Copyright © 2019

Student document publication, meant for private circula-

tion only. All rights reserved.

Graduate Degree Program in Design, User Experience

Design 2015 - 2018

MIT Institute of Design, Pune, India

No part of this document will be reproduced or trans-

mitted in any form by any means, elecctronically or
mechanically, including, photocopying, xerography and
videography rcording, without written permission from the
publisher, Ashwin Suresh T.

Trademark names are used throughout this document.

Rather than putting a trademark symbol in every occur-
rence of a trademark name, it is stated that the names
are only used in an editorial manner and to the benefit of
the trademark. Feew photographs used in this documen-
tare sourced from the web and are used for representa-
tion purposes only.

All Illustrations used in this document are Copyright ©

1970 - 2019 by their respective people/organizations.

Disclaimer: Due to printing inaccuracies, colours may vary

from original.

Written and designed by Ashwin Suresh T under the guid-

ance of Wricha Mishra and Karma Bhutia

+91 8075798297
ashwinnsuresh@gmail.com

May 2019
Pharmaceutical Predictive Analysis
Ashwin Suresh T UG User Experience Design Graduation Project 2019

1.1

“Creative thinking - in terms of idea creativity - is not a

mystical talent. It is a skill that can be practiced and
nurtured.”

― Edward De Bono

Beliefs

I believe that creativity is an outcome of habit,

the more disciplined and habitual you are about
exercising your creativity, the stronger your sense
of direction becomes. You would be surprised at the
amount of ideas you get when you practice discipline
and habit forming.

Pharmaceutical Predictive Analysis

 MIT Institute Of Design

1.1
Preface
Thank you mother, father, brother, sister, brother-in
law and Mira. I am what I am because of you and
without you I am nothing.

Most of the adventures recorded in this book This project revolves around the
really occurred. Although the main intention pharmaceutical industry and most of the
of the book is to help the batches that come industries stakeholders, this was chosen to
after to learn to see good from bad, right be the domain I work with due to the level
from wrong and learn from my experience, it of impact the industry has and the sudden
can also be used as a yardstick to measure surge of technology front, human centered
my growth as a designer and human being, innovations and by participating in this
although that is highly discouraged. innovation and bringing new found meanings
and end desirables, impact can directly be
Although my book is intended for the education translated to the end consumer.
and entertainment for boys and girls, I hope it
will not be shunned by men and women.

This book is a culmination of my experience

and a display of the tools I have gathered in the
four years of design education that i have been
a part of. This book is limited due to the fat that
it is a representation of my process and should
be adapted as seen fit. A level of iteration and
validation needs to be done with respect to the
final output.
Ashwin Suresh T UG User Experience Design Graduation Project 2019

Acknowledgments
Table of 1. Introduction
content 1.1 Sponsor 16
1.2 Methodologies 20
1.3 Blue sky thinking 24
1.4 Domain and initial brief 26

2. Literature study

2.1 Background information 28

2.2 The health of a nation (Pharmaceuticals relationship 20
with healthcare)
2.3 Case study 34
2.4 Changing marketscape 36
2.5 Lifetime of a drug 38
2.5.2 Rising demand for accessible medication
2.6 Current production practices 42
2.7 Contract manufacturing 47
2.8 Framework for QbD 50
2.8.2 Standardization and Good Practices (GP) 52
2.9 What do I produce? 54
2.10 Insights 56
2.11 Summary 58

3. Empathize

3.1 Formulating research methods 60

3.2 Expert Interview an insights 62
3.3 Guided tour (factory visit) and insights 66
3.4 Pain points 72
3.5 Workshop 76
3.6 Concept ideation 78

Pharmaceutical Predictive Analysis

 MIT Institute Of Design

4. Build 5. Visual design and testing

4.1 Redefined brief 82 5.1 Hypothetical branding 144

4.2 Understand the user 84 5.2 Design elements 148
4.2.1 What does market research help you achieve 86 5.3 Visual design 154
4.2.2 How does it affect production 88 5.4 Usability testing 164
4.2.3 Stakeholders 90
4.2.4 Survey design and results 92
4.3 Discovering tools they use 96 6. Business model and scope
4.4 JTD 98 6.1 Business model 174
4.5 Persona 100 6.2 Future scope 176
4.6 System design
4.6.1 How might we’s 105
7. Concluding thoughts 180
4.6.2 Current system and pain points 106
4.6.3 XO’s 108
4.6.4 Solutions 110 8. The journey till here 182
4.6.5 Revised system 112
4.7 IA 114
9. Retrospective 184
4.8 Hero flow 115
4.9Framework for data utilizations and collection 116
4.10 Initial features 122 Bibliography and citations 186
4.11 Design principles 124
4.12 Workflows 126 Appendix 194
4.13 Wireframes 134
Ashwin Suresh T UG User Experience Design Graduation Project 2019

List of figures Fig 1

Elements of UX by jessie James Garrett
183

Fig 2 29
The industry stagnating.
Fig 3 32
Epidemic outbreak growth
Fig 4 37
Increasing demand for NCD’s
Fig 5 38-39
Lfetime of a drug
Fig 6 40
Increasing demand for generics
Fig 7 47
As per a survey conducted on pharmaceuticals by IS Reports.
Fig 8 50
Foundation for Assuring an Ongoing State of Control
Fig 9 55
Factors affecting lack of supply
Fig 10 114
Information Architecture
Fig 11 115
Hero Flow
Fig 12 117
A visual representation of contextualization of data

10 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

List of tables Pain points 74-77

XO’s 108-109

Utilizing the data 118-121

11
Ashwin Suresh T UG User Experience Design Graduation Project 2019

Acknowledgments
Thank you mother, father, brother, sister, brother-in
law and Mira. I am what I am because of you and
without you I am nothing.

I want to express my gratitude to my mentors I would like to also thank the family I was a part
Karma Bhutia and Wricha Mishra for providing of in MIT, sharing moments of joy and helping
their unconditional support and guidance through- make my experience truly memorable. These
out the process, the panic and the successes. Your are friends I have made for life.
confidence helped me find mine.
My family has provided me with more than
I would like to thank the team at Honeywell HUE a thank you can say, from believing in me to
PMT Bangalore in making me feel at home, sup- exercise my passion for design and helping me
porting me with their interest in my work and help- stay in my path.
ing me achieve clarity in my work. The last three
months have been a very inspirational experience
which I will carry with me for the rest of my career. For your love and support TM.
I had the opportunity to use my skills and learn a
lot more.

12 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Shout out to

Karma Bhutia My big happy MIT Institute of Design

Wricha mishra family. faculty

My batchmates
Varun Prabhakar Mr. Shelly Antony
Dawa Pakemon Mr. Muthu Kumar Twisha Mehta
Ankit Mr. Hari Babu Akilan Nagarajan
Simran Tandon Mr. Gopakumar Vrajesh Pithadiya
Arundhati Man- Rohyn Rajesh
mode Intermed Phar- Advit Mohunta
Geethu Sebastian maceuticals Veersingh Gaikwad
Yuhina Aditya Menon
Akshay Khandel- Harsh K Mittal Rohit Kolhatkar
wal Shivangini Dasgupta
Bimal Rajappan Chitvan Patel
Maithili 507 Neeraja Kulkarni
Rujuta Shah Soham Putran
Narendra Singh Naomi Rohila
Neha Shetty Janmajeaye Daroz
Kabir Chaturvedi

13
Introduction
Ashwin Suresh T UG User Experience Design Graduation Project 2019

1.1
HTS and HUE
The sponsor
Honeywell Technology Solutions is a technology
Honeywell centric solution vertical of Honeywell
international. HTS started by Ramesh
Krishnamurthy started out as a relatively small
team working out of India. Now it has grown
to occupy prominent space in multiple cities. I
had the opportunity to work in the Bangalore
campus 2 which was a recent (relatively) setup.

I worked as a part of their Performance

Honeywell Bangalore Materials and Techniques vertical which deals
with industries like Oil and gas and Industrial IOT
Adarsh Palm Retreat, Bellandur, sector of their business.
Bengaluru, Karnataka 560035
Honeywell user Experience started out with a
few new hires and with the hardwork of the
people who work there and the constant efforts
made by Karma has now made itself into a
globally renowned powerhouse for industrial
design and User Experience Design

16 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

The team

These are the team members as of May 2019, these

are the people I who guided me and supported me
through the project.

Karma Bhutia (The boss)

Varun Prabhakar
Dawa Pakimo
Ankit
Simran Tandon
Arundhati Manmode
Geethu Sebastian
Yuhina
Akshay Khandelwal
Bimal Rajappan
Maithili
Rujuta Shah
Narendra Singh
Neha Shetty

17
Ashwin Suresh T UG User Experience Design Graduation Project 2019

Aspirations

HTS PMT aims to one day move from hardware

to making software their primary business and
they have a very impressive incubation culture
to promote and give the power of innovation
and the tools required to any idea that is
deemed impressive under their standards.

With this aspiration in mind, it is important to

focus on overlaying concepts generated with
the aspiration and vision of the company to fit
their portfolio.

My experience in Honeywell has shown me the

value and process of executive user experience
based projects and enabled me to work in
teems, as a part of the studio which I am gave
me the confidence to drive my own project.

The internship in Honeywell started on

February 4th 2019.

18 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Foreword
Sub heading

Suresh
There are manyVasudevan
variations of passages of Lorem
Zonal Manager
Ipsum available, Elder Pharmaceuticals
but the majority have suffered Ltd.
Consultant Marketing and Sales of
alteration in some form, by injected humour, or ran-
Subject
domised words .Matter Expert

There Iarehave many

beenvariations
in Pharmaceutical
of passages marketing
of Lo- and the cut throat competition existing in the
rem Ipsum
for theavailable,
last 29 years
but andtheallmajority
along myhave career Pharmaceutical Market and proper planning,
sufferedthe alteration
most puzzling in some
problem form,
is what
by product
inject- or as explained by Ashwin Suresh in his Project
ed humour,
line extensions
or randomised
of existing
words product
whichshould
don’t be Report ,assumes great significance for assured
look even
fillingslightly
our basket
believable.
of products.
If youThis are isgoing
not an success. This is especially so in the Indian
to use easy
a passage
or simpleof Lorem
decisionIpsum,
since you
a lotneed
of factors
to context where after the introduction of MRTP
be sure likethere
demographical,
isn’t anything geographical
embarrassing andhid-
climate, Act in the 1970s has resulted in huge rise in
den in andthe current
middle and of text.
futureAll trend
the Lorem
as indicated
Ipsum by the number of Pharmaceutical Manufacturing
generators
ORG, on Prescription
the Internet
Analysis
tend and to repeat
ICMR studies
pre- and Marketing. Companies. These medium and
definedwhichchunks
are as
verynecessary,
well takenmaking
in to consideration
this the small companies can plan their operations
first true
by. Ashwin
generator Suresh
on T.
the Internet. It uses a successfully and make it profitable for which
dictionary
This isof very
overcrucial
200 Latin
from words,
the practical
combinedpoint of they should thank Ashwin Suresh, that should
with a view
handful
for Pharmaceutical
of model sentence Organizations
structures, because
to motivate him to make further contributions.
generatea product
Lorem or Ipsum
line extensions
which looksintroduced
reasonable. after
The non-characteristic
considering above words said factors
first true
have better
gen- Fig
erator survival
on the Internet.
and chancesIt uses
of success
a dictionary
.This book
etc. is How to make like
this and scram till
relevant in the current situation for
you scream.

19
Ashwin Suresh T UG User Experience Design Graduation Project 2019

1.2
Methodology

Literature review Requirement Analysis User study

A literature review is both a summary and ex- Requirements Analysis is the process of defin- In simple term, ‘user study’ means a study of
planation of the complete and current state of ing the expectations of the users for an appli- the users of information. It deals with the kind
knowledge on a limited topic as found in academic cation that is to be built or modified. Require- of information required by the user, the ways
books and journal articles. There are two kinds of ments analysis involves all the tasks that are and means used for searching for the required
literature reviews you might write at university: one conducted to identify the needs of different information, the use of the information, the use
that students are asked to write as a stand-alone stakeholders. Therefore requirements analy- of the information obtained, the satisfaction/
assignment in a course, often as part of their train- sis means to analyze, document, validate and dissatisfaction arising from the use of informa-
ing in the research processes in their field, and the manage software or system requirements. tion obtained, the flow of the information and
other that is written as part of an introduction to, High-quality requirements are documented, the relationship of studies.[119]
or preparation for, a longer work, usually a thesis actionable, measurable, testable, traceable,
or research report. [128] helps to identify business opportunities, and are
defined to a facilitate system design. [118]

20 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Affinity mapping Guided tour Survey

Affinity diagrams are a great method to help you Taking a Guided Tour through the home or A Survey is defined as a research method used
make sense of all your information when you have workplace of the person you’re designing for for collecting data from a pre-defined group of
a lot of mixed data, such as facts, ethnographic can reveal their habits and values far better respondents to gain information and insights
research, ideas from brainstorms, user opinions, than talking to them on the street. [132] on various topics of interest. Surveys have a
user needs, insights, and design issues. [129] variety of purposes and can be carried out in
many ways depending on the methodology
chosen and the objectives to be achieved. [133]

Wieframing Information Architecture Stakeholder Mapping

Wireframing is a way to design a website service Information architecture (IA) is the structural Stakeholder mapping is a collaborative process
at the structural level. A wireframe is commonly design of shared information environments; of research, debate, and. discussion that draws
used to lay out content and functionality on a the art and science of organizing and labelling from multiple perspectives to determine a key
page which takes into account user needs and websites, intranets, online communities and list of. stakeholders across the entire stakehold-
user journeys. Wireframes are used early in the software to support usability and findability; er spectrum. Mapping can be broken. [131]
development process to establish the basic struc- and an emerging community of practice fo-
ture of a page before visual design and content is cused on bringing principles of design, archi-
added. [130] tecture and information science to the digital
landscape.[1] Typically, it involves a model or
concept of information that is used and applied
to activities which require explicit details of
complex information systems. These activities
include library systems and database develop-
ment. [134]

21
Ashwin Suresh T UG User Experience Design Graduation Project 2019

Brainstorming

22 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

High level explorations for domain finalizing. Some of he

concepts where further drilled down on to see the scope
oand impact of intervention

Pharmaceutical Industry

First mile Creation Last mile

RnD Production Adherence to medication

Drug discovery Training Equitabe provision

Onboarding participants Equipment Training PHC

Testing Processes Counterfeit drugs

Pharmacovigelance Quality control Supply chain mgmt

Animal Pharmaceuticals Independent production

Bespoke drugs

23
Ashwin Suresh T UG User Experience Design Graduation Project 2019

1.3 Prominent domains

Pharmaceutical Production
Research and Development
Animal Pharmaceuticals
Adherence to medication
Primary health care equitization
24
 MIT Institute Of Design

Prominent domains
Optimizing drug discovery
Lack of supply of medicines
Unqualified PHC providers
Counterfeit and substandard drugs
Trial subject monitoring and adherence
25
Ashwin Suresh T UG User Experience Design Graduation Project 2019

1.4 Domain
After pitting impact with
accessibility to users the following
domain was chosen.

Pharmaceutical Production

Initial brief

To work on identifying potential intervention areas in

the pharmaceutical production domain.

