how lean ux can power small teams to act and think differently in large enterprise
TRANSCRIPT
How Lean UX can power small teams to act and think differently in large enterprises
Nick BrownCamp Digital, Manchester, 2016 17 March 2016
• We came to Camp Digital last year as visitors:- As an organisation of >60k
people globally, we had no UX team in house !
• Over the last year we’ve been applying practical UX, Design Thinking, Lean
Start-Up and Agile Development principles.
• In 2016, we are looking to accelerate UX across our IT community through
our UX competency centre.
Here’s our story so far…
Our Journey
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3
AstraZeneca
AstraZeneca is a biopharmaceutical company with R&D at its core. Our business is providing innovative, effective medicines that make a real difference to patients.We focus on six important areas of healthcare:-
By 2020 we want to deliver ten new medicines to patients and improve the lives of 200 million patients around the world.
Amazing Challenges & Problems
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AstraZeneca has some of the most exciting – and difficult – challenges in the world. We are looking for smart people who want to work hard on some of these problems
HugeVOLUMES OF DATA
VarietyOF INFORMATION
FastSTREAMING OF SENSORS
ComplexityOF OUR PROBLEMS
Next Generation Sequencing
Whole body imaging
Tissue Microarrays
Sales force optimisation
Clinical trial statistical analytics
High Throughput Screening
Toxicogenomics
Open Innovation Approaches
PowerPoint/Excel content
Structured databases
Predictive Chemistry Modelling
HR employee retention
Real-time news sentiment
experimental data capture
Wearable sensor information
Log analytics in Operations
The best way to tackle these challenges is to try lots of small proof-of-concepts to work out which actually make a real difference to your business.
CTO Office
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Our team was established to create new value by catalysing innovative,
emerging technologies across AstraZeneca
Competency Centres
Enterprise Architecture
Technology Incubation Labs
Multi-disciplinary teams that test new technologies and accelerate platforms to build internal expertise and hands-on experience of potential game-changing technologies whilst focusing on immediate business problems
Established Search, User Experience and Mobility competency centres as key strategic areas for future success. They will develop and be embedded into enterprise capabilities with world-class technology leadership
Providing enterprise leadership to understand the pain points of the business and ensure that proposed technology changes are unified and governed to maximise business value as AZIT develop corporate platforms, workflows and choices
Global Reach
Today we have 3 tech labs. Presence in these key technology clusters gives an early view of emerging technologies, companies and start-ups.
San Francisco is today’s Innovation Capital of the World and our tech lab will facilitate links with innovative research start-ups, venture capitalists and global technology leaders. This office provides new opportunities at the forefront of healthcare digital innovation and major breakthroughs in enterprise technology.
Cambridge is the most dynamic scientific business cluster in the world. We are surrounded by 19 science parks with over 1,500 high-tech companies, world class academic institutions at the bleeding edge of scientific research and key research hospitals like Addenbrookes.
Shanghai is emerging as the top city for tech innovation internationally and is predicted to become the global technology centre within 4 years. Our tech lab is able to tap into novel scientific research & development, advanced engineering, health nanotechnology and robotics.
UK Tech Lab
Small team quickly assess new technologies and platforms in real-world settings, prioritising relevant business problems with applicability in an enterprise potential:-
7CLOUD DATA WEARABLES PATIENTS DIGITAL INFRASTRUCTURE MOBILE SECURITY
See Things Differently
Critical to us to have the next generation of talent in our team as they don’t already have bad practises but also already on the forefront of social, mobile and collaborative tech
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Eddie Wu
Izzy Derrig
Charlotte Lorains
Stefano Elia
Sandra Giuliani
Josh Mesout
IT Graduate
IT Apprentice
IT Apprentice
IT Graduate
IT Graduate
IT Graduate
PharmDev graduate, predictive science, computational chemistry, digital health background - just started rotation in CTO
IT graduate, machine learning, mobile app, wearable developer, IT software engineering background - just started rotation in CTO
IT graduate, website designer, business analysis, video editing background - just left CTO for a rotation in Operations IT
IT graduate, health economics, tech enthusiast, software engineer, now with full time role in China Tech Lab
IT apprentice, user research analyst, graph design background, now with a full-time role in our UXCC.
