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

Icon set
Prototype
User interview
Usability testing report

Project background

I led the user experience design of a project with a team of three members, which lasted for six months and involved business design, prototype design, usability testing, and delivery development.

As a UX vendor, our goal is to help AstraZeneca identify the app requirements that can meet the needs of its typical users. We aim to design a new app that will improve the efficiency of their daily work processes, such as approving hospital presentation meetings and processing online travel reimbursements.

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.

My to-do list

If you select one of the to-do lists, the event detail page will appear on the right side of the screen. At the top of the section, you will see the status of the event.

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.

What’s the problem we solved?

Over 6,000 market employees at AstraZeneca in China access the internal website to complete their daily tasks. This means they have to carry laptops during marketing campaigns. So we helped our client simplify the business requirement and translate it into a high-quality and useable app to level up the marketing employee’s daily task of experience design.

This process involved multiple participants playing different roles to explore the problems existing in the product jointly. The evaluation was based on Nielsen’s heuristic and Jeff Rubin’s problem grading method. It resulted in a complete usability report that focused on more than 20 problems reported by five real users.

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.

Persona

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