26 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Literature study

27
Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.1
Introduction
Background
The pharmaceutical industry is one of the most These new molecules have a lifetime that will
information regulated industries among the list which in- be discovered later on but once the patent for
cludes oil and gas industry, air transportation a new medicine has ended, any competitor with
industry, electric power supply etc. This makes intent can replicate the same medicine, this
it very important for the stakeholders of the saves them the trouble of conducting R&D and
country to promote the regulation and make the cost but at the cost of losing a huge chunk
sure that the drugs produced are meeting stan- of the market due to consumer loyalty and
dards set by them and other industry players. trust.

There are multiple types of pharmaceuticals, This generic drug has reduced cost helps in
The overall revenue of the phar- they can be categorized as R&D and produc- making the medicine more accessible to a large
maceutical indistry is $1,13 billion, tion, Production only and R& D only facilities. All pool of the population.
this revenue has grown but so drugs are made of an active ingredient called
the Active Pharmaceutical Ingredient.[41]
has cost of R&D and regulations.
Most pharmaceuticals are tar- Regulation
geting emerging markets due to For R&D facilities the major activity is to con-
their huge population. [41] duct research and to find new ways to treat a Due to the nature of the product, as discussed,
disease or new diseases to target with existing regulation is not mandatory, in making sure
medicines. R&D is the biggest expense in the that people get equitable and effaceable
pharma industry as it takes upto $2 Billion to healthcare. This considered there are a few
discover and develop new medicine and to un- organizations that standardize the product
derstand it’s safety and efficacy in treating the and some organizations that check it’s quality.
targeted disease. These will be discussed in detail in the coming
pages.

28 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Revenue Emerging markets

With a global revenue of over $1,143 Billion In emerging economies, where the market is huge, market share
dollars the pharmacetical industry is one of the wise there is a huge disparity in this ranking due to the huge
biggest revenue reapers when compared to market share of generic medicine and with many patents going
other industries. But regardless of their revenue out of their patent lifetime. These players mentioned above are
growth, due to the exuberant expenditures, the continuously renewing their policies, programs and market strat-
industry still fails to show margin and is stag- egy to occupy maximum parts of the emerging markets.
nating Lets look at how this revenue is distribut-
ed in the industry.

Top Pharmaceuticals

The top 10 players globaly control and cover

upto 60% of the revenue of the top 50. This
accounts to almost $ 352.5 billion in sales. these
companies are (ranked according to revenue)
[41 as of 23-0519]

Pfizer
Johnson & Johnson
Roche
Abbvie
Amgen
Novartis
Gilead Sciences
Sanofi
Fig 2
BristolMyers Squbb The industry stag-
nating.

29
Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.2
High level factors affecting the Patient to doctor ratio
Determining health of a nation

health of a The health of a country is a very important WHO identifies patient to doctor ratio as a key
factor in deciding where changes have to be factor while discussing equitable healthcare.
nation made, funding has to be done and initiative The provision of good primary, emergency
have to be taken. There are multiple segments and general healthcare can reduce the cost
of health like economic health, financial health, born by the country in unnecessary healthcare
healthcare provisions etc. provisions. In many developing countries we
can see that not only is the patent to doctor
For our purposes lets focus on the healthcare ratio very low there is also a huge disparity
part of the subject. Without getting too gritty between the number of treatment facilities
To look at why pharmaceutical with the details some of the infrastructure available and the infrastructure in those.[1]
matters, we need to look at surrounding goof healthcare are-
how a countries health is
measured and map the impact Provider availability
A doctors education is expensive and time
of pharmaceutical in these Health coverage
consuming and the rural sectors neither pay
parameters.
Availability of medicine
well nor give them the benefits that the private
Overall expenditure
sector gives. This is why we can see that the
Mortality rate
majority of doctors are engaged in private
Care provision and infrastructure availability
practice which makes the situation worse in
Limitations
rural areas.[1]
Partnership
Providing equitable access to people-centered
care

30 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Pharmaceuticals relationship Increasing outbreaks globally

with equitable healthcare

But providing diagnosis of life threatening diseases is The readiness and continuous updating of these epidemics
pointless if there is no medicine to cure it. in the market is very important to manage production to
meet market need. If not for purely humanitarian reasons, it
will at least help pharmaceutical companies gain edge over
By being at the forefront of healthcare
pharmaceuticals manufacture some of the competition and predict epidemics and plan accordingly.
most important products and innovate in areas
that help us by not only keeping the individual
safe but extending to it societies and countries. MERS, H1N1, swine flu, chikungunya, Zika: Another virus
They help us in collectively maintaining out with a peculiar name always seems to be right around the
heard immunity by providing us with vaccines corner, threatening to become a pandemic.
and reduce reduce the mortality rates by
innovating in pediatric medical products, they Over the past decade, the World Health Organization has
help us prolonging our lives instead of us dying declared four global health emergencies. Two of them
due to a common cold (shoutout to Penicillin) were in the past two years: the Ebola epidemic in West
[2] Africa and the Zika outbreak that’s spread through the
India is a country where almost 70% of the Americas. But emergence are taking it to an extreme,
population live in rural settings and as a even small epidemics like social diseases due to climatic
developing nation like many other BRIC and environmental change can be deadly, especially is
nations needs access to healthcare to be equal unforeseen. [127]
amongst the most extreme of conditions. [1]

That 70% of people in rural areas do not have

access to cheap and quality healthcare and
medical products such as inhalers, diabetics
medication etc. It is also important to note that
there have been many developments in this
area to give accessibility to people.

31
Ashwin Suresh T UG User Experience Design Graduation Project 2019

(a) (b)
3000 - 3000 -

Disease richness
No. of outbreaks
2000 - 2000 -
- 175 Human specific
- 150 Zoonose
1000 - 1000 -
- 125

- 100
0- 0-
1980 1990 2000 2010 1980 1990 2000 2010

(c) (d)
3000 - 3000 -
No. of outbreaks

fungi
2000 - 2000 -
parasites
Vectorborne
Prorozoans
Non-Vectorborne
1000 - viruses 1000 -

Bacteria
0- 0-
1980 1990 2000 2010 1980 1990 2000 2010
Fig 3
The global number of human infectious diseas outbreaks and richness of casual diseases, from 1980 to 2010. Epidemic out-
Outbreak records are plotted with respect to (a) total globaal outbreaks and total number of disease breaking break growth
[127]
outbreaks in each year (b) host type (c) pathogen taxonomy and (d) transmission mode | The Royal Society

Vox,[127] has helped us by identifying four of the

major reasons why there is more common occur-
rence of outbreaks-

Increasing world travel

Warming globe with unnatural climatic conditions
Pervasive poverty with lack of PHC
Rapid urbanization with disregard for humanitarian-
ism

32 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

The ability to predict and deal with diseases

involves early warning systems from a study
called pharmacoepidemiology. This uses
historic data to forecast future probabilities.

When it comes down to dealing with the varying

health landscape which is ever changing.
It is important to be agile and adaptive to
market needs both as a form of need gap
filling and differentiation from competition.

The ability to adapt to the market needs is a

very important characteristic of a good indus-
try.

When it comes to mitigating epidemics on

time is late and late is disastrous.

33
Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.3
Suspicions
Case study
Approximately 1.6 million Africans died of The Trade Related Aspects of Intellectual
Dying from malaria, tuberculosis and HIV-related illnesses Property Rights (TRIPS) regulation of the
in 2015. These diseases can be prevented or World Trade Organization (WTO), in force
lack of treated with timely access to appropriate and since 1986, curtails the right of companies to
affordable medicines, vaccines and other manufacture generic drugs, forcing countries
medicines health services. But less than 2% of drugs to rely on brand-name products. However, the
consumed in Africa are produced on the WTO in 2006 granted developing countries
continent, meaning that many sick patients a 10-year waiver to manufacture generic
do not have access to locally produced drugs drugs using the intellectual property rights
and may not afford to buy the imported ones. of big pharmaceutical companies overseas.
Source:
Despite US objections, the waiver, which expired
Africa Renewal Magazine [135]
Without access to medicines, Africans are this year, was extended until two-thirds of
susceptible to the three big killer diseases on WTO members decide to remove it. Experts
the continent: malaria, tuberculosis and HIV/ believe that is unlikely to happen, as the US
AIDS. Globally, 50% of children under five appears to be the only big country insisting
who die of pneumonia, diarrhea, measles, on its removal. o produce medicines, a country
HIV, tuberculosis and malaria are in Africa, must abide by Current Good Manufacturing
according to the World Health Organisation Practices (CGMP), which are enforced by the
(WHO). The organisation defines having access United States and other governments to ensure
to medicine as having medicines continuously the quality of manufacturing processes and
available and affordable at health facilities that facilities. Many African countries do not have
are within one hour’s walk of the population. the technical, financial or human resources
required for high-scale drug production.

34 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Reprements

Faced with difficulties in accessing modern

medicines, many Africans resort to ritual
and herbal remedies, known across diverse
African societies as traditional medicine.

But Ali Arazeem Abdullahi, a sociology professor

at the University of Ilorin, Nigeria, cautions
that “it is a general belief in medical circles
[in Africa] that traditional medicine defies
scientific procedures in terms of objectivity,
measurement, codification and classification.”

Acknowledging there are quacks that

should be checkmated, Professor Abdullahi
called for political will to rebrand and
standardize traditional medicine practices.

Experts believe that Africa’s solutions to

improving citizen access to medicine could lie
in stimulating local production, developing
the right policies and infrastructure, and
training and retaining its medical talents.

Image
A primary healthcare facility
in Africa

35
Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.4
Changing
Companies are more focuses on innovation Typically market study has been done to
marketscape and bringing technology into the process or understand growth of the market from
manufacturing. An are that has seen a lot a yearly or quarterly perspective and to
of attention from the FDA and independent identify the course of action for the next
publishers is continuous manufacturing in time period until the market is assessed
pharma. The disease scape is also changing. again. The new market scape provides
With the demographic data changing due opportunities to market researchers
to better lifestyle, rarer disease turn up and and producers to communicate and
diseases and demands have been fluctuating continuously improve their knowledge
very often. This new market needs addressing and opportunities in the market.
The market has been changing from not only market researchers but
interms of production shifting production to see what can be done about the
to high growth regions and the changes occurring.
consumption trend changing
rapidly. The kind of diseases
treated is also shifting leading to As providers, the pharmaceutical companies
that will always be a cornerstone in mitigating
a different type of epidemic.
epidemics/outbreaks and providing accessible
healthcare, they have the recently brought up
responsibility of being on top of the market
chain are visualizing change before change
happens. The ability to deal with certain
adverse scenarios and their ability to use data
to its fullest defines differentiation in todays
market.

36 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Increasing NCD

We need to get proper healthcare to people in need.

Only generics work in this market. This is a huge
portion of the global economy that suffers from
inequitable access to healthcare provisions.

There is a growing epidemic of non-

communicable diseases even amongst the
less fortunate or tier 3 places in India. This is
happening due to higher life expectancy in such
areas which bring geriatric diseases with the
old age, like Blood Pressure. The ratio between
communicable and non-communicable
diseases is changing and the need to serve
the population and raise awareness is rapidly
increasing.. the pharmaceutical companies use
various tools to conjugate these insights and
act on it but it’s often too little too late. Fig 4
Increasing de-
mand for NCD’s

37
Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.5 Lifetime of a drug

After pitting impact with
accessibility to users the following
domain was chosen. [51][58][59]

10’s of partici- 100’s of par- 1000’s of par-

pants ticipants ticipants

Basic Drug Pre- Clinical Phase one Phase two Phase three
Research Discovery Clinical Testing

38 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

One drug is Drug is replicated

approved and make part
Post marketing
of the generics
research
market
Drug prices
drop expo-
nentially

FDA approval Patent lifetime Patent period

Patenting ends runs out

Fig 5
Lfetime of a drug

39
Ashwin Suresh T UG User Experience Design Graduation Project 2019

From brand to generics

When a company utilizes it’s revenue and other The market share for generics is ever-
resources in developing new medication, that growing with the rate of population growth
medication is usually subjected to a patent in some developing countries like India. This
which runs for anywhere between 3 to 15 years presents a unique challenge and opportunity
depending on the complexity of the product for manufacturers to increase production
and the resources and time taken to develop locally. Indian pharmaceutical companies
it. During this period of protection that the are already well positioned in some of the
new drug has, no other company or player generic pharmaceutical markets of developed
is allowed to release the same product in the nations. This is due to product development
market under their brand name. Generic drugs skills through advanced technological
are usually much less expensive than branded capabilities, and low-cost manufacturing.
drugs due to factors like, negligible development Ranbaxy (now Sun Pharma) was the first Indian
cost for competitors, huge competition etc. pharmaceutical company to recognize and
When we go from brand to generics it changes take advantage of the generics market. After
from a sellers market to a buyers market. [86] the acquisition by Sun Pharma, the company’s
net worth in 2015 was around $4 billion. [86]

Branded generics are the same generic

medication that is taken up by a company
and branded to be sold for a higher margin

Fig 6
Increasing demand
for generics
40 Pharmaceutical Predictive Analysis
 MIT Institute Of Design

Threat to production

Even though India is not hit by the lack of To create the supply for the sheer volume
supply too hard, places like China and US are of need for generic drugs with the bottom
really facing issue due to reasonable regulatory line also diminishing is not realistic for many
practices. manufacturers who have the capacity and
interest to produce these generic versions of
Currently US has about 200 drugs in the list medication. With increasing pressure from
they make on drug shortages. the government to produce volume and still
abide to standards of product, it is not at all
The Chinese generics market grew at a CAGR economically wise to for producers to venture
of 16.4% between 2006 and 2010 to $19.6 into generics. [44]
billion. In 2010, 95.3% of its prescription drug
sales, by volume, were generics. As previously The cost of branded drugs vs the cost of
mentioned, the Chinese generics market is generic clearly show us that the same process
expected to reach $80 billion in 2017 and intensive product sells for a much lower margin.
become the largest generics market in the This means that to hit significant profit margins
world. Generic drug sales currently account for generics need to be produced in bulk which
65% of pharmaceutical sales, by value, in the takes up the production capacity which can be
country. China and India now account for 25% utilized to make branded medicines that have a
of the global generics market, and demand in significantly higher margin.
these countries is expected to remain strong
for the foreseeable future. China consumed This paradox of cost is affecting the
roughly 19.2% of the global demand for generic approachability to generic market by pharma
active pharmaceutical ingredients (API) in 2008, manufacturers. They need to maintain quality
making it the second-largest consumer of APIs at the same standard which is not viable and
after the US. [86][91] higher recalls have been happening in this
space. They have also started increasing
prices due to the shortage in this market, which
completely deteriorates the value provided by
generic medication.[44]

The added problems from increasing price

of API suppliers primarily from China and the
maintenance of labor doesn’t help keep the
cost down.

