Moderna: Digital Ecosystem
Positioning the Medical Services Hub for U.S. healthcare providers as the reliable destination for Moderna vaccine information
An executive level ecosystem map that connects internal Moderna products and initiatives to the Healthcare Provider experience.
The goal of this project was to redesign how doctors, nurses, and pharmacists interact with critical Moderna product information, specifically the COVID-19 mRNA Spikevax vaccine.
This map enabled Moderna executives to make informed funding decisions by seeing how changes to one area of the digital ecosystem would impact others.
Client: Moderna Inc.
Timeline: 120 days
Pansy’s Role: Lead UX Researcher/Designer
Project Team: Lead UX Researcher/Designer, 2 Service Designers, 1 Developer
Stakeholders: Director of Digital Experience and Product, VP of Pharmacovigilance Affairs
Project Details
Business Outcome:
Defined the future direction of Moderna’s Med Services Hub to better support U.S. Health Care Providers administering the COVID-19 vaccine, aligning the experience around outcomes like awareness of access and time-to-value.
Business Impact:
Led the first large-scale qualitative research effort across three HCP/customer segments, and digital partners AWS and Salesforce, to translating insights into clear experience requirements and prioritized opportunities for the Med Services hub and other digital touchpoints.
Problem & context
During COVID-19, healthcare providers were navigating an “infodemic” of conflicting and misleading vaccine claims. Guidance changed quickly, and operational details like Moderna’s storage/handling rules had to be followed precisely in high-pressure settings. The Med Services Hub website was the service-design problem space: create a single, reliable source of truth where providers could rapidly find trusted vaccine information and practical administration guidance.
How do you deliver life-saving information to thousands of HCPs during a global pandemic while battling tidal waves of misinformation?
Pansy’s Role as a UX researcher and lead service designer
Created an interactive future-state Service Design Blueprint and System Interdependency ecosystem map that provided a “birds-eye view” for executives to drive cross-functional alignment and decision-making on how the Med Services Hub should evolve and where investment decisions should be made.
Methodology
Leading with service design: mapped the end-to-end HCP Medical Services hub experience, translating complex service touchpoints, roles, and dependencies into a clear digital ecosystem map that aligns journey needs to channels, processes, and enabling systems.
Facilitated interviews and interactive co-creation sessions that brought together 50+ Moderna employees and digital partners, AWS and Salesforce
Utilized “art of the possible” exploration to identify future-state opportunities and capability gaps, then packaged the outputs into an actionable narrative and blueprint that teams can use to prioritize what to build, integrate, or change across the broader digital ecosystem.
Pansy’s Leadership Approach
Designed for participant readiness: Created tight activity flows, clear pre-reads, and “what good looks like” prompts so people showed up informed and confident to contribute.
Ran high-energy, structured workshops: set context quickly, maintained momentum with time boxes, and used facilitation techniques that balanced loud voices with quieter experts.
Built cross-functional alignment through artifacts: translated discussions into shareable outputs (ecosystem maps / blueprints / decision points) that teams could take into meetings immediately.
Pansy’s Impact:
Contributed to the development and launch of the Medical Services Hub page including the reporting of adverse events tool, Vial Expiration Checker, and Temperature excursion tool within Moderna’s mRNA Access ecosystem.
Contributed to the development of the Digital Experience Engine initiative and requirements needed for Customer 360 data.