Mobile Map of Medicine

The Map of Medicine, is a collection of evidence-based, practice-informed care maps which connect all the knowledge and services around a clinical condition.

User research
Role - Graduate User Experience Architect
Agency - LBi
Client - Map of Medicine
Year - mid 2008


It was 2008, the Map of Medicine was in its infancy. They had a desktop version of the product and were exploring a mobile product too, but needed to determine the right audience for the product.


Carry out a pilot study for the Mobile Map of Medicine, with junior doctors, to identify the use cases and appropriate audience for the product.

Observe junior doctors in their daily routine, conduct interviews and contextual observation.

Explore how the current product could be improved.


1. Pre-interviews with participants involved in the study
2. Diary studies
3. Contextual observation
4. Data analysis and synthesis
5. Produce diagrams to support the detailed report of our findings
6. A presentation to the whole of the company

Finding the right audience for the product

From interviews with GPs, paramedics and other clinicians, they identified junior doctors as a potential audience for the Mobile Map of Medicine. With that in mind, we chose to run a pilot study with junior doctors at Weston General Hospital, in Weston Super-Mare.


"Junior staff are all comfortable with the prospect of using something electronic and handheld. This is the repetitive thumb injury generation who are texting all the time… they liked the look of it and they wanted to go and play."

“...having something like this in my work when I was a junior doctor would be phenomenal.”

“I would have liked to have had it when I was a houseman, instead of carrying Oxford Handbooks around.”

Data synthesis

Data synthesisData synthesis



Key activities

Key activitiesKey activities

Information sources for junior doctors

Information sourcesInformation sources

What a junior doctor carries with them

What a junior doctor carriesWhat a junior doctor carries