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2.6
Type of manufacturing
Current
There are two types of manufacturing that is Process manufacturing
production seen in any industry, discrete manufacturing
and process manufacturing. The pharma indus- Process manufacturing is the production of
practices try follows a practice known as discrete manu- goods by combining supplies, ingredients or
facturing. raw substances using a formula or recipe.
Examples of process manufacturing goods
The type of production process they follow is include food, beverages, refined oil, gasoline,
called bulk production where inputs, in this case pharmaceuticals, chemicals and plastics.
API, excipients and other resources are input in
bulk quantities and are processed using re-
Currently the industry practic- quired machinery. This process has been used
es Process manufacturing with for the last 50 years and has seen commend- Batch production
batch production practice. This able growth in terms of semi automation, this
is the maximum this type of production can go Batch production is a technique used in man-
has not changed in the last
to in terms of automation due to the heavily ufacturing, in which the object in question is
50+ years. fragmented process, that we will discuss in the created stage by stage over a series of work-
coming sections. stations, and different batches of products are
made. Together with job production and mass
This bulk process, since not fully automated re- production it is one of the three main produc-
quired many staff to ensure that the plant and tion methods.[88]
all the production is running smoothly and with-
out any hiccups. Everything is done manually.

As you can imagine these are just surface level

cons to this manufacturing and production
process. The deeper we immerse ourselves in
the process, more contextual problems reveal
themselves.[103][102][98][100][88]

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Batch production in pharma

In use for the past 50 years, batch production

currently remains the key production method. With
batch technology, the ultimate finished product is
developed in a series of steps, which must be com-
pleted before a new batch can be produced.

Pro’s Con’s

01. Modest setup costs 01. Long shut down and maintenance time

02. Flexibility in production scheduling 02. Variable quality withing batch

03. Not process specific 03. Not scalable to output

04. Very low production cost if run at full 04. High operational cost
optimization.
05. Low levels of maximum possible optimization

06. Inability to acheive full automation

07. Bigger the batches needed per day, bigger

......the factory footprint

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Types of medicines Types of process

These are the types of final drug forms (FDF) In the current production type which was
available in the market right now- batch production, the process dictates the
equipment used. If we take an example of
Oral tablet FDF, there are three types of production-
Injectable
Liquid 01. Direct compression
Cream, gel, liniment, or balm, lotion or ointment 02. Wet granulation
Patches 03. Dry granulation
Aerosols
Capsules
In this book, there i=will be a
prominence of tablet as the final A single product like Ranbaxy can be made
drug form. Instead of identifying available in multiple forms based on mechanisms
it as a limitation, it was identified of treatment.
as a starting point provided final
output is scalable.
Drugs can be purchased over the counter
(OTC) or as prescription based medicine
depending on the components, it’s effects
and the regulatory system dealing with the
particular product. OTC drugs can be bought
without a prescription, from any pharmacy
but prescription based medicine needs the
prescription to be shown.

44 Pharmaceutical Predictive Analysis

 1.1
01 02 03
Sub heading
Direct Wet Dry
There are many variations of passages of Lorem
Compression
Ipsum available, but the majority have suffered Granulation Graulation
alteration in some form, by injected humour, or ran-
domised words .
A process where the API and the API is first mixed with solvents or The API is first mixed with solvents
excipients are weighed out and water, then it is dried, granulated or water then mixed well to form
mixed
There are together
many and directly
variations sent of Lo-
of passages sieved and then compressed to a sludge, this is then dried and
for compression. This is a
rem Ipsum available, but the majoritylow cost have form tablets. aggregated to produce uniform
and safe way to produce drugs
suffered alteration in some form, by inject- granules that will produce a more
that have
ed humour, sensitive APIwords which don’t
or randomised uniformly distributed API. After
look even slightly believable. If you are going this process the API is mixed
to use a passage of Lorem Ipsum, you need to with excipients and then formed.
be sure there isn’t anything embarrassing hid- This is a good practice to evenly
den in the middle of text. All the Lorem Ipsum distribute API and when the tablet
generators on the Internet tend to repeat pre- has multiple excipients.
defined chunks as necessary, making this the
first true generator on the Internet. It uses a
dictionary of over 200 Latin words, combined
with a handful of model sentence structures, to
generate Lorem Ipsum which looks reasonable.
The non-characteristic words first true gen-
erator on the Internet. It uses a dictionary etc.
Due to the limiting nature of the process and the growing
demand, pharmaceuticals often find themselves maxing
out on their equipment.

Who do they turn to for help?

2.7 Contract
Manufacturing
Contract Drug Manufacturing Organizations (CDMO) stage specific tasks
or Contract Manufacturing Organizations (CMO)
come into the picture when a pharmaceutical want 06. Easily multitasking operations be-
tween re- search and
to outsource production activities.
production without exuberant costs

These CMO’s often work on a batch to batch 07. Easy augmentation of supply
basis (quantity based) or they could be
contracted for an API quantity or a long term
(time based) operations. They can work on
end to end production or selected parts like
API manufacturing or FDF (Final Drug Form).
The more number of CMO’s the pharmaceutical
has for a particular process, the more time is
required for production, more the risk and more
complex the production management becomes.

CMO’s typically have multiple clients and it is

highly likely that the Business Development
team of the pharmaceutical may hire tens of
CMO’s. [83] [70]

Pro’s

01. Easily expand market presence

02. Flexible contract periods (batch wise or time

..... .period)

03. Less expensive than setting up facilities

Fig 7
04. On demand supply As per a survey conducted on
pharmaceuticals by IS Reports.
05. Easily accessible CMO’s for end to end or
47
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Challenges with CMO’s

With any contractor you can expect some level According to World Journal of Pharmacy and This risk is now a part of the contract and is
of challenges. It holds true for this industry as Pharmaceutical Science (WJPPS) for CMO’s being paid for while signing contracts by the
well but presents risks in the life science field working out of a different country some client.
whose consequences are huge. Some of the additional challenges may be-
high level problems identifies are listed below- How is this a good process of manufacturing
Language and meeting bottom line?
Time Zones
Quality control and the lack of it subsequently
Cultural differences
leading to process shut down and rejections
that is very expensive Corruption and local politics
Exploitation of MNC’s
Accountability

Flexibility When WJPPS put out a survey to the

pharmaceutical industry the leading
problems identified were-
Paperwork and the staff needed to maintain
the same are expensive and time consuming.
IP protection
Quality control and assurance
Supply chain, CMO’s usually being small do
Time delays
not have the right channels to maintain supply
chain Flexibility
Change in management (Acquisition)
Communication effective communication and
transfer of information is a huge challenges.
IP protection, this holds true especially for
organizations outsourcing new medicine
production

48 Pharmaceutical Predictive Analysis

So what frameworks are in place to ensure standardised
production across the industry?

Who sets these frameworks?

Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.8
Types of frameworks Quality systems
Frameworks
Due to the high level of human intervention in the
for Quality by process it is important to have a framework for

Design
Laboratory
processes and forr final output. Let’s explore the
existing ones.
Quality System

The framework for manufacturing processes

Packaging &
called Good Manufacturing Processes or GMP Labeling
in short defines multiple element in quality that Quality Systems
forms a system that is very important for any
Certain organizations are production facility to follow to be approved
mobilized for the very need that by the FDA or any other approval body
quality should be maintained and contextual to the location of the plant. Due to
the piling up of paperwork and communicating
measured. Equipment & Facilities Production
and maintaining supply chain is hard, hence
maintaining quality of supply chain is very hard.
This leads to a lot of blind faith in the supply Fig 8
chain and in the internal production processes. Foundation for Assuring an
Ongoing State of Control

Due to the piling up of paperwork and

communicating and maintaining supply chain is
hard, hence maintaining quality of supply chain This is a system developed to conduct tasks
is very hard. This leads to a lot of blind faith in like root analysis and fixing quality issues. This
the supply chain and in the internal production system developed as a part of Good Practices.
processes. [115]

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GMP, eGMP and CGMP Pharmacopieas

Most countries will only accept import and sale Pharmacopoeias ensure end outcome quality
of medicines that have been manufactured to measurements by pitting outcomes with standards.
internationally recognized GMP. Governments This is useful in measuring no only your drugs
seeking to promote their countries’ export of adherence but al helps in continous improvement of
pharmaceuticals can do so by making GMP your processes to reach desired goal or standard.
mandatory for all pharmaceutical production and by
training their inspectors in GMP requirements.
Pharmacopoeias use science and evidence
based knowledge to standardize many
Good manufacturing practice (GMP) is a system prescription and over the counter drugs.
for ensuring that products are consistently Every country has it’s oun pharmacopoeia for
produced and controlled according to quality example India has the IP USA has the USP.
standards. It is designed to minimize the risks
involved in any pharmaceutical production that Some of the major pharmacopoeias are the
cannot be eliminated through testing the final USP, JP and BP.. In addition to developing
product. This system specifies on the processes standards for medicines, food ingredients,
equipments and peripheral measurements to and dietary supplements, pharmacopoeias
ensure quality in which case the quality of the also participates in various activities that help
output should be a given. [115] in providing primary care like awareness and It is important to note
safety initiatives; verification programs that however that the IP does
help ensure the quality and purity of dietary not regulate all aspects of
supplements and pharmaceutical and dietary production, in reality it deals
supplement ingredients; pharmacopoeia with a few aspects (Formula,
education programs that offer instruction on molecular sizing, delivery
how to meet official USP standards, among mechanism to name a few)
other related topics; and global assistance and there is a lot of room for
initiatives that work to improve drug quality generic producers to bring
and appropriate use of drugs in developing their own innovation into play.
countries.

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

2.8.2
Good
Manufacturing facilities must maintain a clean and hygienic manufacturing area.
manufacturing
practices Manufacturing facilities must maintain controlled environmental conditions in order to
prevent cross-contamination from adulterants and allergens that may render the product unsafe
for human consumption or use.

Manufacturing processes must be clearly defined and controlled.

All critical processes are validated to ensure consistency and compliance with specifications.
A list of some topics that the Cur-
rent Good Manufacturing Process. Manufacturing processes must be controlled, and any changes to the process must be evaluated.

Changes that affect the quality of the drug are validated as necessary.

Instructions and procedures must be written in clear and unambiguous language using good
documentation practices.

Operators must be trained to carry out and document procedures.

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Records must be made, manually or electronically, during manufacture that demonstrate that
all the steps required by the defined procedures and instructions were in fact taken and that the
quantity and quality of the food or drug was as expected. Deviations must be investigated and
documented.

Records of manufacture (including distribution) that enable the complete history of a batch to be
traced must be retained in a comprehensible and accessible form.

Any distribution of products must minimize any risk to their quality.

A system must be in place for recalling any batch from sale or supply.

Complaints about marketed products must be examined, the causes of quality defects must be

investigated, and appropriate measures must be taken with respect to the defective products and to
prevent recurrence.

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2.9
Strategizing production
So what do I
As he final step to production, pharmaceuticals Both qualitative information and quantitative
produce? need to look at the portfolio of drugs they information is collected to form insights on
manufacture and identify which ones to market trends.
produce. Now this can depend on a lot Third part platforms are expensive to say the
of factors like type of medicine, seizable least and that does not cove the expense of
addressable market, disease category and getting in house talent to curate reports. This
market demand of the drug. This study is is a waste of potential that only happens
usually conducted by the market researchers in because data is inaccessible.
collaboration with pharmacies and hospitals.

Now that we know how Using the market data that they collect they
manufacturing happens, lets bring about schemes, packaging design, colors,
dive into understanding how pricing and most importantly, take decisions on
what to produce. This industry has very distinct ways of
from the extensive portfolios
market research and some of that include
pharmaceuticals choose what to
understanding prescription sales, intent of
produce. This is based on their requirements and their purchase and epidemiology data to gain early
level of funding but the sample size is notable warnings and react to the market.
as very low. Often due to funding and reach
reasons. The resort to their party platforms to
conduct their market research for them and
then curate that data and forecast the same
days, weeks, months or quarters depending on
their scale of study.

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Fig 9
Factors affecting lack of
supply

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2.10
Insights
01 02 03
Insights from the secondary
research that was done on the There is going to be an Pharmaceuticals mostly A facility employs a huge
topic. increase in the production outsource their production number of people to make
of tailored medicine which to CMO’s who usually handle it productive to operate, this
is suited for a particular multiple such pharmaceutical. means the cost of staffing
category or patients A pharmaceutical may even cuts into potential profits
according to multiple have up to 200+ CMO’s and
characteristics. CMO’s can be catering to tens
of pharmaceuticals depending
on the scale.

