AstraZeneca Sales iPad App Design

There are over 6,000 market employees at AstraZeneca in China who access the internal website to complete their daily tasks. This means they have to carry laptops during marketing campaigns.

Client
AstraZeneca
Duration

September – December 2013

Deliverables
  • High-fidelity Design
  • Icon set
  • Click Prototype
  • User interview
  • Usability testing report
Project background

I led the user experience design of a project with a team of three members. The project lasted for six months and involved system design, prototype design, usability testing, and handoff to development.

During this usability process, multiple participants took on different roles to collectively explore the issues existing in the product. The evaluation was conducted using Nielsen’s heuristic and Jeff Rubin’s problem grading method. This approach led to a comprehensive usability report that addressed over 20 issues identified by five actual users.

My homepage

The homepage features two sections that display the current budget and ongoing events. This allows users to easily keep track of the number of events taking place and monitor the budget balance.

My events

On this page, you can easily keep track of the current status of all events. To add a new event, simply click on the add icon located at the top right corner of the page.

Add a new Event

There are four steps to creating a new event. It includes the budget, Speakers, and event details.

My events

On this page, you can easily keep track of the current status of all events. To add a new event, simply click on the add icon located at the top right corner of the page.

My messages

To access your messages, tap on the fourth icon on the navigation bar. A badge will indicate the number of unread messages you have. Tapping on the icon will open a window displaying your inbox.

Design WorkFlow

There were 5 steps to address our design solution to our client. Then we handed off our design spec files and assets to another Partner – Cognizant was the supplier responsible for project management, requirements analysis, and app development

1. Understanding & Research

We have communicated with our clients and gained an understanding of their main pain points.

2. Ideation design

We had a productive client meeting where several ideas were brainstormed.

3. Validate prototype

We have invited 5 individuals, including MR, DSM, and RSM, to validate our prototypes.

4. Finalized UI design

We were working on the details design including the icon and app user interface design.

Personas

This app serves 3 typical user which includes RSM,DSM and MR.

MR (Medical Representative)

  • More than 6,000 people nationwide, with a majority of women
  • Responsible for carrying out the promotion activities of the company’s products in the designated therapeutic areas and regions,and maximizing the sales growth and market share of the company’s products;
  • Based on the company-approved indications and usage, accurately provide the work objects with information such as the characteristics, efficacy and precautions of the drugs, and inform the doctors of the contraindications, side effects and preventive measures. Cooperate with superiors and marketing department to organize various academic conferences
  • Assist sales supervisor to establish a series of files required for business;

DSM (District Sals Manager)

  • More than 600 people nationwide, managing MR
  • Supervise the work of medical representatives (MRs), and ensure that medical representatives (MRs) understand and comply with AstraZeneca’s code of conduct.
  • Help medical representatives (MRs) understand the company’s electronic channel coverage activities for customers, and understand the stage-specific needs of target customers
  • Submit expense reports in a timely and accurate manner
  • Distribute/communicate important reports to medical representatives (MRs), and ensure their understanding

RSM (Region Sales Manager)

  • Responsible for managing 7-8 DSMs
  • Supervise the district manager (DSM) business plan to ensure proper implementation of expected work and plan, while ensuring resources are allocated to the most potential hospitals, clinics and customers
  • Supervise the implementation of the district business plan, ensuring that resources are allocated to the most potential districts, hospitals and customers
  • Ensure that district managers (DSMs) understand and comply with AstraZeneca’s code of conduct
  • Supervise the monthly reports of district managers (DSMs) to ensure proper and implementation of expected work

Prototypes

We made this in Balsamiq.

Preview

We use photoshop to design the interface.

What problem have we solved?

Real-Time Updates for Approval

The iPad app allows employees to submit reimbursement requests and receive real-time updates on their status, eliminating the need to wait until they are back at their office computers. This accelerates the approval process and improves efficiency.

Flexible for Reimbursement

With the new iPad app, employees can submit reimbursement requests anytime, anywhere, increasing flexibility and convenience in the reimbursement process.

Reduce Learning Curve

The iPad app’s intuitive touch screen interface reduces users’ learning curve, enhancing the user experience and expediting the reimbursement process.

The Results

150

Save half an hour a day for 6K users

5

5 users (RSM, DSM, and MR) participated in usability testing.

20

Addressed over 20 issues identified by actual users.