IT apprentice recently had first rotation in CTO working on crowd-sourcing ideas, communications and mobile app launch
Diversity is the Key to Innovation
To be able to rapidly understand and define business problem, it’s critical for us to have diversity. This allows us to work on the right things straight away.
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R&D (>20yr)Commercial (>10yr)Operations (>10yr)Biologics (>10yr)
Data ScienceCloud InfrastructureSoftware EngineeringCollaborationChange ManagementBusiness AnalysisAdvanced Text AnalyticsUser ResearchImage AlgorithmsDigital Health
Build Platform & Handover a Search Competency Centre
Recruit & Establish a User Experience Competency Centre
Drive tech incubation & prototype new, emerging technologies
Develop apps for our Mobile competency centre
2015
We really aimed to learn UX as we accessed, accelerated and adopted new technologies.
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R&D Search
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In 100 days we implemented Sinequa real-time search engine within R&D for
10k users. Covering all scientific information and core internal repositories.
Today, we have over 180
million documents,
searchable sub-second with
key scientific vocabularies
(SciBite) automatically
tagged and findable.
Users can create alerts and
find every document relating
to a drug (and every
synonym automatically)
Business
reference group
User
Requirements
Mock-up, Plan &
BuildExecute
Support &
Maintain
Enterprise Search
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Then developed a new global Enterprise Search in 8 weeks
and launched as part of the new portal, Nucleus. This now
has >60k users with multi-language support.
Search enables us to socialise key
findings from news & documents, but
also chatter, applications, people and
scientific tags – helping to connect
people together.
Already in pre-production, indexation
of all of our cloud repositories (Box,
Sharepoint, Veeva etc)
Learnt from our failings in R&D Search
to be more user centred designed
Product
Owner
User
Stories
Interactive
Prototypes
Developed 4
sprint cycles
Support &
Maintain
Polar Feedback
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No middle ground – people seemed to either love it or really wanted the old
system back (not the speed!)…
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“Impressive! An AZ
search engine that
brings back documents
that are useful.”
“Wow ,
news on my
mobile!”
“I see how this
can help make us
a $50B company“
"In all my years, I have
never been able to find the
data until now"
“Can we use
this info in
our app?”
“This is a game changer”
“Can we use this
search for our system”
“Where are
top links!”
“Oh it’s there. It’s very dark,
I didn’t really see that”
“I knew what I was doing
on the older one”
“The filters are too complicated”
“There used to be two
buttons here but there
gone. Oh. They’re there!”
Usability Lab
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Watching users use the product in real life was eye-opening. They didn’t use it
like we had assumed. After 5 users, realized it wasn’t the users fault !!!
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Enterprise Search
“it finally feels that
you are being
listened to”
Pace of Change
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Helped us implement 40 quick fixes within 5 days but major overhaul to the UI.
Led to improvements in search and usability with 3 bespoke search apps.
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Recognised this as an opportunity for something where usability was good (>70
system usability scores!) but we could do this across every IT system
Before After
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Our customers want this
New Expectations
but still getting this
It was clear, even with a fast search engine, modern UI and access to new
information, users levels of expectations are set higher than ever.
Usability LAB Concept
Between July and December, we ran 12 UX Labs in conjunction with Sigma, bringing AZ participants into a Usability Lab or going portable into their global locations.
Jun Jul Aug Sep Oct Nov Dec
Enterprise
SearchApprovals
App
People App
MyHR
AZLearn & iLearn
AZTECS & Concur SmartIT Opal
iBuyPharmDev devices
Usability Labs League Table
Concept was to benchmark all of our IT systems to enables us to have consistency across our enterprise applications (including mobile) so that we can provide an independent view on whether tools need significant remediation and quantify improvements in new versions.