04 05 06
The processes are isolated A lot of communication The nature of production
and data collected needs happens between makes the process one of
tome to process pharmaceutical and CMO’s the lengthiest production
processes seen amongst
similar outputs, it can
sometimes take up to 180
days of holding time too get
the product ready.

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07 08 09
The manual input is very Transferring paperwork and No proper systems exist to
repetitive and could be documents from different ensure that batch recalls
automated with the right CMO to the pharmaceutical are handled objectively and
process. for final evaluation is a time everyone is made aware that
and labor intensive task. whatever medicine is being
taken falls under a recall.

10
Regulations are going to
increase in previously loosely
regulated countries like India
and China.

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58 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Empathize
Immerse learning and knowledge sharing sessions with
industry experts and field visit to production facility
Ashwin Suresh T UG User Experience Design Graduation Project 2019

3.1
Expert interviews Guided tours
Research
Though the crux of Inspiration phase is talking A Guided Tour is a great method to employ
methodology with the people you’re designing for, you can when you’re in the field. Immersion is one of the
gain valuable perspective by talking to experts. primary ways we learn about the people we’re
Experts can often give you a systems-level designing for. Having one of them give you a
view of your project area, tell you about recent Guided Tour of their home, workplace, or daily
innovations—successes and failures—and offer activities will reveal not just the physical details
the perspectives of organizations like banks, of the person’s life, but the routines and habits
governments, or NGOs. You might also look to that animate it.
experts for specific technical advice.
9 hour tour and informal interviews
50-90 minutes Loosely based on interview guides
Based on interview guide All stakeholders on the shop floor
Marketing and Market Research staff of
pharmaceutical companies Challenges

Challenges A production unit is a heavily guarded space that

is kept away from public spaces in the factory,
Due to the high regulation in the industry it was typically due to the risk of contamination but
extremely hard to find subjects that fit into the sometimes due to the fear of letting secrets go
description I was searching for. This made it very out.
difficult to take the project forward as SME’s were
crucial.

60 Pharmaceutical Predictive Analysis

Some participants were not comfortable with on
the record interviews. To oblige by their wishes 2
expert interviews and factory report are kept out
of the content of the book.

Please contact me personally for some level of

disclosure on it.
Ashwin Suresh T UG User Experience Design Graduation Project 2019

3.2
Themes Probes
Interview
A day in the life What does a manufacturer do?
guide Roles and responsibilities What kind of drugs do you produce?
About their company Do you design and test the drugs you produce?
Role of production and your impact on it What entails a contract? Is it standard or does it differ?
Your role in production planning Demand for generic medication?
Communication between teams What exactly happens in the supply chain? How does demand
Generic medication affect the chain?
Current production practices How does a factory operate? How many people are employed
An overview on the high level
View on quality and regulation under what designation?
questions asked during the expert
interview. These are categorized future of communication and production What are the roles of each designation?
into themes and leading Communication between roles?
questions. This is a general guide, How much is the production dependent on human intervention?
which is modular enough to How does production change according to drug formula?
contextualize for stakeholders. When was the last time production practices were revised?
How long does it take for one batch to get produced? Including
break time.
What resources are needed other than human?
How often does quality of a batch get checked throughout the
process?
How does rejection of a sample happen? How often do you see
batches getting rejected?
What kind of monitoring systems are used?
Documentation of process and analysis
Any points where you feel you could improve?
How do you think technology can transform the way you produce?
Any apprehensions?
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 MIT Institute Of Design

Questions specifically made for Goal Probes

marketing amd market research-
ers. To understand production from a marketing What role does marketing play?
perspective, this was chosen to be a part of What are your views on the need for generic medicine?
the expert interviews because marketing has How do marketing staff communicate with the production staff?
a very direct relationship, that is to mean that, What is limiting production facilities from producing more?
they are independent even though they are What kind of contracts are made with CMO’s? Process of
mutually exclusive. This can give us interesting deciding a CMO contracts?
views on production as they share a third person What do CMO’s look for from a bottom line point of view before
perspective with production. signing a contract?
How important is quality in this industry? Who decides what is
quality?
How many times do rejections occur in your experience?
How does the amount of human intervention in current
production practice affect quality?
Any problems you face with the current production process?
How well connected is the current facility according to you?
How do you think technology can be leveraged to optimized?
Any thoughts on the future of production?
How do you think marketing will change in the future

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 Ashwin Suresh T UG User Experience Design Graduation Project 2019

Insights
01 02 03
Insights from the expert
interviews that was done on the Low profit margin Bulk purchase of API Maximizing efficiency
topic.
The current production Buying raw or starting The north star for production
practices cannot be material in volume is good is turnaround time and others
sustainable due to the low because they give the buyer include bottom line, quality
margin of profit they give bargaining power, this optimizing production for
when compared to the cost of reduces the cost noticeably maximum efficiency, capacity
production in large quantities and hence improves the to produce volume and
where the margins are bottom line. manpower utilization
justified”

04 05 06
Variable quality within same Over hiring No planning based on cur-
batch rent info
Most manufactures end up
All pharmaceuticals are very employing more people than Pharmaceutical companies
serious about their quality required, optimizing human are investing in advancements
as an organization buy very resource is much needed as and data informed decision
often production quality isn’t it takes up anywhere from making. Preemptive disease
met and sometimes its swept 30% to 50% of total cost in outbreaks identification better
under the rug and sent to production prepares the manufacturers.
market anyways. Fragmented
data is difficult to use

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

3.3
Sub heading
Factory
Work needs to be done in this situation, they Educating, training and continually maintaining
visit treat the production of pharmaceuticals like the
production of cement, putting their unprotected
competency of workers quickly will be a huge
boon in terms of reduced risk to the product.
hand into the vessels, touching the material, This will also have effects on the productivity of
sneezing into the final product. Human contact workers. Overall the process is very fragmented
needs to be reduced to a minimum, the entire and a lot can be done to reduce ambiguity,
process takes time because the production is risks and unpleasant surprise in the production
not flexible and this leads to a large turnaround process.
time. In a continuous process, let’s say, the
capacity of the equipment is virtually non-
A summary of the factory visit existent. The same batch size that takes maybe
done as a part of the project. 3-4 rounds using the current process of batch
The details of he visit are not manufacturing could be done in a couple of
hours, without the need for human intervention Some factors that were looked at where
disclosed to maintain discretion
or initiation and setup. This report presents the communication, patterns of engagement,
of the facility and the facilitators. current scenario in a small capacity factory problem solving, life in the day of and roles and
which is approved by the WHO. Data needs responsibilities.
to be utilized to make a wiser more careful
decision and loss of productivity in the process
needs to be reduced.

This could be a problems due to scale and

funding. More research is required to gather
concrete conclusions.

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Problem scenario cards

01 02 03
A guide for me to understand
how they solve problems either The marketing team comes A check-box was not ticked The excipients added where
through observation or conver- back with an insight that you when the process was weighed improperly and now
sation. need to increase production happening by the operator, has affected the composition
of drug A and make twice as this left the document of the final product.
much, but your production is incomplete.
full.
What happens to the document What happens with the batch?
and the product inside?
How is the situation dealt with?

04 05 06
The production has reached As a new plant is set up, The API for a drug is very
maximum capacity. It has safety training and reskilling close to expiry date. There
been optimized and no more workers to maintain safety is is bulk of API but the market
can be produced by API still required. does not demand the product.
remains as excess.
How does training in each such Do you still use up the API?
How is the API used and what scenario work?
happens to the production
process?
The contract worker Changing equipment to keep
the process moving

68
Quality testing compressed Process supervisor
tablets

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Insights
01 02 03
Insights from the factory vis-
it that was done to gain insider Education level Equipment limitation Maximizing efficiency
experience.
Workers have a very low level Production is highly The north star for production
of education and training dependent on the capacity of is turnaround time and others
equipment, in case of large include bottom line, quality
orders, multiple rounds of the optimizing production for
process have to be done maximum efficiency, capacity
to produce volume and
manpower utilization

04 05 06
Risk of contamination Capacity based equipment Contract unskilled workers

Contamination risk is high Equipment is redundantly Desperation is there in

due to unsanitary human purchased based on capacity, maintaining bottom line by
intervention. How can we there are sets of equipment hiring maximum unskilled
inform the users of such bad for multiple capacities from contract workers but that’s at
practices 120kg to 300kg. Production is the cost of increased risk.
not at all flexible

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07 08 09
Shut down times Silos of data Up-rooting equipment

Huge stop times even Silos of processes present The plant was set up years
between batches of the lengthy production time, ago and the machinery has
same drug for cleaning and typically it takes 2 to 3 days not changed since then. This is
calibration purposes. for a single batch (200kg) of due to the expenses incurred
material to be converted into in changing equipment so this
deliverable packages. This will be a challenge.
also silo’s the data that is
collected if it is.

10 11 12
Large footprint Repetitive tasks Outcome based
measurement of efficiency
The machinery is so large Repetitive tasks like loading
because the nature of the material and making boxes Efficiency is measured by
process requires machines to are still assigned to humans outcome, but the outcome is
have large capacity so that extremely variable for each
volumes can be produced. product, some products take
2 hours to dry while some
take 4 hours, but turnaround
time is what supervisors use
to brag about efficiency.

71
3.4 Pain points

Stakeholder Key Responsibilities Key Issues Pain Points Opportunities

Manufacturing organizations 1. Optimizing resources used in 1. It’s very difficult to keep track of “We need to have an interna- Reducing the operation-
functioning plant all the workers tional presence and make it al costs can lead to better
2. To oversee which contracts to 2. Upskilling workers is a remedial into newer markets as quickly bottom line, this can motivate
take on and which ones not to and difficult task big pharma to participate
and effectively as possible.”
3. Set realistic goals for produc- 3. The operations run at less than more in the generic market.
tion 70-75% efficiency
4. Improve bottom line 4. Changing equipment to suit
5. Maintain pristine working automation or data reading is
conditions highly disregarded due to expens-
es incurred
Operator 1. Operate plant optimally and 1. Training new workers is an issue “I am the operator and the Manual initiation and set-
plan resources for maximum because of the lack of knowledge technician, if something goes up of process work is not
productivity 2. Transferring knowledge is hard, wrong then I have to quickly efficient, they can also learn
2. Oversee all worker tasks and but needed with closing gap of from data being generated
fix it. I train other people by
give training retirement age. by the machine and optimize
3. Planning and optimizing 3. Frequent training inhibits their putting them in situations that their tasks.
production according to market job performance need fixing and guide them
data 4. They are involved in a lot of through it. I need to train
4. Mitigate risks and loss during physical work that could be easily them because I’ll be retiring
processes automated, like cleaning equip- soon.”
ment.
Process supervisor 1. To monitor and initiate pro- 1. No data is smartly utilized from “We have to sometimes utilize Why can the equipment
cesses when required fragmented process, so they have the same equipment 3 to 4 be smarter? We have been
2. To closely manage staff un- to judge efficiency on outcome times to produce according seeing self cleaning ma-
der them and not the process chines become a reality, can
to the market demand. This
3. Participate in training new 2. Mitigating risk while having this be implemented here?
workers quick turnover time is difficult makes it risky to lose one day
4. Maintain, optimize and make 3. Optimizing equipment process in cleaning.” Enabling data and
the process more efficient with the capacity limited equip- retrievability of information
5. Ensure fast turnover time ment is hard of the process and using this
6. Ensure optimized production to conduct analysis and gain
insights into what can be
done to make outcome better.

Can this time be reduced to 1

72 day to finish the same batch?
 MIT Institute Of Design

Stakeholder Key Responsibilities Key Issues Pain Points Opportunities

Plant supervisor 1. To ensure that the plant is opti- 1. To maintain all systems required “Production is not at all cor- Reducing the operational costs
mized to maintain processes, to ensure rect. Why do I need to clean can lead to better bottom line,
2. Maintain important systems all processes between production of same this can motivate big pharma to
for plant health such as HVAC, 2. Keep all production practices to participate more in the generic
drug?”
storage etc a set standard of GMP market.
3. To co-ordinate with field techni- 3. Maintain safety of operation
cians and communicate needs and lessen stop time.
4. Evaluate processes being done
5. Ensure data is collected

Safety staff 1. Train and maintain competen- 1. Creating awareness is not “How can I communicate effec- Predictive maintenance and
cy of all safety staff and field enough, the one time training tively with people who cannot smarter machinery can help in
engineers they get does not ensure safety in speak my language. This is a reducing the risk and burden of
2. Maintain safety of the plant the workplace having to clean and maintain
bad way of training.”
and engineers 2. Individuals are responsible for equipment redundantly.
3. Do regular checkups of equip- their own safety
ment used and maintain them 3. Getting people in order is a “Safety is not managed, it’s Reduce the need for regular
4. Treat every equipment individ- challenging task more like troubleshooting. That check ups, these checkups are
ually and maintain them individ- can be very expensive in manu- a waste of time as you end up
ually facturing.” guessing and then trying to test
your guess.
Quality Analysts 1. Train and maintain competen- 1. To ensure loss is minimized “We have to make it look like Control of information is re-
cy of all safety staff and field while trying to improve quality there is no loss. We cant even quired, no manufacturer can
engineers 2. Accumulating paperwork is not account for the loss, so we tidy up the books because med-
2. Maintain safety of the plant stored or digitized, they cannot icines are about life or death,
spread it across batches of the
gather any insights from the BMR and such practices and risks
same drug.” must be stopped. Automat-
ing the process can remove
all risk involved in production .

