Bayer Jivi eDetail Aid
Sale Support Application Tool for Sale Representatives
User-Centered Design
Government Design System (GDS) Compliance
Collaborative and Iterative Prototyping
Project Definition
Bayer is a German multinational company specialised on pharmaceutical and life sciences. As one of the largest pharmaceutical companies in the world, Bayer has a strong focus on research and development of the haemophilia treatment.
Haemophilia is a genetic disorder that affects the body’s blood-clotting ability, which can lead to excessive bleeding. This genetic defect is inherited recessively on the X chromosome, that means the majority of patients are men. The patients suffer from lack a protein that causes the blood to clot as part of the natural wound-healing process. In haemophilia A, which affects 80-85 per cent of patients with haemophilia, it is the blood clotting Factor VIII protein that is lacking. Severe haemophilia is portrayed by spontaneous bleeding into joints, muscles and various organs, even if there are no external injuries. This bleeding can lead to permanent disability or even death at any age.
Current treatments for Hemophilia-A based on giving the missing FVIII to patients prophylactically. The main target is to avoid the patient from spontaneous bleeding episodes. However, in this replacement treatment, stability and activity of the artificial FVIII in the blood reduced by the time and frequent infusions can affect a patient’s quality of life. Jivi is designed to overcome this obstacle by the addition of PEG, or PEGylation, a substance that, once connected to FVIII, improves its stability and significantly lengthens its half-life in the blood compared with other currently available therapies.
Bayer requested an Ipad based application to help sale representatives about effectiveness and potentials of Jivi on haemophilia treatment processes.
The Challenge
In the education market, many similar tools already exist for schools and students. I prepared a competitor analysis to differentiate these tools and create a scope for usability advancements, drag-drop functionalities, and additional coding-related features. Another major challenge was creating an engaging experience for teachers and students who have limited coding skills.
Many students lack coding exposure, and existing educational tools are often too complex for beginners. The challenge was to design an intuitive platform that lowered the barrier to entry for students and teachers with limited coding experience, allowing them to create and manage interactive content effortlessly.
My Role
I was the leading user experience designer on this project. We started from scratch by researching, strategising, conceptualising product content framework, creating an information architecture based on the nature of sale activities, designing and delivering the hand-offs to the developers.
My role is understanding the profile of sale representatives, their processes, creating a consistent user journey based on their performance criteria and simplifying the navigation while being a contributor to the design process as a facilitator. I created a site map, and user flows, wireframes, online interactive prototype, wrote functional specifications for design and user behaviour.
My Approach
I worked with sale representatives, account managers, medical copywriters, SMEs and project manager. We researched to understand sale representatives’ previous pitching experiences, struggles experienced with HCPs, possible improvement potentials in their sale activities and potential data collection opportunities while making sale pitch.