Poor OK Good Excellent
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Technology Incubation Principles
We’re designed to research customer problems, understand key insight, scout relevant technology and then validate quickly with rapid prototypes and proof-of-concepts
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We try to embrace Design Thinking by testing concepts early through Lean Start-up methods and iteratively developing further using Agile Development and bi-weekly sprints.
Design Thinking Principles
Taking a human-centered approach to innovation to really integrate the needs of people, the possibilities of technology and the requirements for business success
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Observing the users, walking in their shoes and reframing to really understand the business challenge from different angles was the most important first step.
Mobility: Find People
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Developed application for internal colleagues working closely with business
users and understanding their different views. Built as iOS app using
AppCelerator for reusing mobile components and platform portability.
Agile Development Principles
Today most of our IT is developed using traditional waterfall approaches. We have used agile methodologies for many years now and value software over documentation every time.
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Agile
Methodologies
Sprint cycles really help us to work closely with the business customer and ensure what we deliver is relevant.
Mobility: Approvals App
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Imagine 1 mobile app that shows all of your employee requests and lets you
approve them easily, compliantly and anywhere in the world.
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simple mobile app for approving
travel, expense, invoice and
procurement requests on the move
senior executives currently testing
beta version
systems across 2 core platforms
integrated today Designed to
handle any approvals, any system
Others now in planning for 2016
Users provided feedback that led to
rapid redevelopments to the
interface. Simplified the information
shown, however still compliant
2nd MVP out, now scaling up for potential roll-out for key users
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50
10
Guerrilla Testing
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Amazing response when just asked users what they thought !
Practical UX
We were learning as we went along this journey but one thing was very clear, anything that we did had to be practical and useful to what we were trying to do. Observing what users actually do proved invaluable to find their shortcuts to existing problems.
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UX Methods
As part of our tech incubation projects, we actually tried our hand at all sorts of UX methods to get familiar with the approaches and see what worked and what didn’t.
26 KPIs & User Satisfaction
Design Thinking Personas
User Interface Design Usability Benchmarking
Device Testing A/B testingInteractive Prototypes
StoryboardingUser Research
UX Toolset
As well as trying lots of techniques, we also tested lots of different software – we didn’t want to recommend any tool that we hadn’t used ourselves.
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Balsamiqbasic mock-ups
AxureInteractive web prototypes
Just In MindInteractive wireframes
Tree JackInformation Mapping
First Click Detection
Chalkmark
Device Recording
InVision
Interactive WireframesMobile Device Sharing
Reflector Morae
Some times we just realised that software was overkill and taking notes was simply more effective and efficient !
Clinical Trial: Journey Map
For a recent project, entire team spent 3 weeks mapping data systems, user interviews, quantitative surveys and observing what really happened to understand the real issues
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Increased engagement and awareness for the whole team
Everyone could contribute, no idea too small
Different approaches to how we could solve the same problems
Clinical Trial: User Personas
Once we understood what actually happens, we could establish the key insights for each of the major personas and where new, emerging technologies would have the biggest impact
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Clinical Trial: Storyboard
We always visualise what we are trying to do but storyboards provided a formal way to do this which could be used with senior leaders to help them feel the emotion of the problem
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Clinical Trial: Interactive Prototypes
And the level of detail that we now do in our interactive prototypes means that our development costs are considerable lower and users can provide feedback very quickly
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Proact – Launch
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Developed Proact – mobile app to capture the usability and tolerability of our drugs in clinical trials through patient video diaries.
