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?
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.
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.
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.
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.