The paperwork that comes

to them can be digitized to
make storing easier, now an
entire floor is dedicated to
storing paperwork and pick-
ing up these pieces can be
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made much more efficient.
Pain points

Stakeholder Key Responsibilities Key Issues Pain Points Opportunities

Permanent worker 1. To assist the operator in do- 1. It is difficult to reduce the Problems with the current pro- Training can be done in re-
ing manual work like lifting and contact they have with the duction practices: gional languages with practical
shifting material The worker is not trained experience, even if the first 2
2. Reducing human error in the 2. Due to working and environ- days of employment are spent
properly
process mental factors, a lot of invisible in practicing, this will affect the
3. Learning quickly and deeply loss is incurred Analyzing the utilization and level of risk and also be a good
Reduce loss during processes 3. Unionizing workers are a intermediate processes rep- measure of competency.
huge threat to production resent the threat of loosing
material
The process needs to be
Temporary worker 1. Assist the production process 1. Understanding and knowing Due the seasonality of work
closely monitored
in mainly secondary areas where to be is difficult and the extreme lack of educa-
2. Understand and learn tasks 2. A lot of the time they are Reduction of risk in such a tion they have, more immerse
to be done over-hired so they are not pro- production practice is very and practical ways of training
3. Be ready for whatever work ductive 40% of the time difficult due to the nature of needs to be provided.
that needs to be done 3. Upskilling and competency the process
4. Upskill themselves to take on measurement is non existent It would also help us to identify
more tasks 4. Mitigating risk without proper areas for upskilling workers
5. Reduce error to a minimum training is an insurmountable
task
High level managers 1. To ensure that plants bottom 1. Close monitoring of pro- “We do not closely monitor Make it possible to pres-
lines re met cess is not possible due to the the process, we just expect ent and utilize data on plant
2. Strategist COGS fragmentation, so they assess outcomes and then look back- working to help them ret-
3. Ensure minimal loss of ma- production based on outcome rospect and optimize the
wards.”
terial 2. No actionable insights are productivity of operations
4. Reduce human intervention provided
and possibility of risk whenever 3. Ensure that all documents
possible. can clear Foreign Supplier 4.
5. Ensure plant runs optimally Verification Program (FSVP)
requirements
5. Questioning losses is hard
when data is approximated

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 MIT Institute Of Design

Stakeholder Key Responsibilities Key Issues Pain Points Opportunities

Human resources 1. Keeping track of all the 1. Inability to track the workers “ It gets very difficult to man-To make it possible for HR
working staff and identify them age people productivity, they department to gather data and
2. Reduce the amount spent on 2. Redundant process of super- always find a way to slack off. closely manage each workers
production vising PPE usage productivity
Something that could be done
3. Comply to employment reg- 3. Funding and sourcing salary
ulations for workers is hard in 30 min takes an entire day.”
4. Supervise the workers adher-
ence to safety requirements

Market researcher 1. To see what product and at 1. No continuous data “We need data because pro- Make a tool that does not
what capacity the company has 2. No demographic data duction depends on market require them to invest more in
to produce for the next range 3. No objective data coming analysis. No continuous data operations but will give them
of batches from end consumers continuous real time and veri-
is gotten.”
2. To understand the need in 4. No trust in data as it is not fied data that will help mobilize
the market verified within itself market research faster.
3. Be continuously updated with 5. No able to show proof while
qualitative and quantitative communicating production
insights requirements
4. Gain insights by communicat- 6. Improper communication
ing with third party providers 7. Lack of funding to cover
huge areas, this reduces sam-
ple size

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3.5

Workshop and
brainstorming
session

We sat together as a team, Briefing

it was great to get feedback
from everyone and validate the After the user study was done there was a
factory visit as a success. workshop conducted with SME’s, fellow designers
and a person from marketing. The project was
presented to them and an in-depth presentation
of the factory visit was shared with them.

The result of this was discussion on change, talk

about what would drive the said change and how
we can help the industry move in the right direction..

Affinity mapping was done with their most

important insights gathered from the presentation.

Presentation of factory
visit withing 48 hours
of visit

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Insight formation

Once all the insights were formulated, they

were taken by the entire team and grouped
to form buckets of insights and problems.

This helped clarify which businesses we were

targeting and see the range of insights that we
could use to build opportunities for innovation.

Brainstorming and
insight formaation

77
 Smart retrofitting Predictive production Continuous manufacturing
3.6 Concept
Retrofitting existing factories Using Real World Data to Introducing equipment and
ideation to enable data collection and estimate and plan production automation tools to bring
Ideation and high level evaluation
automated BMR filling. according to current scenario, continuous manufacturing to
from insights gained
thus reducing need gaps pharma.

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Easy scan Edge vision Productivity maintenance

Using AI and OCR to take Using existing PLC’s and edge Reduce invisible COGS when
existing paperwork collection devices to collect data about it comes to over hiring and
methods and allowing them to process maintaining plant productivity
be digitized. using RFID, smart cameras
and mobile platforms.

79
 Quick tracking Immersive upskilling Continuous improvement

Providing a platform to enable AR VR and web based train- Introducing continuous im-
FDA and regulatory bodies ing modules to accustom provement with data collect-
to quickly identifying deviant and quickly upskill workers to ed. Data centered continuous
and bad drug using electronic reduce knowledge gaps. improvement platform.
BMR and block-chain.

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List of concepts

Retrofitting facilities to run smarter processes

Embedding data centered outcome and continuous improvement
Pharmaceutical predictive analysis
A corrective approach to digitization
Easy storage for pharmaceuticals
A system to alleviate single use plastic waste
Continuous manufacturing infrastructure in production of evergreen medicines
Edge vision, a look into the process and optimization
An interactive and failsafe approach to sifting bad medicine
Mitigating potential revenue loss due to poor productivity
A platform for identifying and reaching CMO’s
A clear networking and communicating channel for all stakeholders
Training and upskilling for skilled labor
Training and rapid upskilling for

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4.1 Re-defined brief

Create a tool which can help pharmaceutical
manufacturers predict the market and pro actively plan
their production.

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Build

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4.2
Study method
Understanding
Questionnaire Informal interviews
the user The need for a questionnaire is to validate the concept and gain This helped me focus on the core values that I
insights into current process and needs. can provide as a product and hear the intensity
of the pain point which was missing in the
Goal questionnaire.
To identify current tools they use in understanding market
How often do they use these tool? If periodically, what defines Target populous
the periods? Market researchers
The objective of this section was
How does your research affect production, how often and after Pharmaceutical market research groups
to understand the users wants,
what period? Pharma companies
needs, challenges and what tools
they use to overcome them. What activities are in place to ensure market research is sound? Ex-Pharma company workers
Are they proactive or reactive? Why?
How soon can they use their insights? These are not published as they were requested
What do they imagine the future of market-scaping to be? to be off the record.

Target populous
Market researchers Co creation session
Pharmaceutical market research groups One potential user was kind enough to spend
Pharma companies some time with me to explain the process of
Ex-Pharma company workers market research and how it is bespoke for
each company.

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Co creation studies
The idea of co-creation is to unleash the creative
energy of many people, such that it transforms
both their individual experience and the
economics of the organization that enabled it.

3 days
The idea was presented to them and we started with
information architecture and led all the way to wire
frames (they were exceptionally good)

Challenges

The number of participants was lesser than what I

was expecting but a one on one session proved to
be as useful in marking major themes.

Image

An expert showing me different

ways of representations and
formats they use. 85
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4.2.1
To keep the consumer at the cen- To gain competitive advantage
What does ter of their process
To gain competitive advantage, companies
market try to maximize on potential market growth.
Market research is used by pharmaceutical This works on multiple levels as market can
research help companies to connect with their end only filled with competition and the more the
consumers and understand their pain points, competition they push their own power outside.
you achieve? apprehensions, any side effects and their
needs. It helps answer very qualitative Market research here is used to scope out the
questions for the company that helps it adjust market. The market i continuously changing as
it’s production, research and development. his is a need based market and the needs need
to be identified right down to the source. This
A brief look at the reason why A new trend that is seen in this industry is forces the companies to need iterations a lot
market research is done in a user centered approach to designing and and for good reason
pharmaceutical companies. producing drugs.

This comes from the fact that the industry

is moving from a seller s market to a
buyers market and experience is used as a
differentiating factor.

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To forecast production goals To see product performance

Usually the data that is taken from history both Market research especially when launching
near and far is used to take decisions on the and post marketing studies are usually done to
upcoming production cycle, this is because of scope the public perception and performance
the fact that the nature of the reports are that of the medicine. This performance data is
way. For example ICMR is data of 20117 and based on multiple factors like sales, demand
2016 have to be used to predict the production etc. A products performance is very important
for 2018 not because of the limitation of the to identify the value in continuing production.
company but due to the fact that tools are not
available to get current data to iterate on the
planning of production.

To mobilize on market To help bridge the need gap

opportunities quickly
From the case study and just the absurd
As we explored earlier, market scape keeps number of markets suffering from lack or
changing and fragments of it tend to change shortage of drugs that are important and the
across a larger area, keeping track of these ability to quickly identify outbreak and mitigate
micro trends and being ahead of the curve add it all stem from market research and the
a certain level of competitive advantage when defined scope of it. The industry is continuously
it comes to capturing market share. striving to bridge gaps in the market and
what better way to identify that than market
research.

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4.2.2
Forecasting production plan Strategize production activities
How does
Putting ll your eggs in one basket is never
it affect a good idea, but neither is diluting your
Market research is used to forecast the demand interests. It is therefore important for these
production? of certain product and this demand is directly pharmaceuticals to identify certain key
translated in this industry by planning the directions using market research and utilize
production of certain products and prioritizing this method to effect production to be more
certain products over others. This is especially efficient and have more impact in the market.
true for companies that are larger than
average, they typically have hundreds of
products and discoveries under their portfolio
A brief look at the reason why with multiple drugs in a segment but it is
market research is done in important to focus on what to produce and the
pharmaceutical companies. more localized you can focus that the better it
is for the planning and the market.

Market research and production

have a very direct effect and is part
of the same value chain.

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Take advantage of any market Capture more markets

opportunities
Naturally companies are constantly in search
Production is the end mile of advantage in fro new and unexplored markets and capturing
the market. Without production in place after the markets interest, loyalty and habits before
market research, the research itself is rendered competition gets a hod of them. What is
hypothetical. This should not be the case even more important is to notice that smaller
where markets are booming around but you markets lead up to a larger picture so very
do not have the tools to even identify potential localized reactions will give companies a
opportunities. Production helps mobilize on higher chance of capturing the same market.
these insights and get feedback from such
mobilizations. The feedback may be in terms
of sales growth or market share captured but
it is unavoidably important to affect production
with market research.

Production gets products into the real world,

this gives a sense of countability to the
research and also is the effect of by product of
it. This is what makes research actionable and
differentiates data from insights.

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

4.2.3
List of stakeholders
Who are the
Production Manager Potential users of the product Targeted devices
stakeholders? Market Researcher Production Manager Primary
Sales and Marketing Market Researcher Web app
Sales and marketing Mobile app
Pharmaceutical

Production Supervisor Secondary

Wearables
Plant Operator
Smart TV app
Worker

Health Care providers

Physicians

Patients
Insurance providers

Diagnostic centers

Pharmacy’s

CMO’s

Data pools

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Stakeholder mapping

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4.2.4
Methodologies used
Survey design
Survey/ Questionnaire Target
and results
A questionnaire was the perfect tool to quickly get • Target populous
answers and subjects without being too boring or • Market researchers
intrusive into this bespoke industry. • Pharmaceutical market research
groups
• Pharma companies
• Ex-Pharma company workers
Online surveys were the chosen mechanism
and the tools used was Google analystics which
In order to gain surface level is a survey and subsequent analytics platform
speaking points and subjects to developed by Google. It has a clean user interface
study, a survey was designed. and is easily approachable.
This would further prove to
be extremely useful in the co The content of the survey is discussed in the
creation sessions that were done results section but the goal was to--
further along the line.

• To identify current tools they use in understanding market

• How often do they use these tool? If periodically, what defines the periods?
• How does your research affect production, how often and after what period?
• What activities are in place to ensure market research is sound?
• Are they proactive or reactive? Why?
• How soon can they use their insights?
• What do they imagine the future of market-scaping to be?

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

Results of
survey Professions Companies Market type

Manager Pushpak pharma International

Advocate High Court National
St general manager Indoco Remedies Ltd Regional
Zonal sales manager (retired) Elder pharmaceuticals
Professional sales executive Pfizer Ltd
Vice president Slava therapeutics and serum
Results curated from survey to
Managing director institute
understand the use.
Marketing chief Biosure health care
Director Perlspot Life care
Uniorange Life Care Pvt Ltd Drug segments

Medicine types
Antibiotic
Analgesic
Branded Generics
Bronchodilators
New Molecules
Anti-Histamines
Generics
Antacid
Specialty
Anti-Inflammatory / Steroids
Hormones
Vaccines
Sedatives
Anti Spasmodic
Cancer injectable and orals

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Current tools Needs

Prescription Analysis tools Demographic based data (Localized)

Surveys
Direct customer relations The future of tools depend on objective and dynam-
Epidemiology studies ic nature of tools really useful
ICMR (Indian Council of Medical Research)
Distributor data Cross verified data.
ORG data (Pharmacy data)
Qualitative analysis tools (Media, news etc) Data will be implemented. Disease specific data,
Internal Performance data cost of treatment kind of medicine, how many treat-
IMS (IQVIA) ment center’s are there for target disease, protocol
AWACS (Advanced Working, Action & Correc- data.
tion System)
SMSRC (Prescription analysis) Online survey tools specific for industry

Continuous information and updates of market

Major challenges

Lack of localized data

No trust in insights
Outdated or lack of tools
No real-world or continuous data

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

4.3
IMS or IQVIA SMSRC
Discovering
IQVIA also known as IMS before going through SMSRC is a very popular tool used by market
tools they use a merger and acquisition is a tool that is researches that supplied data and analytics to
used by market researchers which also uses multiple industries in a bespoke manner. In the
real world data to give actionable insights to pharma industry they carry out internal ales
customers. research and prescription analysis to determine
market need and distribution.
They use goth tool wise frameworks and on
demand frameworks which give more flexibility
to customer than most others.

This tools expands and is an end to end AWACS

service which is modular. I can be used for
drug discovery and research to post marketing An early warning and strategizing service
studies and launch study. provider that claims to be upto 50% accurate in
predicting marketscape.

Pharmacy data

Even though it’s not a traditional tool,

pharmacy data is used periodically by the
pharmaceutical market researchers to correctly
identify demand distribution an note down
consumption rates. This is typically used to
show need as well, in the need gap analysis.

