Focusing on High Quality User Experience in Life Science CRM Applications

What is UX?

As the use of mobile devices continues to increase, so do people’s preferences for using their mobile devices to access websites, apps and content. These shifting preferences, and the fact that people are accessing websites, apps and content through multiple devices, have intensified focus on the user experience (UX) in software design. Here are several key factors that go into ensuring an optimal UX:

  • Design 
  • Utility 
  • Accessibility 
  • Usability 
  • Ergonomics 
  • Performance

How does UX design play a role in the life sciences industry?

As patient centricity becomes increasingly prominent within the life sciences industry, a strong emphasis on positive user experience is crucial for business intelligence and CRM platforms. From sales reps to Medical Science Liaisons (MSLs), each team’s end goal is to lay the groundwork for the most positive patient experience. Ergonomics, the study of people's efficiency in their working environment, is the driving force behind UX in the life sciences industry because without maximum efficiency in all aspects of a CRM platform, patient-centricity becomes lost.

From contracts to the price of a drug or device, life science companies possess massive amounts of data. If a company’s platform does not have a strong UX design, then reaching the highest levels of efficiency is a daily challenge. In turn, prioritizing the creation of the best possible experience for the patient becomes more difficult. If unnecessary time is added to sales reps’ daily tasks, they might switch their focus from ensuring quality meetings to ensuring a greater quantity of meetings. As a result, their incentives become unaligned with their company’s strategic plan, ultimately disrupting the patient’s journey. 

What will a strong UX designed platform look like for your life sciences company?

Here at TikaMobile Inc., we know that a device or platform with a UX focused design should benefit teams across the board so that all parties involved seek to utilize it. In fact, approximately 92% of our platform users voluntarily utilize our applications daily. This success stems from Tika’s “mobile-first” design, which ensures that the platform has a user-friendly design across various devices. Applications are created to be simple on the user-end, while the complexity lies with the data processing side, or the back end of the platform. The minds behind the creation of a life sciences CRM/BI tool with optimal UX design must possess extensive knowledge and experience in the industry and constantly seek advice from MSLs and sales reps to ensure all of their needs are met with the best possible design.

This is a key factor that we have embraced. Our designers have worked in the industry. They know what it’s like, they know the pain points and they know what best-practices look like. All of this experience gets coded into the platform. In addition, we conduct rigorous interviews with our customers in order to paint day-in-the-life pictures of each type of person that will use the platform. 

Creating a positive user experience will not be the same for all customers because some users require certain features specific to their company’s business models and strategies. The ability to personalize the platform’s features for a customer’s needs is pivotal. Your platform provider must have the tools and resources available for customization and to readily improve your system if changes are required or issues arise.

With a design focused on user experience, efficiency increases, people get value out of the platform, and so utilization of the application becomes voluntary. Increased usage of the platform benefits the entire organization. All the necessary information is on one, easy-to-use application, allowing processes to run much smoother, enabling the organization to be aligned and customer-and patient-centric. 

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