UXINDIA17 - The power of UX: Transforming businesses from the ground up

The power of UX: Transforming businesses from the ground up

Transcript

2. @LjkFountain UXIndia2017 THE POWER OF UX: TRANSFORMING BUSINESSES FROM THE GROUND UP
3. @LjkFountain UXIndia2017 LESLIE FOUNTAIN EXECUTIVE DIRECTOR @ @LjkFountain UXIndia2017
4. @LjkFountain UXIndia2017 PHARMA INDUSTRY Past 15-30% R&D 1.5–2x on S&M 40% Profit @LjkFountain UXIndia2017
5. @LjkFountain UXIndia2017 PHARMA INDUSTRY Present Past 15-30% R&D 1.5–2x on S&M 40% Profit @LjkFountain UXIndia2017
6. @LjkFountain UXIndia2017 PHARMA INDUSTRY 15-30% R&D 1.5–2x on S&M 20% Profit Past 15-30% R&D 1.5–2x on S&M 40% Profit Present @LjkFountain UXIndia2017
7. @LjkFountain UXIndia2017 DISRUPTION TRIGGERS CHANGE #1
8. @LjkFountain UXIndia2017 The brief Functional: Fix the basics Easy to find & consume @LjkFountain UXIndia2017
9. @LjkFountain UXIndia2017 Functional: Fix the basics Emotional: Create a differentiated brand experience Empower & connect practitioners Easy to find & consume The real brief @LjkFountain UXIndia2017
10. @LjkFountain UXIndia2017 “Healthcare Practitioners rarely use our websites. We’ve made digital services confusing to find, difficult to use, with too much focus on sales and marketing.”
11. @LjkFountain UXIndia2017 HAVE A CHAMPION @ THE TOP #2
12. @LjkFountain UXIndia2017 One team, no siloes UX Consultant Delivery Lead Medical Director Compliance Officer Regulatory Officer UX Designer Digital Manager UX Strategist Business Integrator (IT) Developer Marketing Manager
13. LEVEL 1: RELIABLE ALWAYS EASY TO FIND AND USE INFORMATION LEVEL 2: SUPPORTIVE ADAPTS TO ME & MY CONTEXT LEVEL 3: CONSULTATIVE FEELS LIKE A TRUSTED TWO WAY DIALOGUE Get the basics right Be relevant & supportive Be a trusted advisor LEVEL 4: EMPOWERING MAKES ME A BETTER PRACTITIONER Empower & connect practitioners Healthcare Practitioner Engagement BEHAVIOUR Keep HCPs on the site Encourage exploration of the site Bring HCPs back to the site Turn HCP into advocates OUTCOME Empowering world class practitioners EXPERIENCE VISION
14. @LjkFountain UXIndia2017 ONE TEAM, SHARED VISION #3
15. @LjkFountain UXIndia2017 ITERATIVE DESIGN CYCLES @LjkFountain UXIndia2017
16. @LjkFountain UXIndia2017 “GPs are time poor”
17. @LjkFountain UXIndia2017 “GPs are time poor” Why?
18. @LjkFountain UXIndia2017 “GPs are time poor” “They only have 10-minute consultations”
19. @LjkFountain UXIndia2017 “GPs are time poor” “They only have 10-minute Consultations” What does that actually mean? How are they spending their time?
20. @LjkFountain UXIndia2017 Qualitative research uncovered A GP had less than a minute in between consultations. The first 5 minutes of the 10-minute consultation is spent getting a picture of the past six months medical history and current medication on their own/shared device with slow wifi/3g
21. @LjkFountain UXIndia2017 EMOTIONAL ROLLERCOASTER @LjkFountain UXIndia2017
22. @LjkFountain UXIndia2017 BRING THE TEAM ON THE JOURNEY #4
23. @LjkFountain UXIndia2017 Our biggest critic turned into our biggest UX champion.
24. @LjkFountain UXIndia2017 From 1000 visitors per year, To 1000 visitors per month.
25. @LjkFountain UXIndia2017 #1 Disruption triggers change #2 Have a champion at the top #3 One team, shared vision #4 Bring the team on the journey