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Surveys ICMR

Surveys are sent out to multiple stakeholders ICMR is an organization that provides data
in their business, some of them include internal and reports on epidemics, demand and other
teams, patients, doctors and physicians, and information that if not directly indirectly relates
pharmacies. This is a very important toolbor and changes production patterns.
understanding some level of qualitative
sentiment across of the company or medicine. They put up reports yearly and this is great
information for forecasting and studying but no
Some drawbacks of survey is the time real world data is provided.
required to get a good sample size and the
investment required to not only onboaard
participants and reward their participation
but also for staff to go around to each and
every market and conducting surveys.

Image
A view of ICMR

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4.4
Jobs To Do 01 02 03
Results curated from survey to
understand the use. To be updated with To be aware of any epidemic, See how they stack up with
information of their interested predict it and react in time to their competitors in very
fields. reach market to fill need gaps. localized markets.

How? How? How?

News, daily updates on Epidemic detection and Market share analysis tools
areas of their liking marked insights (Cross verified) gained from stock market,
according to keyword, Internal based on demographics, news & articles, local market
news publishing tools. geographical and any purchasing trend, competitor
associated disease and pricing data.
product matches.

04 05 06

Get sales, prescription and Have a set of insights that are Gain knowledge on local
distributor data on localized actionable and match with demographic, geographic and
areas. their particular profile. climatic conditions quicker.

How? How? How?

The mentioned data gotten A part of the platform has to Real world data on
from “data partners” be dedicated to specifying demographic based diseases
the profile, products range and illnesses faced, qualitative
with targets(biological factors from healthcare
targets, demographic target, providers, data from end
symptoms or associate consumers of their adherence,
disease targets, diagnosis qualitative data about why.
targets etc.), markets
targeted, type of features
98 Pharmaceutical Predictive Analysis they require, etc
 MIT Institute Of Design

07 08 09

Understand public, hospital Gain insights and not have to Gain real world data of
and healthcare provider do it themselves multiple markets, national and
perception of drug. international.

How? How? How?

Periodic surveys that improve All tests that are required are Split data when required
the healthcare provider data done automatically and the according to countries, states
that, using search and trends user gains insights and can and regions as micro as
data, using social media data. always check the math that possible, EMR data if present.
was done, these insights have
to be matched with other
historical data.

10 11 12

Gain in-depth knowledge Coin and customize reports Gain knowledge on local
for each type of disease, that they would need. Eg: If demographic, geographic and
regarding their sources and they want to compare sales climatic conditions quicker.
the are and examining further. of x, y and z drug with respect
How? to time they should be able to How?
create that.
Disease matched data, for Real world data on
dengue the water source How? demographic based diseases
would be important to and illnesses faced, qualitative
A part of the platform is
make correlations, for food factors from healthcare
dedicated to analysis tools , it
poisoning you can target providers, data from end
contains epidemic and growth
certain restaurants and then consumers of their adherence,
analysis and also a space for
gain data of anyone who goes qualitative data about why.
generating custom reports
there and then understand
and visualizations which you
how many more will come
can download share and doc-
with a level of uncertainty. 99
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Ashwin Suresh T UG User Experience Design Graduation Project 2019

4.5
PERSONA

Market Key tasks Challenges

Researcher 1. Market reach to identify potential growth 1. Communicating decisions is exhausting

areas 2. No marriage between market data and
2. Identifying emerging markets and analyz- drug data
ing our presence and growth in the same 3. No trust in data because the third parties
3. Gain competitive advantage in the industry don’t correlate their data, this leaves major
4. Keeping in touch with company news and gaps of possibilities
its overall performance. 4. Relying on third party only because of op-
erational expense and not talent

Kirsten M Goals

Sanofi, HQ Atlanta 1. Leave no gaps in the market, identify the

MBA gaps and fix it when it matters
3 years of experience
2. Capture as much of the mobilized market
29 years old
and monetize on it
3. Be continuously updated on the markets
they serve

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 MIT Institute Of Design

PERSONA

Market Key tasks Challenges

Researcher 1. Convey market needs to the production 1. Collaborating with multiple third party pro-
team viders is exhausting
2. Make sure that deadlines are set for set 2. All the reports are already old, predictive
deliverables tools leave a huge gap of failure
3. Keep bottom line up and ensure costs are 3. Expensive to employ people to gather local-
optimized ized data
4. Communicate with sales and production 4. Relying on third party only because of op-
5. To identify gaps and potential market take- erational expense and not talent
overs 5. Very limited voice in decisions making
6. Make reports to convey decisions back- impaired by the lack of funding for current
Neeraj Kulkarni
ground support data
Sanofi, Mumbai
B.Pharm
5 years of experience
28 years old
Goals

1. Leave no gaps in the market, identify the

gaps and fix it when it matters
2. Be continuously updated on the markets
they serve
3. Judge their product and market in compari-
son with their competitors

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

PERSONA

Process Key tasks Challenges

Supervisor 1. To ensure that the plant is optimized 1. Monitoring systems and coordinating with
2. Have conversations and communicate ef- people parallelly can be tasking
fectively with market researchers 2. He/she cannot keep track of all the workers
3. To co-ordinate with operators and workers 3. They have no means of benchmarking pro-
4. Evaluate processes being done duction objectively
5. To fill in the BMR 4. Any change they make is not communicat-
ed properly and they are not able to have a
conversation
5. Currently operating on we say-you execute
model
Ranjan P Goals

Sanofi, Chennai - Production 1. To have a fully operational plant with no

12 th Grade failed systems
30 years of experience
2. Minimize shut down time
45 years old
3. To be updated about the production chang-
es early to minimize time wastage
4. Ensure processes happen as planned
5. Continuously analyze productivity of plant
6. Train workers repeatedly over their as-
signed task

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PERSONA

General Key tasks Challenges

Manager 1. Ensure costs for market research is down to 1. Changing according to market required too
a manageable amount much investment and the return is ambigu-
2. Analyze the production and communication ous
channels 2. They can only afford 1 or 2 third party ser-
3. Ensure tools are given when capable and vices
necessary 3. Value for money is not there due to the
4. Acquire as much of the need gap in the very small sample size
industry as possible

Natelie Stewart
Goals
Sanofi, India
M.Pharm 1. Have a huge sample to study from
30 years of experience 2. Aggregate and reduce the number of exter-
45 years old nal dependencies the pharma company has
3. Continuously update themselves and their
company of need gaps
4. Convert processes into highly actionable
steps

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PERSONA

Procurement Key tasks Challenges

Manager 1. Realize and communicate value of tools to 1. Communicating and setup for multiple
manager and rest of the decision makers accounts individually is hard
2. Setup and supply all teams to all plants(in 2. Training is a huge setback in some cases (if
case of MNC) to standardize processes the software is too complex)
3. Develop personal relationships and plans 3. Communicating value for individual
with the service providers stakeholders is extensive and sometime
4. Reduce learning curves by providing they need to try it to guarantee a service
training or reducing inputs

Sofia Vergez Goals

Sanofi, USA 1. To get the cost of operating tools to a

B.Com minimum
4 years of eperience
2. To correctly value tools and identify value
25 years old
3. Identify benefits and how the tools will
specifically help them or identify what and
who the target is
4. Standardize tools used across the company
5. Make it easier for people to do their jobs, be
it production, marketing, research or sales
and management

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4.6.1

How might
we’s

A set of question that helps me gain clarity on user

needs. This stage was crucial t see which problems
are to be prioritized and solved immediately.

1. How might we reduce friction involved in sharing data?

2. How might we incentive data sharing?
3. How can we utilize all sources of data to help cross verify
data?
4. How might we be able to make the market research more
collaborative and a tool anyone can use?
5. How might we help generate conversation regularly?
6. How may we give the power of predictive supply to mitigate
risk of ever rising epidemics?
7. How might we help fasten the process of making reports to
communicate decision making?
8. How might we understand the difficulties in data sharing and
troubleshoot the process?
9. How can we make the platform flexible to gain extra
knowledge and correlations from?

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4.6.2 Current system

they use

PLANNING EXECUTIONG AINING KNOWLEDGE COMMUNICATION

01 Identify need 04 Contract third parties 07 Organize data 13 Gain approval

for market research for particular tasks of report
08 Formulate insights
05 Conduct study 14
02 Identify Inform production
09 Cross verify insights planner about the same
methodologies
06 Collect data
and goal
10 Identify need gaps
and market trends
03 Plan methodologies
and resources needed 11 Formulate report
based on insights
04 Get approval for
the same
Brief all teams 12 Create production
for study requirement
If they say no now
then all this work
is wasted.

Wait for month(s)

to get data

We only got the

budget for 70%
We have to create
insights after so
much expense.

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Pain points Opportunities

1. High cost of resources 1. Real world data can help gain immediate information about
2. Lack of feedback from the market and current metrics
information takes a long time to reach them. 2. Curated, formulated and visualized information reduces
3. Small sample size due to research limitations insight formation time
4. Multiple third party research outsourcing 3. Keeping multiple stakeholders on the platform will add to
5. Lengthy process that takes so much time that better collaboration
most companies plan quarterly and annually 4. More flexibility by reducing cost and resources
6. No leeway for iteration
7. Low flexibility when it comes to market
adaptability

Expectations Opportunity areas

1. Clear data from third parties 1. Execution
2. Localized data 2. Gaining knowledge
3. Actionable insights with quick results 3. Communication
4. Maintaining the bespoke nature of each
companies report

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INDICATOR ISSUE/INSIGHT
4.5.3
XO’s - XO1_Reduced number of resource
utilized
Too many resources including third party resources and expert staff
are used which makes it unapproachable for many producers.
Experience
Outcomes
XO2_Increased Collaboration Due to the isolated nature of market research, not many stakeholders
are involved in the process of decision making.

XO3_Faster Mobilization of Research The timeliness for gaining information from a pharmacy for example
is too much. This leads to lots of wasted time and iteration is not a
possibility that is entertained

XO4_Improved precision of Decision The data used in many reports is projected from last year or the year
making before and used to predict and plan production for the upcoming
year, the range for deviation is too long.

XO5_Decreased cost of research In order to gain better data and clarity about localized consumer
patterns, it gets very expensive and impossible to access.

XO6_More iterative and adaptive Due to the painpoints mentioned above, it is crucial that researchers
production are spot on and the predictions cannot change very much, this is very
limiting and not flexible.

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STAKEHOLDERS CURRENT METRICS TARGETED METRICS

Market Researcher Contract specialists and specialty Reduce number of resources required by
organizations to conduct isolated parts of 50%.
Pharmaceutical
market research and the collate the data.

All stakeholders Stakeholders are touched and informed By bringing multiple stakeholders on
at multiple stages of research and the same platform, we make decision
important stakeholders are ignored till all making by default more informed and
plans are set. collaborative.

Market Researcher The data takes month(s) to get collected Reduced time for market research by
and then it has to be manually formulated 80%
Pharmaceutical
and insights need to be gained form that
very limiting pool.

Market researcher The decision is made on a very small Precision in prediction improved by 50%.
sample size when market research is
Patients
done, this means the decisions have a
Pharmacies and HCP huge possibility of having shortcomings.

Market Researcher If companies do strive for more and Bigger sample size possibilities and
better data, i gets expensive to collect. richer data pool.
Pharmacies

Patients Market research is mostly done when Iterative culture is brought to the
there is a desperate need, which is not industry with respect to market research.
Pharmacies and HCP’s
good for patients, epidemic mitigation
WHO and National Health Safety Systems and general market need gap filling.

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4.5.4
Brief
What is the
Solving the problem of lack of localized and For this the tool needs to be
solution? proactive actionable insights on the population • Modular
that is affecting the marketing and production • Scalable
due to the alleged westernized data they
• Unbiased
work on. How can the events of the ever
changing world going to affect manufacturing? • Smart
[117]

Value for customer

• Predictive analysis on disease patterns across
A system is an idealistic way to
solve the problem, but a tool can We design a tool that can nations [114][122][123]
be as effective in this scenario. • Act as a pharmaepidemiology tool [114][120] • Simplified and localized insights
The approach was taken to • Give localized and broader insights on the • Actionable plans with informed degree of error
design a product rather than a market
• Analytics suited to products in the pipeline
system. • Gives industry specific data that helps
such that a match is made in by the system
companies define their decisions more clearly
• Provide a pool of data that helps them patch itself (Match medication to symptoms and
insights that diseases and raise alarms when appropriate)
• Gives the user tools to gather both quantitative
and qualitative insights from all stakeholders
• Enhances the users ability to collaborate and
iterate on market research.

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How does it work Data pools

A brief overview of the products functioning defined Diagnosis Result Patterns

to help the final output seem more approachable Public interest data
and understand it.
Electronic Medical Records
Pharmacy Purchasing Patterns
Sentiment Analysis
The platform accumulates and sorts real
world data into prone disease categories, Socio-economic data
these categories may have overlapping Geographical/Climatic data
characteristics. These categories are them
Patient Charts
enriched with sentiment analysis data from
the internet and predicts the possible diseases Distributor data
but also the likelihood of them happening. [114] Population trends
[120]
Disease history
This also applied for demand of certain Early Warning Systems
medicines, segments and judging the overall
growth of a company.

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4.5.5 Revised
system

PLANNING EXECUTIONG AINING KNOWLEDGE COMMUNICATION

01 Identify need 04 Contract third parties 07 Organize data 13 Gain approval

for market research for particular tasks of report
08 Formulate insights
05 Conduct study 14
02 Identify Inform production
09 Cross verify insights planner about the same
methodologies
06 Collect data
and goal
10 Identify need gaps
and market trends
03 Plan methodologies
and resources needed 11 Formulate report
based on insights
04 Get approval for
the same
Brief all teams 12 Create production
for study requirement
If they say no now
then all this work
is wasted.

Wait for month(s)

to get data

We only got the

budget for 70%
We have to create
insights after so
much expense.

