References 1The New Design Frontier Report from InVision New-Design-Frontier-from- InVision.pdf page 28. Survey conducted Fall 2018. 2 Kelly’s I interview of Jeff Bezos http://www.thefree's+I+Interview %3A+Jeff+Bezos+-+Q%3A+ How+does+it+feel+to+be+sitt ing...-a062672450. 3 Cham, Jennifer A and Cost, Katrina. UX DESIGN maximising the value of scientific software in life science R&D. Drug Discovery World. Published Summer 2017. https://www. content/uploads/2018/10/UXL S-UX-design-value-of- software.pdf. 4 Pistoia Alliance User Experience for Life Sciences project https://www. r-experience-for-life-sciences/. 5 Pistoia Alliance UXLS toolkit Published February 2018. 6 UXLS survey conducted by the Pistoia Alliance UXLS project team across 13 members across a collection of biopharmaceutical, agri-food companies, academia and industry associated software vendors. The survey was conducted in the Autumn of 2018 and published January 2019. 7 Norman Nielsen Maturity Model https://www.nngroup. com/articles/ux-maturity- stages-1-4/ Published April 2006. 8The New Design Frontier Report from Invision esign-better/design-maturity- model/page 33. Survey conducted Fall 2018. 9 Agile UX: Designing Together blog/agile-ux-designing- together/ Published 30 September 2019.

the equation. There may be projects that do not work as expected – in-house UX teams have a responsibility to ensure such cultural challenges do not erode the steady progress of UX in their organ- isations.

Future of UX in the R&D life Sciences Once we have overcome the challenges of intro- ducing UX, educated the wider organisation and proving the value of User Experience and User- Centred Design through successful outcomes, and embedded into the psyche of the business, what are the next challenges? Is it new technologies such as automation and

software or is it creating and using templates and processes? Or is it that once we have shown teams how to run Design Thinking and User-Centred Design, we retain the right levels of consulting, ownership and quality? Will our internal clients want to hire their own UX people or use agencies to ensure complete ownership and accountability of all UX work?

The promise of Design Thinking Currently, we see great interest in Design Thinking11, which signals a fantastic opportunity to accelerate UX and User-Centred Design (UCD). Internal UX Teams are ideally placed to be at the vanguard of this movement and to evangelise UCD throughout the entire organisation, far beyond R&D. However, one note of caution – it is easy to become swept up in the growing UX trend. It is imperative to have highly-skilled UX practitioners to support and consult on projects needing this approach, versus simply having ‘Design Thinking’- trained staff create these experiences. While the lat- ter can certainly play a role, projects undertaken from a pure design thinking standpoint can often lead to less than optimal results and, at their worst, developer and business-led solutions that go unloved and unused. There are elements of change management,

coaching and support to ensure that the quality of the designs are as good as they should be. Additionally, it is important to empower people to begin leveraging research and to make sure they run Usability Testing12. However, when it comes to designing the future systems, this is where the true value of UX design will be realised.

Continued on page 66 64

The patient experience will be the differentiator As we move beyond the blockbuster drugs era, we need to be providing added value. We are now repurposing generic and biosimilar drugs and there is not much differentiation. The differentiation will

come on the patient experience. Patients will seek a complete end-to-end experience and hence the services they use will be critical in providing a seamless experience. Patients are taking control of their own health and their experience needs to be designed so that it is seamless. We will help patients manage a disease rather than delivering a product. As an example, the population in Africa is pri-

marily mobile based which is completely different to other regions. Healthcare provision to such a large population would require UX skills to under- stand the patient, the environment and service delivery. We are moving now towards a Service Design model13. So, the future is very promising, there is more

and more value seen in being patient centric and creating innovative design solutions that are based on people’s real needs and goals, however it is important that there is not a drop in the quality delivered as many, many more people share the focus on users, it is still key for those with the right skills to deliver. This will require a higher level of focus on storytelling and communications by the UX teams to continue driving this success.

Digital transformation As technology gives way to new trends, such as AI and machine learning, there is enormous opportu- nity for UX practitioners. Many companies are making the leap to ‘digital transformation’14, often driven top-down from the CEO, CIO and Chief Digital Officer. Access to more data and emerging technologies may lead to better insight and analysis for organisations, but more data can also bring more challenges and the need for specialists skilled in problem solving. As the C-Suite continues to look for ROI with

digital transformation efforts, the need for skilled UX practitioners is greater than ever. UX has an opportunity to be involved with highly-strategic and visible projects, increasing the recognition of the value of UX across the organisation. If organi- sations are to be successful in their digital transfor- mations, it will be because a great UX team engaged the end users and ensured emerging tech- nologies were implemented with a human-centred approach.

UX will be key to R&D process changes In R&D we expect to see significant process changes. The way we work currently has to change. Going away for 10-20 years and maybe coming back with a pill is no longer viable. On the business side we will move towards targeted thera-

Drug Discovery World Winter 2019/20

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