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• Built using UCD principles with multiple points of view (patient, doctor, analysts, directors)
• From original prototype to pilot in 90 days• Enterprise grade, HIPAA compliant, Secure.• Available on the Google App Store
https://play.google.com/store/apps/details?id=com.astrazenaca.proact
Proact: Joint Application Design
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Sigma introduced us to a JAD process which really proved invaluable – building an interactive prototype with all of the stakeholders in the room at once ! (if a little crazy)
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JAD
Doctors Scientist
DevelopersPatients
Analysts
Proact - Agile Delivery
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MVP1 : HCP and Patient Portal
Responsive Web portal to allow
patients and HCP’s the ability to
send video messages
MVP2 : Patient
Android Mobile
application
Mobile application
for patients only
that allows videos
to be sent and
viewed on Android
mobile and tablet
devicesMVP3 : Analyst Portal
Highly secure portal allowing
analysts the ability to transcribe
videos and tag impact on
patient against a medical
taxonomy
By delivering a full stack for each MVP, we’ve been able to test with real users how they use the platform and ideas for the next product improvements that will make a real difference
Non-Digital Products
35
We have already run usability testing to compare new prototypes for 3D printed devices as well as observational studies of new Smart IT meeting room equipment
Learnings across 2015
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Our journey has changed how we look at problems. In fact, our hardest problem is now identifying the right business problem not jumping into finding the right solution.
Discover Design Develop Deliver
eff
ort
Discover Design Develop Deliver
eff
ort
From: To:
By spending a little more time up front, we remove the churn at the end of the
process… however it’s not all just more User Research !!!
Lean Start-Up Principles
By experimenting with iterative product releases, Lean Start-up concepts can reduce market risks, sidestep large project funding and expensive product launches AND failures
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VS
Rather than spending hours on user research upfront, we prefer to identify key assumptions and just… test them
Build simple experiments, measure before, measure after and learn. Once you have something physical, critical to gather user research for key insights
In-Video Search !
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The Azure Media Services cloud platform is able to ingest audio and video files
and automatically generates a >90% accurate transcription (English only)
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By combining Amazon, Docker and Microsoft Azure, we were able to go from first
prototype to global implementation in 7 weeks in our enterprise search platform.
The Next Big Data Engine ?
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We are really
excited to hear
about new,
emerging
technologies
that could be
the next big
data platform
with enterprise
applicability
across
AstraZeneca.
In true lean-start-up fashion, last week we built something new. If you are a start-up with an
emerging technology that seems relevant, please pitch IT at http://pitchIT.astrazeneca.com
Lean UX Process
Initially we really try to empathise with our business customers and walk in their shoes. Then rapidly build prototypes to validate the technology and confirm our assumptions.If successful, explore in partnership through iterative development of proof-of-concepts.Of course all underpinned by UX !
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AGILE
METHODS
USER EXPERIENCE COMPETENCY
UX Competency Centre
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UX Analyst
Izzy Derrig
Macclesfield
Senior UX
Researcher
James Hoeksma
Cambridge
Head of UX CC
Rob Graham
Cambridge
Senior UX
Designer
Neil Turner
Cambridge
Senior UX
Researcher
(vacant)
Wilmington, US
Senior UX
Designer
(vacant)
Wilmington, US
Senior UX
Manager
Zoomy Zhang *
Shanghai
Senior UI/ UX
Designer
Amaca Wang **
Shanghai
As well as applying tools and methods to our projects, we have recruited a bespoke competency centre for accelerating UX by driving standards, best practise and training.
Hackathon Concept & Video
4242
With the insight gained from patients, in the two weeks after this work,
we had identified an existing technology in Silicon Valley that is already
doing what the three teams had prototyped in 36 hours…
Sigma AstraZenecaPebbleCode
The following video sums up our new approach and shows how we have used hackathons to understand what our customers want, within a few days in a friendly competition…
Nick Brown [email protected]
Marc Harrigan [email protected]
Izzy Derrig [email protected]
Users At The Heart of What You DoBy leveraging practical principles from UX, but also
elements from design thinking, agile development and
lean start-up, we have been able to change the way that
we impact our business in small but powerful steps.
Thank You