Informatics
CyBio® FeliX Your Automated Application Starts Here
witnessed the value-added by good design; in other words they must be ‘design-evangelised’.
UX must influence strategy in life science R&D Unlike business strategists, who are good at spot- ting business opportunities, influencing senior decision makers and building a business case, UX designers tend to focus on people-centred issues such as empathy and engagement. These have sub- stantial impact, but are more difficult to demon- strate and quantify (Figure 7). As a result, UX directly may not be a great tool for influencing senior decision-makers. UX is perhaps more ‘heart’, compared to other business functions that are more ‘head’.28
UX education for the enterprise
So how can you raise awareness of UX within a life science R&D company? We have encountered specific initiatives in our investigation that make a difference:
Your Automated Application Starts Here CyBio® FeliX
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l In-house UX toolkits empower non-experts to carry out UX work themselves, so they see the ben- efits in their own projects. Seven of the nine com- panies we researched also offer an internal UX coaching ‘kit’ for their colleagues, including a ‘UX Playbook’, usability guides, tools, templates, guidelines, examples and style guides. l One of the nine companies mentioned using case studies of success stories of applying UX internally (and externally). l Dedicated UX training programmes for R&D IT staff are in place in some of the companies, with one having dedicated online training modules. (NB: UX design on MBA courses would be helpful, but we have not observed this.)
Return on UX investment
Economist Edwards Deming famously said: “If you can’t measure it, you can’t manage it.” However, he also said: “There are many things that cannot be measured and still must be man- aged... Much more than managing what you can measure is needed to manage organisations well.”29 UX teams are very familiar with this paradox.
Another recent article states more specifically: “Executives want to know the ROI for the prod- ucts and solutions their company creates [or buys]. They typically want to know the ROI for UX efforts, too. However […] a product’s UX is so per- vasive that trying to determine isolated UX metrics is futile.”30
It can be tricky to identify the exact underlying Drug Discovery World Summer 2017
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