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Input

Output

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4.7
Information
Architecture

Fig 10
Information
Architecture

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4.8 Access Platform

Hero Flow
Get updated See updates on vision products *

A hero flow helped me define

what the general flow would be in
order to cater to most use cases. Search for insights Identify key parameters

See significance of KPI

Generate own insights Identify parameters of measurement

Visualize insights Set parameters and objects to be measured

Communicate insights with team See significance

Discuss with stakeholders Share significance with team

Create activities based on insights Create activity based on discussion and need

Gain consensus Provide proof of need as insights and documents

Do activity

Fig 11
Hero Flow

Visualize change and feedback

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4.9
The need
Framework for
It is important to give a framework and a way If I tell you that 2 million tablets of Paracetamol
data of working for data . This is due to the fact that was produced today, I need more context. With
without a framework, data cannot be curated information like comparisons (how many were
utilization and or cross verified and vetted. Without going into made yesterday), change (what changed in
detail, a brief discussion of how data works is the way I produced that it may have lead to
collection discussed here. change), relational context (market yesterday,
today and tomorrow) and what is it supposed
to be (a set standard learn from multiple such
processes), only if I have all this information I
am able to say if the production was good or
How will this data be used? How bad, how bad was it and what can be changed.
will the end user discover and be
able to use the data? This is the process of continuous improvement,
and for branded generic manufacturers, the
edge they have when it comes to voice in
market depends on their competitive edge.

The data is to be transparent and the source of

the correlated data is used to communicate the
data in a credible, trusted manner.

This transparency and trust in our data

and the insights gained from it will not only
come fro the quality of data we collect but
also the representation of the data and the
representation of our vision in terms of a brand.

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Data sources

If I tell you that 2 million tablets of Paracetamol

was produced today, I need more context. With
information like comparisons (how many were
made yesterday), change (what changed in
the way I produced that it may have lead to
change), relational context (market yesterday,
today and tomorrow) and what is it supposed
to be (a set standard learn from multiple such
processes), only if I have all this information I
am able to say if the production was good or
bad, how bad was it and what can be changed.

This is the process of continuous improvement,

and for branded generic manufacturers, the
edge they have when it comes to voice in
market depends on their competitive edge.

Fig 12
A visual rep-
resentation of
contextualization
of data

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Utilizing the 01 Why From What

data Social study Social media activity/ Sentiment All social media channels
analysis/ Public perception

Search trends Google trends, Proprietary search

algorithms

Framework to define why there

is interest expressed in the
aforementioned data points.
Media attention News and magazine channels

Literature attention/ study Published literature, articles, clinical trials

Socio- economic studies/ purchasing Trend study channels

trends

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02 Why From What

Sales data Prescription analysis EMR, Doctor surveys

Distributor data Distributor purchasing and sales

Pharmacy data (ORG style) Pharmacists POS machine

Internal sales data (Hospital sales) Patient charts, hospital attached pharma
POS, EMR

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Utilizing the 01 Why From What

data Treatment data Patient treatment lifecycle data Patient Charts, EMR

Discharge data Patient discharge sheet, EMR

Framework to define why there is

interest expressed in the
aforementioned data points.
Medical insurance claim data Insurance providers

Diagnostics data Diagnosis labs, Scanning centers

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02 Why From What

Market data Overall growth Sales data with respect to localities

Segment growth, Localized segment Localized strategy and supply

growth

Competitor data, Organized and Pharmacy and internal sales data

unorganized

Product consumption/ sales growth Potential market growth

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4.10
Insights Investigate
Initial features
This feature includes insights from the data we It is not possible to make all correlations on the
included collect and correlate. This is a visual dashboard first go without testing and getting OVOC’s. In
style feature from which the user can deep dive order to provide users the flexibility of using
into certain sections to get informed about the the data pool we have to their advantage, we
particular section. give them a tool which they can use with a few
simple steps that can bring them insights from
This works on multiple levels, as identified from any correlated parameters.
the user during co-creation. It is important to
have levels which start from their company This can bridge gaps and give us insights into
data to their products and to diseases they are the kind of data users are looking for.
targeting as market opportunities.

Collaborate

A space for teams and activities to be made in

a collaborative manner where you can make
functions share reports and information and
convincing documents to your team mates to
support the decision to eventually produce xyz
drug. This ties the goal of the platform up which
is to do data informed planning but gives space
in the same platform so workflows are easier.

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All these form an informative and collaborative

platform. Which ties in with out design principles.

Image
Making the Infor-
mation Architec-
ture

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4.11
Design
principles

Results curated from survey to

understand the use.

01 02 03

TRANSPARENCY IS TRUST NO MONKEY SEE MONKEY DO EMPOWERING DECISION

MAKING
At every step of the process Originality in provision of
that they take to do their task, data is to be emphasized Each and every data set is
it should be led by the thought in creation of the platform. curated to give and grow the
that this is data that we can Don’t be afraid to form new power of decision making. No
trust, because it’s data we can paradigms. information we do not trust.
see.

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04 05 06

CONTINUOUS IMPROVEMENT STRIVE FOR INNOVATION SCALABILITY

There is little to no chance All innovations need to stand Appropriated expansion of

that this is the right version of the test of time. Strive to the platform across devices
the solution, so don’t be afraid mobilize innovation faster with different capacities and
to go back to the drawing with quick restructuring of the capabilities.
board. platform.

07 08 09

BREAK THE CHASM VISUAL MORE THAN TEXT Overviews and drill-downs

Provide futuristic technology Information should be Use overviews to quickly

without complicating usage delivered quickly and inform users about an object.
and onboarding. immersively to reduce time Drill-downs are used with
taken to comprehend data. clustered information for a
deeper look.

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4.12
Workflow 01
ADVANCED MARKET DATA

Identify how product

X is performing in the
Maharashtra market and
share data to team.

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Workflow 02
COLLABORATIVE DECISION
MAKING

Make activity based on

product X’s performance
and gain consensus from
concerned group.

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Workflow 03
COMPETITIVE EDGE

User wants to compare

product X’s sales growth in
the last 2 years and compare
it to similar products from
other companies.

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Workflow 04
EPIDEMIOLOGY ANALYSIS

User sees an update on

uprising of malaria and wants
to know where it is and some
details, and what product to
make.

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4.13
Wireframes
With the information architecture
and the workflows. These
workflows helped me identify the
touchpoints of screens.

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Fig
How to make like
this and scram till
you scream.

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High fidelity explorations

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Workflow 01

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Workflow 02

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Workflow 03

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Workflow 04

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Mobile wireframes

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

5.1
Hypothetical
branding

The stages were getting

increasingly intense in terms
of work and cognition. In order
to take a breather and think
about the product as a more
wholesome entity a brief 6 hour
branding exercise was done.

Brand name Why?

Oppus As much as this product is an

analytical tool, it is a tool that brings
noun in multiple components together to
for a structure that is organized. The
a separate or set of musical inspiration was derives from the word
compositions. structure.

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Lgo

Type

Usage

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Mood board

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5.2
Design
Elements

Colours Light theme Light theme Data visualizations

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Icon fills
navigation overlays

Button colours

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Mobile Web

Design
elements

Secondary

Secondary
Navigation

Primary
Primary

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Cards

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Design
elements
Inter UI
ABCDE Web typography

12345
Title
Typography
Card title
Bold / Medium / Regular
Body

Key and highlighs

Mobile typography
Title
Card title
Body

Key and highlighs

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Data
visualizations

KPI

Drill downs

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5.3
Home
Visual
Design

The home screen acts as a divergent point to all other parts of th platform. The
KPI for the home screen is for the user to go through workflows . Use cases
were discussed and a Pinned to Home option was discussed to reduce the time
taken by users to reach certain drugs they need to check very often.

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Drug overview

A drug overview takes multiple KPI’ s that is looked for in a drug by the users
and presents them all in the first fold, as you can see there are categorized drill
downs available for more details.

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Disease overview

Similar to the drug screen, the disease part of the platform shows the user details
and updated information about diseases. But the details are for a secondary level of
information. In order to provide a birds eyed view of the diseases KPI to the user he
can learn much more, much faster.

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Segment ovverview

A segment is usually targeted for growth stats so that need gaps and expansion in the
segment can be made with more confidence and clarity, so it is important to show growth
information and important KPI to prevent cognitive overload.

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Generative Insights

Generative insights is a section dedicated to help users fill gaps in information and
identify potential data that they need which was not provided. This comes from the
use case that we might not be able to provide all the information a user looks for.
So inorder to know what is important and gain quicker insights into their needs this
section is used.

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Epidemic Study

A section dedicated to investigate growth of epidemics, here the user can choose a
disease and opt for a market to study an d have drilldowns and key stats

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Activity overview

A primary screen that acts to give an overview of all planned activities with
basic tab filter to reduce searching and identification time.

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Activity setup

The scheduling part of the activity segment of the platform, this is the section where
you use the insights to make them actionable.

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Mobile application

Home Card options Share insight

This is just a visual walk through of the mobile platform. The platform is yet
to be fleshed out end to end. The main objective here being the dark mode
visualization.

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Malaria disease screen Timeline change options Revised chart

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5.4
Methodologies used Learnings
Usability
Heuristics Content
testing
An expert analysis done to look at the platforms • Content is classified and clustered
usability using a functional point of view. according to co creation session,
usage patterns will dictate what
needs to be adjusted in the KPI.
• A potential would be opened if
usability tests with eye tracking was
This an evaluation method developed by NN
possible. This could open the world to
group to provide parameters as determinants
information privatization.
Usability study was conducted to measure the general usability hygiene of the
after the platform was product you build. The parameters provided
prototyped, this is due to the there are extrapolated and contextualized
Visualizations
according to my requirements.
simple fact that i as a designer
am not a domain expert and can The content of the heuristic is discussed in The visualizations styles used especially
only judge it with the lens that i the results section but the broader themes of when it comes to data representation
have built to see the world with. judgment are- were accurate in terms of the styles used
and the visual treatment helped them
stand out.
• Text needs to be reduced
• The colors need to be maintained
Content
• S tatus needs to be more prominent
Visualization
Navigation
Interaction
Guidance
Guidance
System status
Default options/ reduced tasks As a quick tip, guidance needs to be
always made easily accessible, including
a chatbot option or some sort of quick
help and guidance will help make
the experience smoother and more
satisfactory with information structuring
as a constraint.
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Navigation Interaction

The navigation had two levels to it, this The interactions were limited to tap and
provided clear and concise information drag on the website and touch and drag
delivery, the navigation was a repeated on the phone and table adaptations. This
pattern both in the primary and was limited due to the level of gesture
secondary stages of it. knowledge possessed by the users or
It was approached differently in this perceived to be possessed by the users.
product because of the fact that most This is subject to change after user study.
users would have a learning curve, so it
is important to give an expanded view Micro-interactions need to be added
of the primary menu options, this can be • Working on success messages,
permanently hidden and the platform error messages, off line modes and
can be used without to help reduce unavailable data modes need to
clutter for expert and learned users. be better established. These need
to further reinforce the existing
interaction and information delivery.
System status False interactions need to be reduced
• This needs to happen by limiting the
Although present, multiple levels of color options, sometimes user might
status, especially in form fillings need to perceive a blue highlight as a hyper
made more evident and obvious. link due to the similarity in treatment.

Default

Taking a scenario or a use case such This could be pre sorted, pre selected
as “If I am from India, I want only that options or pre zoomed maps to give
markets information, so that needs to lesser of a task and reduce the friction
be default”, it is easy to understand why between information identification and
giving a scalable service to regional, learning.
national and international producers
needs a level of default options set in
place.
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Methodologies used

VIMM Learnings

An expert review on the larger buckets of usability Visual load

issues of the platform. This is also done with the
same intent as the heuristics. • The entire platform is based on a
primary color of blue, but this might
Why? not be the best choice for distinction,
it also seems to muddle together
This analysis was done get an expert after a point. The color needs to be
understanding of the usability issues of the adjusted as an accent more than a
product, the people in my team were more than primary/ navigation color.
happy to give their expert opinions from their • The grays used need to be darker for
years of experience working with a range of sub navigations
products including dashboards. This helped me • Important information needs a
step away from my approach and enable their separate color because at the
point perspective of the experts. moment blue is used for navigation,
hyperlinks and highlights
What?
Motor load
VIMM is a practical and clear approach to
usability analysis as it has clear parameters • The platform does not have much to
that define how you judge your design, this fit speak of when it comes to motor load
in with my product and my process due to the as the steps are streamlined and the
from scratch build of it. This was done in the activities are kept to some essential
later stages of defining the product to increase features and probes
ideation and reduce errors in final output. • Defaults will reduce the load even
further

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Information load Mental load

• Information needs to be clustered • he platform gives a lot of formation,

T
together, the overview is a great way it is important that there be methods
to communicate KPI but pales to identify patterns of usage from live
when taken as the single source of prototypes that people can use and
truth skim through some information
• An overview of their company and • The cognitive load faced with
information of the same needs to be discovering information needs to be
given less priority than the rest of restructured.
the options, this is due to the mostly
static nature of the information
that is present in that section of the
platform.
• Text needs to be reduced further.
• Color has to be used with supporting
text.

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Methodologies used

Retrospective Analysis Framework

In order to further understand the the shortcomings • Don’t undermine their UX abilities- When they
and areas required to be worked on, it was extremely suggest or have opinions on the user experience
important to understand the users side of things in of the product it is important to keep in mind to
not sun, debate or undermine their opinion and
a qualitative “why” centered way. If this platform ws
cast it against an experts to see the validity of
to move forward then these are important questions
the opinions.
that need to be answered. This also analyses the • Learn patterns of intent (the users wanted a
contextual nature of the multiple tasks and the open hover on explanation they wanted this to
ended nature of the study helps in providing deeper be sure of their destination and they kept hover-
knowledge than any of the alternatives. ing hoping for a trace window)- The us-
ers may choose different routes of navigation or
will be expecting certain outcomes, thy to under-
It provides us with an opportunity to immerse into
stand those expectations.
the users context, their apprehensions and their • Probe only when necessary, let them do the
opinions. talking- In a think aloud it is more important
to listen than to ask, when we ask the user cer-
tain clear questions, they might develop a bias
which will taint the study and result rendering it
As of last record, the sample size is 3 users, this useless.
will improve as new user recruitments happen and
the study will improve in better testing condition
Key takeaways

• Their understanding of the product

• Their ability to navigate the product
• Learning curve

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Target and inclusion Probes were used only when extremely necessary, for
example when the user is clueless about where or how
Due to the niche target audience, it was a to navigate and complete a task, when the user makes
tricky task to define users to use for the repetitive mistake etc. These questions are the onus
study, the more picky we geet, the lesser of the usability expert present to find contextually
insights we have to cross validated but appropriate and probe accordingly.
the broader the classification the more
diluted the insights become. It was finally
chosen to recruit the participants of the
Setup link was shared with them. They were instructed
questionnaire due to their introduction
to help my process by providing me with proof of
to the topic and their expertise in the
industry. testing, this was due to the fact that many of them
reported screen recording and/or screen sharing as a
Characteristics like complex activity that due to the time constraints they
Demographic found hard to comply to (due to this constraint the
Tonality
nature of the study was changed from think aloud to
Regionality
retrospective).
were discarded as potential filtering
mechanisms
Users were given link to the prototype that was
and Job roles prepared, the prototype is still under construction and
Level of experience is subject too representational change post user study.
Domain Knowledge
were given more importance

The workflows used in the document

were used as tasks for the user to
achieve, these tasks are based on
collaboration, activity making and drug
identification.

