CASE STUDY
How We Helped Bayer Validate Digital Product Ideas
Areas
Design Thinking. Orientación a outcomes e impacto. Testing de conceptos. Innovación estratégica. Product Trio (Product Manager, Designer, Developer)
Our purpose is to help our international clients achieve measurable results, and this project with Bayer Global is a clear example of how a results-focused approach can drive significant changes in behavior and operational efficiency.
Our commitment to excellence in digital product creation has led us to collaborate with Bayer Global, a multinational company present in approximately 160 markets worldwide.
Bayer AG is a German chemical-pharmaceutical company founded in 1863. Currently, it shares the vision of transforming its corporate culture towards a more horizontal and dynamic model, adopting the DSO (Dynamic Share Ownership). This approach seeks to reduce bureaucracy and streamline decision-making through multifunctional teams capable of executing initiatives quickly and effectively.
We couldn't be more aligned!
The Challenge
The task was to help Bayer's markets better develop their marketing strategies, be more efficient, reduce costs, and achieve better results. With a global presence in 160 markets, Bayer needed an innovative technological solution that could be easily implemented and adapted to different local contexts. The ideal scenario to propose a strategy based on rapid validation experiments.
The hypothesis was that we could create a landing pages engine for campaigns that was fast, robust, and easy to use, based on the Design System we had been previously creating for Bayer.
Bayer trusts Builder.io, so the experiment was going to be based on this visual headless CMS. As partners of Builder, we trust that this technology is flexible enough to cover the different use cases the platform would address, also ensuring it was accessible to various marketing teams with very different realities and resources.
To validate this hypothesis, we worked with three pilot markets. If the experiment proved successful, the solution could be scaled to all global markets of Bayer AG.
Processes
A multifunctional team from Runroom, composed of experts in design, technology, and product strategy, worked in short two-week cycles. Using a continuous discovery and continuous delivery model, we conducted research, identified problems, and defined solutions iteratively, with constant feedback from stakeholders in each of the markets.
Close collaboration and an agile approach allowed us to develop a product that effectively met the needs of the markets. The team worked hand in hand with Bayer to ensure that each product iteration incorporated feedback and improvements based on user testing and stakeholder interviews.
“En empresas globales como Bayer AG, la escala y diversidad de operaciones complican la creación de procesos ágiles y eficaces para generar y medir valor rápidamente. En este contexto, la clave del éxito ha sido la agilidad del proceso, la colaboración directa con marketers y una mentalidad iterativa/incremental basada en la experiencia de los usuarios, lo que nos ha permitido evitar largos ciclos de desarrollo tipo waterfall y generar valor de manera eficiente. Guillermo Laseca, Product Owner, Runroom”
Results
The result is a landing pages engine that meets the pharmaceutical industry and Bayer's security standards, addressing identified issues and enabling markets to implement more efficient marketing strategies.
In a few weeks, we launched a product in production that has been adopted by the pilot markets, demonstrating its utility and effectiveness. Thanks to the partnership with Builder.io, we were able to face the challenge with confidence and provide a robust and adaptable technological solution.
The most remarkable aspect of this project is how a small, cohesive team, working in a multifunctional environment with a clear objective, achieved a true result in record time that also positively impacted Bayer's way of working.
“El cambio de mentalidad de trabajar en outputs para centrarse en los outcomes, es la manera más eficiente para conseguir el impacto deseado. Equipos pequeños, crossfuncionales, con autonomía y una visión clara, son la herramienta más potente para abordar retos realmente ambiciosos. Con Bayer lo estamos consiguiendo. César Úbeda, CXO & Partner, Runroom”
Do you want to implement a product culture mindset in your company? Let's Talk!
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