To gain a clearer understanding of NCBI’s diverse user base and their needs, AgencyQ performed user research to develop personas and locate user pain points. Having identified the Submissions Portal as a key opportunity for CX improvement, AgencyQ carried out UX exercises for streamlining the process of submitting data to NCBI. This led to AgencyQ developing more intuitive and effective workflows for users, around which the new portal site would be redesigned and rebuilt.
Additionally, AgencyQ worked with the Medical Genetics Group (MGG) within NCBI, to develop a cohesive marketing strategy around their events schedule and user habits. To reach MGG’s target audiences, AgencyQ audited and provided recommendations for existing resources, mapped out a digital engagement strategy and created a set of informative marketing collateral pieces including digital, print, and video resources.