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Method Method

Method of gaining insights • Users reported a severe level of stress due to the timeline for
Though the initial plan was modeled informing them
after an ideal usability analysis the users • Users were above 50 and some were retired and many were
were kind enough to allow me to engage retiring soon
them in conversation post them using • Users reported a level of complexity when they tried to access
the site for the tasks, for proof of test the same parts of the insights section
and due to the limitation (of time and • Navigation is not easy for them, they report as being confused
resource utilization) they were further by where they were
instructed to be on call while they carried • The users felt like the information was very new to them, with
out the task. further probing they felt that there was a clear learning curve.
This they reported was due to them never experiencing such a
product.
• One user expressed his need to be trained to handle such a
Briefing
software.

“This is a product that lets you utilize the data from

a range of sources from EMR’s to prescriptions and
patient charts to make more informed and quicker
decisions about production” This tool will help you in
this decision making by giving you immediate data on
each disease, segment and product in your portfolio
and you competition. When you click on the link you
will be introduced to a website that takes you to a
login page where you get to access the platform,
do keep in mind that the platform is tentative and is
subject to a certain level of generism. Image
A potential customer using and testing
parts of the platform by preforming
certain tasks

170 Pharmaceutical Predictive Analysis

Business model and scope
Ashwin Suresh T UG User Experience Design Graduation Project 2019

6.1
Business
model

Data providers as key partners

The data providers are not only our primary

source of expense, for the data they provide
us with, they are also responsible to be a
partner and that means having a scope in
the business. The very obvious benefit they
receive is the fact that they now receive a
continuous throughput of medicines and
can keep their medicines growing but they
are also responsible for showing voice in the
market for the future.

174 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

Customer relationships

Are the strongest point that we needs to

focus on for the present and future scope
of the project. Without building ample
customer relationship, especially with the
top pharmaceutical players, the bottom of
the ladder would not even consider it as
competitive advantage. Of course this can work
both ways.

Customer relationships

Are the strongest point that we needs to

focus on for the present and future scope
of the project. Without building ample
customer relationship, especially with the
top pharmaceutical players, the bottom of
the ladder would not even consider it as
competitive advantage. Of course this can work
both ways.

175
Ashwin Suresh T UG User Experience Design Graduation Project 2019

6.2
Scalability Unified framework
So what does
The platform needs to identify ways to A unified framework for data collection needs
the future look integrate multiple third party manufacturers to be done so that we can convert multiple data
and present that data and also work at touchpoints and be able to read and collect
like? multiple tiers of the industry as having multiple that data and see what is missing and discard
KPI needs. The platform needs to be able to bad data. As of now there is no single data
scale their data pool in terms of tier 2 and framework for EMR’s and billing information,
3 cities and identify unique touchpoints of the system needs to be able to adapt to this
measurements in these localities. situation.

As of May 2019, Oppus is a

project still undergoing extensive
testing and iteration. There
are plans to gain investment Temporary spaces Improving sandbox environment
interest but that road will only
be laid after we are able to gain Since CMO’s are identified as very important This is the epitome of the product, where
evidence of results.
stakeholder in the business, the current product testing is frequent, feedback is immense and
does not include CMO’s as temporary space customer satisfaction is the ends goal. This is
for on demand production, they current system where the experience as a differentiator can
expects the scheduling to be done and the come in and provide some useful leverage.
business development teams in the industry.
Later on the platform can be specific enough to
identify third party manufacturers.

176 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

7
Concluding
thoughts
Although my experience in Honeywell has not Although this project admittedly does end
been concluded yet, it has been nothing short off at a cliffhanger, the rest of the journey of
of eventful till now. I started this journey with validating the design decisions need to be met
a goal in mind, to understand and adapt to a in order to bring it closer to completion. That
culture that I have never experienced before, will require funding and recruiting users and
MNC’s have this rapport of being strict and on SME’s, which although reachable, is a topic for
flexible and although that was not half true another day. Anybody who is interested in the
and the experience was extremely forgiving, I project is free to email me and I will be more
got to learn how to adapt to that a completely than willing to walk you through it.
different setup.
With the right funding and the right people
I got to work in a domain that is very close to working on this concept and my willingness to
my heart and so crucial in the economy, I am unlearn all of my insights, I feel this platform
glad to have tried to make a change and see has a future in aiding decision making in the
my progresses from where I started been I had pharmaceutical production circle.
nothing to where I stand now with a product
That I can test with potential consumers. This
project has helped me in going through each
stelp of the product design pipeline and it a gift
that keeps on giving.

This is all thanks to the tools I armed myself

with during my formative years of design
education. 177
Wrapping up
Acknowledgments and retrospect
Ashwin Suresh T UG User Experience Design Graduation Project 2019

8
Through college
The journey
MIT Institute of Design has been a wonderful There are many variations of passages of Lorem
till here journey that changed my life, I would argue, for Ipsum available, but the majority have suffered
the better. The first time I had lives so far away alteration in some form, by injected humour, or
from home and many more firsts made this an randomised words which don’t look even slight-
opportunity that is a gift that keeps o givng. All ly believable. If you are going to use a passage
the friends I made, all the criticisms faced and of Lorem Ipsum, you need to be sure there isn’t
the fights fought have made me stronger. anything non-characteristic words etc. sn’t any-
thing non-characteristic words etc.sn’t anything
The cultural diversity of MIT Institute of design non-characteristic words etc. If you are going to
makes it easy for you to lose your judgment, use a passage of Lorem Ipsum, you need to be sure
The last four years of nurturing it makes it easy for you to be in control of there isn’t anything non-characteristic words etc.
my creativity finally finds a your life, be disciplined and also gives you the
stage to be presented. This is opportunity to stand back and wonder how
your room got so dirty. There are many variations of passages of Lorem
great responsibility but also,
Ipsum available, but the majority have suffered
it gives you an opportunity alteration in some form, by injected humour, or
to explore with people in the As a part of the first batch of under graduate randomised words which don’t look even slightly
industry guiding you. A designers User Experience design learners who would be believable. If you are going to use a passage of
graduation project prepares them graduating. it is a responsibility on us to prove Lorem Ipsum, you need to be sure there isn’t any-
for the industry. to the college that this is a valuable UG field thing embarrassing hidden in the middle of text.
but also in setting examples by leading and All the Lorem Ipsum generators on the Internet
sharing. tend to repeat predefined chunks as necessary,
making this the first true generator on the Inter-
net. It uses a dictionary of over 200 Latin words,.

180 Pharmaceutical Predictive Analysis

The setting

Set in a place that remarkably resembles a scene

from Mirzapur, Loni can be considered as the
underbelly of Pune, Maharashtra.

Of the many things that are to like about the

place, our college expressed a huge deal of
motivation by pushing us to get out and explore
our surroundings, traveling and learning go
hand in hand. Pushing us to reach out and
communicate with the people around us.

It was certainly eye opening and helped people

get way out of their comfort zone and venture
into unknown territory make the best of what
you have and grow along the way.

How can you not fall in love with Loniland?

Ashwin Suresh T UG User Experience Design Graduation Project 2019

What is design?
Articulating
Design is a form of using common sense to My inspiration
UXD elevate problem solving. with a set of tools. It
is always considered as the last mile of the Apart from my seniors, faculties and peers,
process of building anything be it a product, a there have been a few organizations who are
service or a movement. It a value addition tool evangelizing the industry and it is great to see
that improves on any given idea. Design can that they are not only spreading awareness
be practiced anywhere for anything. and 80% but also helping other designers grow with the
of tools are easily accessible to people with no tools they provide. For examples, Ideo- a global
formal design education. design thinking consultancy founded by the
Kelly duo is an industry leading voice in the
User Experience Design was As long as you build the confidence to be market.
established in MIT Institute of creative, the potential of fearless creativity can
Design since 2016 but as a Post be unlocked.
There is so much innovation happening in
Graduate discipline. Since 2016,
companies like AirBnB with them being a design
the course was reinvented and led organization to smaller startups taking up
retrofitted to suit a full 3 year Being a generalist really helps out in this field the design first approach to product building
Under Graduatee program.. of work, is my opinion as it helps you correlate and innovation incubation. Design has a bright
information and inspirations to tie up things future ahead of it.
thaat have no corelations.

182 Pharmaceutical Predictive Analysis

 MIT Institute Of Design

What is User Experience Design?

User Experience Design can be defined as the design

of user centered innovations.

Nowadays, User Experience design can be

defined as an umbrella term that contains
many other fields like IA, HMI, HCI, UI, RA and
this can go on and on. In the current landscape
it can be fitted into the stereotypical digital
transformation design. With the software as
a service industry booming and opportunities
saturating, end consumer experience is what
providers use as differentiating factors.

Popular methodologies used to practice UX:

- Waterfall/Linear method (Jessi James)

- Dual Track
- Google ventures
- Agile
- Lean

Fig 1
Elements of UX by jessie James
Garrett

183
9
In retrospect

College was a lot to go through

and it has done it’s job by giving
me strength to deal with challenges
yet to be faced. Regardless of the
outcome I learnt that I have the rest
of my life to live and design in the
end will always remain a tool.

184
Ashwin Suresh T UG User Experience Design Graduation Project 2019

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190 Pharmaceutical Predictive Analysis

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11

Appendix

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

Purpose Step 1
Co-Creation
Briefing
study Co creation session is a very effective way
that was identified for both exploratory and
conclusive design research study The participant was briefed using the presentation
A 3 day workshop I have prepared for the SME’s. This was used
This tools was used to hint at the deeper needs for the the user to be quickly on-boarded and
of the user and was successful in doing so. It knowledgeable about the solution and the process
also acted as a starting point to formulate and followed till now.
validating earlier findings and insights.
Any of their questions were answered and their
Due to the Greenfield nature of the project understanding was objectively judged.
it was near impossible to d research in the
given timeframe and formulate things such
as data points.

Step 2

Thanking note Setting expectations

I would like to extend my gratitude to After the briefing and casual conversation
Mr.Suresh Vasudevan, his 21 years of revolving around the subject matter and their
experience in the feild of pharma and his experience in the field, I had to set certain
background in BA.Economics and his title as expectations as far as the outcome of the study is
a Zonal manager and the journey till there concerned.
proved to be crucial in my research and the
project would not have taken shape without
him and his patience.

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Step 3 Exploring current methods of data usage

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

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Ashwin Suresh T UG User Experience Design Graduation Project 2019

Step 4

Extrapolating to features Reflecting the study

The results were studied and the study was used All the details including subjects like what are the
to extrapolate larger themes of features and different types of epidemics, what are the different
information that needs to be segregated. This subdivisions needed etc are directly translated into
could be considered as a reverse engineered card the information architecture.
sorting. This information was then presented to the
user and the second round started.

Step 5 A part of the study was also dedicated to

identifying hidden values in the product.
Validation

As mentioned above, a very bare bone information

architecture was presented to the user, now I am
very aware of the fact that most people will not
be able to decode an information architecture,
especially ones without domain expertise. This is
why it was more verbal and visual than structural.

198 Pharmaceutical Predictive Analysis

 The participant helping me
visualize the solution

I know it’s a repeated image but I

just cant mention this enough
 Questions
Survey
1. Name
questions and 2. Designation

results 3.
4.
Company
What kind of disease does your company manufacture medicines for?
5. Type of medicines you produce?
6. What market do you cater to?
7. Does your company actively conduct market research?
8. How does this study help?
9. How often does his research happen?
10. How important is market research in deciding production?
11. Does it directly affect production planning?
12. What tools do you currently use for market research?
13. How effective are the tools mentioned below?(Certain tools mentioned below with an add other
option)
14. How important are the following factors for deciding what is to be produced?
15. How long are the decisions effective for?
16. Do you often resort to third parties in conducting research?
17. Rate some obstacles based on their level of impairment.
18. Any other obstacles you face
19. How adaptive are you and your team to new technology?
20. What according to you is the future of the tools you use for market research?

I understand that there are 20 questions but the users were comfortable enough to have 100%
completion.

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Statement of originality
I, Ashwin Suresh, student of MIT Institute of Design, Pune (Maharashtra) for the year 2017-18, hereby declare that the
contents of this thesis is my own work and it contains no full or substantial copy of previously published material. I
certify that all data, figures and assistance of any other for received in preparing this thesis and sources have been
acknowledged. All the material about Honeywell has been approved by the company.

Student name: T Ashwin Suresh

Signature:

Place: MIT Institute of Design, Pune

Date: 25-05-2019
Statement of copyright
I, Ashwin Suresh, hereby grant MIT Institute of Design the right to archive and to make available my thesis in the whole
or in part in the institutes knowledge management center in all forms of media, now or hereafter known, subject to the
provisions of copyright material in my document or I have obtained permission to use copyright material.

Student name: T Ashwin Suresh

Signature:

Place: MIT Institute of Design, Pune

Date: 25-05-2019
IPR Declaration
I hereby declare that the thesis “Pharmaceutical Predictive Analysis” is a result of my independent work and effort.
I certify that to the best of my knowledge it does not infringe upon anyone’s copyrights. Where other sources of
information have been used, they have been acknowledged. This thesis has not been submitted anywhere for any other
comparable academic degree.

Student name: T Ashwin Suresh

Signature:

Place: MIT Institute of Design, Pune

Date: 25-05-2019
Certificate
It is certified that the work contained in the thesis titled “Pharmaceutical Predictive Analysis“ has been carried out under
my supervision and that this work has not been submitted elsewhere for a degree.

Dr. Wricha Mishra

Place: MIT Institute of Design, Pune

Date: 25-05-2019