Stakeholder & User Interviews, Ethnography, and Design Thinking Workshops

B2B Pharmaceutical Product Research and Strategy for PBA Health

PBA Health, a pharmaceutical supplier and distributer based in Kansas City, was in need of an overhaul of one of their flagship customer programs. Their collection of sales reports and site analytics was telling their executive team one story, but was it true?

Data Without Customer Insights Can Lead You Astray

I was brought in to vet executive hypotheses about the product's performance by conducting robust customer, market, & stakeholder research, then working with company leadership to define a new direction for the product based on our findings. Ultimately, what we learned from customers told a significantly different story than the data-only hypothesis. These insights culminated in a shift to product strategy, new branding, and an evolutionarily improved UI.

Creating Advocates for Research and Discovery

Early executive one-on-ones, a robust and exciting kickoff session, and appropriate project collateral created a sense of buy-in from the leadership team about the importance and ROI of conducting a discovery and planning phase before jumping right into any UX/UI refresh. The results would be worth it.

Customer Interviews and Ethnography

The eight-week engagement featured a relatively robust program of over-the-phone customer interviews along with a set of four, one-hour onsite opportunities for contextual inquiry.

Research Synthesis and Product Planning

We found the story the customers told us - their reasoning for purchasing decisions and how & why they interacted with various pharmacuitical sites - was a much different one than the hypothesis the executive team had. These direct insights were them analyzed for commonalities and categorized.

Full Case Study Coming Soon

In a world cluttered by confusing websites, too-clever apps, and mountains of unnavigable content, ensuring your customer can easily, effectively, and efficiently interact with your digital product makes a very real—and financial—difference.