Foviance, the expert in online experience management, and Applied Works, a graphic design consultancy, have been appointed to carry out a User Centred Design (UCD) project for international pharmaceutical company, AstraZeneca.

The project is part of AstraZeneca’s continuous website improvement, which has already been recognised for its effectiveness by The FT Bowen Craggs corporate websites index, placing AstraZeneca as the top pharmaceutical organisation, and fifth overall. The project will involve a global review of all corporate and product branded websites, which will then be used to prepare a comprehensive set of website guidelines to inform the design of all new AstraZeneca websites worldwide.

Foviance believes strongly that website usability should not compromise design, and so will work closely in partnership with Applied Works, AstraZeneca’s creative agency and brand guardians, to design and certify the recommended layouts. This will ensure that the final specifications adhere to both usability and creative guidelines.

The research process will include evaluation of prototype websites, which will be tested using participants drawn from the corporate, healthcare professional and patient audiences that frequent AstraZeneca’s sites. This sample audience will then be assessed using eye-tracking tests, establishing their ability to carry out predefined user tasks, which will provide vital real world data for the final guidelines.

Sally Shackleton, corporate communications director for AstraZeneca, comments: “AstraZeneca’s reputation is driven by the experiences of our stakeholders, and it is always our goal to continually improve any point of contact. This is especially important online, where our websites act as our window to the world. We will be working with Foviance and Applied to review and improve our online customer experience, which will then be integrated into our web presence worldwide.

Paul Blunden, CEO of Foviance, adds: “AstraZeneca has put users first by investing in customer experience. It is important to strike a balance between simplifying the user’s journey, taking into consideration cultural and language issues, while still facilitating the expression of brand values and creativity. This is why working closely with AstraZeneca’s creative and branding agency, Applied Works, was so important.”

Foviance press contacts:
Wendy McAuliffe / Lloyd Gofton
Liberate Media
Tel: 07900 886791
Email: /

About Foviance
Foviance teams usability consultancy with web analytics to offer one of the world’s most cutting-edge online customer experience services.

The company is the result of the merger between WebAbacus and The Usability Company in April 2005, bringing together the powerful web analytics technology of the former with the usability expertise of the latter. The result is a ground-breaking combination of analytics software and survey technology with Human Computer Interaction (HCI) qualified usability consultancy.

Foviance offers expert usability services, in depth analysis of users’ online behaviour and an innovative Experience Management Programme.

The Experience Management Programme is a European first, providing organisations with a detailed picture of what happens when customers use their digital services, and advice on how to improve this experience.

Foviance boasts 43 of the UK FTSE 100 companies among its client roster, including Barclays Bank, British Airways, BSkyB, HSBC and Tesco.

About Applied Works
Applied Works is a graphic design consultancy. Branding informs all the work we produce across three key areas: web design, moving image and print. Working with a wide range of clients from start-ups and small businesses to global organisations we have produced design solutions for AstraZeneca, Virgin, Motorola, Marcus Beale Architects, Villandry restaurant and foodstore, GlaxoSmithKline and internationally acclaimed band Spiritualized.

Founded by three creative partners in 2004, Applied Works has purposely retained a small, focused and responsive working team, supplemented by an extended network of creative and technical collaborators. This enables us to competitively execute sizable projects to the highest level of quality and service. Our creative output spans corporate identity, branding, digital/interactive design, motion graphics & animation, film & video, music & sound design and printed materials.

About AstraZeneca
AstraZeneca is a major international healthcare business engaged in the research, development, manufacture and marketing of prescription pharmaceuticals and the supply of healthcare services. It is one of the world's leading pharmaceutical companies with healthcare sales of $26.47 billion and leading positions in sales of gastrointestinal, cardiovascular, neuroscience, respiratory, oncology and infection products. AstraZeneca is listed in the Dow Jones Sustainability Index (Global) as well as the FTSE4 Good Index.

Published on: 12:00AM on 7th August 2007