filters for these, where by selecting JUVÉDERM® Collection of Fillers – all treatment statuses and sub-brands would be automatically selected.

Within Allē Wallet filters, there were additional considerations. Gift Cards and Promotions could be filtered by brand, which was simple enough. But due to the Allē Rewards changes — points became a bit more complex.

Similar to many other rewards programs (Starbucks, Dunkin, etc.) — points are now used to claim rewards as opposed to just being worth a dollar amount off of your next treatment.

In the past, you could 100 points to take $10 off a treatment, whereas now, you can use 1200 points to claim a 50-Unit Vial of BOTOX® Cosmetic.

There are 5 different tiers of rewards — laid out well in this image:

From https://alle.com/how-alle-works

However, because the 400 and 700 point rewards are purchased directly from Allē, we determined that they are less important for providers to filter on.

Bonus!

As part of this rewards change, we designed this widget to help providers understand the program and manage expectations and inventory around claimed rewards:

“Learn More” links to the link in the caption of the previous image!

Back to filters

In addition to the 3 rewards tiers that we want to allow providers to filter by — we also want them to be able to filter by when points are expiring.

Filter Conclusion

It is now possible to filter down to patients who:

• Are lapsing on their BOTOX® Cosmetic treatment
• Have not been treated with JUVÉDERM® (at your practice)
• Have enough points in their Allē Wallet to redeem a free JUVÉDERM® Collection of Fillers syringe
• Have a promotion in their Allē Wallet for $75 Off JUVÉDERM®

You can see how valuable this can be! Calling that patient to schedule their next BOTOX® Cosmetic treatment while discussing the possibility of adding a JUVÉDERM® treatment makes total sense.

Note: As we continue to connect the dots between Insights and our other Marketing tools – we hope to use this audience segmentation capability to allow providers to communicate directly with their patients.

Step 3: Connecting the dashboard to My Patients

As part of the new dashboard design, we’ve been moving toward “mini widgets.”

These widgets accomplish a few goals:

1. Decrease cognitive load by being opinionated about important data — while allowing providers to click on them to interact further.
2. Decreased size allows us to reclaim real estate.
3. Replaces the “Reports” card with a useful and global alternative.
4. Adds flexibility to Insights widgets for globally use.
5. Connects all patient-related reports back to “My Patients” for further filtering.

Mini widget opens up a full-screen view of the graph and functionality from the original widget.

A mini widget can open up a graph and/or a report — mini widgets can also be static — and not clickable. This also opens up the door for a phased approach to releases!

Connecting mini widgets to reports to my patients

In this case, the provider navigated to the Allē Payment Plans report through a mini-widget on the Dashboard.

They then clicked on “View on My Patients” to navigate to “My Patients” with the appropriate filters preselected.

We debated this flow quite a bit with the following three options:

1. Clicking on widget brings you directly to My Patients with filters selected.
2. Filters are available on ALL reports.
3. What I shared above.

Although a good case could be made for any of the above, we dismissed the first two options because:

1. Bringing patients directly to My Patients was slightly confusing in user testing. Clicking on a widget called one thing and always landing on My Patients was disorienting.
2. Filters on all available reports resulted in a weird case where you could filter on columns that didn’t appear in that report. For example, in the Allē Payment Plans report shown above, we don’t include the Points column — so letting the provider filter on points may narrow the results down, but you wouldn’t be able to actually see the number of points.

We determined that, although the button is an additional step, the progressive disclosure created the most easily understood flow. We are keeping an eye on this though — as familiarity with “My Patients” in the future could open up our options.

Side quest

These mini widgets have opened up an opportunity to redesign the Insights page. Instead of our current card design, we can use mini-widgets for all reports. This will allow providers to quickly scan to see which reports need their attention — as well as allow us to put these widgets wherever they’re needed contextually (imagine one of these in a notification!).

Early mockup of concept

Conclusion

Data is one of the most valuable tools a business can have. Insights is about shaping that data in ways that allow the providers to benefit from it, regardless of how good they are at using Excel.

As we move forward, our primary goals are:

• Increase availability of benchmark data so that providers can understand how their data compares to others
• Increase actionability of data within Allē for Business – much of our data is valuable, but only if the provider is equipped to handle communications independently — we hope to build our our marketing tools to allow for direct engagement with patients
• Increase accuracy of data — the data we collect has some challenges — for example, we don’t know when a provider has booked an appointment for a patient because we are not a booking software. Therefore, a patient can appear as lapsing or lapsed, despite having already booked a follow-up. We are always looking for gaps in our data and trying to figure out ways to address them.