CASE STUDY
Product Design for International Pharma
Areas
Investigación y estrategia de palabras clave. Design research. Data-driven journeys. Product Trio (Product Manager, Designer, Developer). Dual Track Agile. Diseño de experiencias de usuario
Bayer AG needed a high-performance Design Team capable of combining user, business, and technology needs into a high-impact product; a platform that consolidates different services and serves as a tool for healthcare professionals globally. At Runroom, we took on the challenge of conceptualizing a solution in just 6 sprints, resulting in a successful pilot test that will serve as a reference for the development of new projects within the company.
Bayer AG is a German-origin multinational chemical-pharmaceutical company with key competencies in the field of science applied to health and nutrition. With over 150 years of history, this company develops new molecules for use in products and revolutionary solutions to improve the health of people, animals, and plants.
Bayer aimed to change its culture in digital product creation by transforming its design operations to capitalize on the value of good UX on its platforms. We started with a pilot on one of Bayer's main challenges, the relationship with healthcare professionals. Our design team, composed of roles such asProduct Designer, UX/UI Designer, Product Owner and a Strategic Designer, took on the challenge of transforming the work model by creating prototypes based on evidence and with a 100% User Centric vision.
“Este proyecto supone una mejora en la filosofía de trabajo de Bayer a nivel global y una transmisión de la cultura, demostrando la importancia de pensar en el usuario y desarrollar cualquier solución e innovación tecnológica desde una perspectiva Customer Centric, dando al UX y UI el protagonismo que merece. Beatriz Cardona, Consultora digital y consultora de desarrollo de negocio, Runroom”
Different challenges and a tight timeline
The timeframe we worked with was just 6 sprints and these were the main challenges we faced:
- The need to transform Bayer's technological product development from a product and technology-centered model to a more user experience-centered model. This change of focus would lay the foundations for a systematization of the product design process based on user needs.
- Incorporating the customer's voice into the design process through Continuous Discovery.
- Working with a multidisciplinary team with different languages, cultures, and work methodologies. This is enriching in many aspects but also requires a greater exercise of adaptation and communication.
Optimizing value delivery with Agile
Once the objectives were defined, we got to work and differentiated 5 lines of work, 5 User Journeys that we developed from start to finish and organized following the Agile methodology to provide the greatest value delivery to the client.
We defined and outlined a first version of the journey for each type of service or content that Bayer AG wanted to implement on the platform.
In less than two weeks, we began interviews and user tests with healthcare professionals with a Lean UX mindset; validating hypotheses as soon as possible. This way, we were able to gather their feedback to validate hypotheses or iterate on what was not working.
“Algo muy valioso en la colaboración con Bayer Global es que conseguimos acoplarnos como un único equipo, derribando barreras y trabajando juntos desde el minuto uno. El trabajo fue ágil y nos fuimos readaptando juntos según las necesidades del proyecto. Sarah Romero, UX/UI y Researcher , Runroom”
Results leading to cultural transformation
After 6 sprints of intense work, we met the set objectives and exceeded client expectations with continuous value delivery through:
- Creation of a functional prototype.
- Validation of all key flows.
- Creation of a new UI design language.
- Contrasted information architecture and UX for the Buyer Persona and the Pharma sector.
- We laid the foundations of the Design System by componentizing the key pieces.
Applying the feedback gathered, and with a Continuous Discovery mindset, we iterated the prototype incorporating the customer's voice and working on the visual and interaction design of the different services and content categories, to test again.
One of the most complex exercises we faced was the information architecture, due to the complexity and amount of services and content we had.
In addition to these milestones, we achieved something very important for Runroom, a genuine improvement in Bayer's work philosophy for future projects and a transmission of culture, demonstrating the importance of thinking about the user and developing any solution and technological innovation from a customer-centric perspective, giving UX and UI the prominence they deserve. Due to this result, we continue working for Bayer AG today in consolidating the Design System globally for the entire ecosystem of sites created within the company, we will explain more soon.
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