Mobile app · 2024
ROLE
UX Designer, Researcher
TEAM
1 Product Owner,
1 Developer
MODEL
B2B
TIMELINE & STATUS
2 months, Launched in June 2024
OVERVIEW
Star is a mobile app made for the business executives of the Heingrid Pharma Private Limited, designed to streamline and enhance their daily operations. The name ‘Star’ is an acronym for Sales Team Activity Review, reflecting its core purpose of optimizing sales team activities.
INTRO
The executive app
Star is an all-in-one mobile app designed for business executives at Heingrid Pharma to enhance efficiency and productivity through centralized task management, dynamic tour planning, and seamless reporting.
1.0 App highlights
IMPACT
The promising results
Two months post-launch, the performance of the business executives has improved significantly, resulting in increased business.
PROCESS
The MVP needs to be delivered in 8 weeks
3.0 The project process timeline
CONTEXT
India’s pharmaceutical market is one of the largest in the world¹
The pharmaceutical sales market in India is highly competitive, driven by a combination of a large consumer base, a significant number of domestic and international players, and robust manufacturing capabilities.
4.0 The indispensable role of business executives in pharmaceutical industry
The business executives are the first point of contact with key stakeholders
The business executives are indispensable in the Indian pharmaceutical industry, acting as the bridge between pharmaceutical companies and healthcare providers. Their role in building relationships, educating stakeholders and gathering market intelligence makes them key players in the firm's success.
PROBLEM
The existing digital tools for business executives' were neither optimized nor efficient
As a company thriving in a highly competitive environment, Heingrid Pharma decided to enhance their tools, thereby achieving greater efficiency and subsequently more business. The first step toward this was the optimization of the business executives' workflow and tools.
A closer look at executives workflow and operations
To work on optimization, understanding the existing workflow is critical.
Based on the contextual inquiry the main task associated with the business executives are:
Daily tasks
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Monthly tour planning
Submitting sales reports to managers is time-consuming and prone to errors when done manually.
Collect data and creating reports
Monthly touring plans are often inflexible and hard to adjust dynamically, leading to inefficient use of time in the field.
Conducting user interviews
Two personas were created based on interview insights from 12 business executives at Heingrid Pharma.
4.0 The indispensable role of business executives in pharmaceutical industry
Identified problems
System disarray
Managing tasks and schedules through multiple, unintegrated systems, resulting in disorganization and missed opportunities.
Overwhelmed by data
Feels daunted by the volume of information to manage, leading to inefficiencies
Rigid scheduling and reporting
Monthly touring plans are often inflexible and hard to adjust dynamically, leading to inefficient use of time in the field.
A centralized directory quickly access and track client information
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans and submit various reports. This inefficiency leads to reduced productivity and missed sales opportunities.
DISCOVERY
Framing the solution with user insights
Along with knowing the core problems, a solution needs to be created by clearly understanding the motivations and goals of the users using the system.
Two personas were created based on interview insights from 12 business executives at US Pharma.
4.0 The indispensable role of business executives in pharmaceutical industry
Key issues
Overwhelming input information
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Unstructured data
Submitting sales reports to managers is time-consuming and prone to errors when done manually.
Opportunities
Using location data
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Key issues
Rigid
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Customizable
Submitting sales reports to managers is time-consuming and prone to errors when done manually.
Opportunities
Linking to daily tasks
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Important dates
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Key issues
Poor Hierarchy
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
Opportunities
Preview and drafts
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
KEY DISCOVERY
A centralized directory quickly access and track client information
A directory within the app can enhance the ease of access to sales and operational info of every client.
INITIAL DESIGNS & USABILITY TESTING
Testing
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
Testing
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
The business executives visiting doctors and pharmacies lack a unified
Testing
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
The business executives visiting doctors and pharmacies lack a unified
FINAL DESIGN
Final design
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
Home
Final design
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
Home
Final design
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
Home
Final design
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
Home
Final design
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
HANDOFFS
Handoffs
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
TAKEAWAY
Takeaways
The business executives visiting doctors and pharmacies lack a unified and efficient digital solution to manage their daily tasks, track their monthly touring plans, submit various reports, and access a comprehensive directory of doctors and pharmacies. This inefficiency leads to reduced productivity and missed sales opportunities.
Fragmented task management
Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.
