Star

Star

Star

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

INTERACTIVE

INTERACTIVE

IMPACT

The promising results

Two months post-launch, the performance of the business executives has improved significantly, resulting in increased business.

0%
more doctors and pharmacies visited
more doctors and pharmacies visited
more doctors and pharmacies visited
0%
increase in timely report submissions
increase in timely report submissions
increase in timely report submissions

PROCESS

The MVP needs to be delivered in 8 weeks

3.0 The project process timeline

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CONTEXT

The Indian pharmaceutical industry and their business executives

The Indian pharmaceutical industry and their business executives

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

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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

Heingrid Pharma aims to keep up with the competitive industry

Heingrid Pharma aims to keep up with the competitive industry

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.

User research

User research

User interviews

Two personas were created based on interview insights from 12 business executives at Heingrid Pharma.

5.0 Personas

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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.

PROBLEM STATEMENT

PROBLEM STATEMENT

PROBLEM STATEMENT

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

Exploring and structuring the solution

Exploring and structuring the solution

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.

Daily tasks

Daily tasks

4.0 The indispensable role of business executives in pharmaceutical industry

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Opportunities in daily tasks

Using location data

Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.

Tour planning

Tour planning

4.0 The indispensable role of business executives in pharmaceutical industry

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Opportunities in tour planning

Linking to daily tasks

Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.

Integrating leave marking

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.

Reports

Reports

4.0 The indispensable role of business executives in pharmaceutical industry

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Opportunities in reports

Preview and drafts

Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.

Recommendations from management

Recommendations from management

Identified problems

Dashboard

Managing tasks and schedules through multiple, unintegrated systems, resulting in disorganization and missed opportunities.

Broadcast

Feels daunted by the volume of information to manage, leading to inefficiencies

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

Keeping up with a competitive pharmaceutical industry

Keeping up with a competitive pharmaceutical industry

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.

4.0 The indispensable role of business executives in pharmaceutical industry

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USABILITY TESTING

Heingrid Pharma aims to keep up with the competitive industry

Heingrid Pharma aims to keep up with the competitive industry

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.

FINAL DESIGN

Keeping up with a competitive pharmaceutical industry

Keeping up with a competitive pharmaceutical industry

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.

Tour plan flow

Tour plan flow

4.0 The indispensable role of business executives in pharmaceutical industry

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Before

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.

After

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.

Daily tasks flow

Daily tasks flow

4.0 The indispensable role of business executives in pharmaceutical industry

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Before

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.

After

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.

Home screen

Home screen

4.0 The indispensable role of business executives in pharmaceutical industry

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Before

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.

After

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.

Doctor profile screen

Doctor profile screen

4.0 The indispensable role of business executives in pharmaceutical industry

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Before

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.

After

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.

HANDOFFS

Keeping up with a competitive pharmaceutical industry

Keeping up with a competitive pharmaceutical industry

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.

4.0 The indispensable role of business executives in pharmaceutical industry

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TAKEAWAY

Keeping up with a competitive pharmaceutical industry

Keeping up with a competitive pharmaceutical industry

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.

Fragmented task management

Complex Reporting Process

Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.

Submitting sales reports to managers is time-consuming and prone to errors when done manually.

Fragmented task management

Lack of tour planning

Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.

Monthly touring plans are often inflexible and hard to adjust dynamically, leading to inefficient use of time in the field.

Fragmented task management

Inaccessibility of Information

Managing daily tasks and appointments via multiple channels (paper, spreadsheets, emails) results in disorganized schedules and missed opportunities.

The lack of a centralized directory of doctors and pharmacies makes it difficult for reps to efficiently locate and visit these key stakeholders.

GET IN TOUCH

Have a question? Drop an email or connect via LinkedIn.

Say hi!

Copy Email

Have a question? Drop an email or connect via LinkedIn.

Say hi!

Copy Email

Have a question? Drop an email or connect via LinkedIn.

Say hi!

Copy Email

© Shaban 2024

© Shaban 2024