As the next step to the MedEngine project, we looked into making MediLib, a sales tool for pharmaceutical sales representatives to use to help promote papers and books. These papers and books serve as ways of promoting pharmaceutical products, and provides the healthcare professionals with important information about the latest developments in medical product advancement. Our brief was to produce a system which would allow the sales reps the ability to show the healthcare professionals details of these texts as quickly and easily as possible.
In order to properly understand the needs of our users, we organised a series of interviews with key user types. We divided these amongst healthcare professionals, the end consumers of the papers, and the sales representatives who would be using our product to promote the papers to them. We devised a series of questions around learning how they usually operated, day to day, as well as in detail about how they used digital devices, deal with problems, and what they did after they had finished. This helped us to build an extensive picture of their requirements.
The took our findings, and developed them into a series of artefacts – personas and an infographic, which would help the team and stakeholders understand the users better. These included sales representatives, product managers and managers from the pharmaceutical sales side, and a series of doctors, all from different territories, to understand the differences between their requirements.
In order to explain the relationship between each of the personas, I worked with my colleague Robin Hayward, to develop an infographic. This infographic indicated key information, such as a typical day for a sales rep, the lifespan of different products they they were promoting, and the time representatives in different countries would get with healthcare professionals. This helped our team to develop a product that would take all of these requirements into consideration.
Working with the team and stakeholders, we designed a series of solutions, which we then iterated on, to product the sales tool. This was an iPad app would allow the pharmaceutical sales representative to show the healthcare professional key texts which would they would be interested in, and help promote products.
The finished app was produced by an external app development team, who helped us to realise our goal into a working application. We provided key iterative feedback on each stage of the development, to ensure our vision was being properly realised.