Case Studies

The Business Challenge

The domestic sales and marketing team of a major pharmaceutical company faced a major problem. They knew their 8,000 sales professionals were dissatisfied with the existing process for ordering promotional items online, but they didn’t understand the root cause of the complaints or the financial impact of that dissatisfaction and disuse.

MISI was brought in to measure the cost of the lost productivity, make recommendations that would increase adoption and ROI, and develop the business justification model to implement the recommended enhancements.

Solution

Employing a proprietary, multi-phased research technique that studies users in their natural settings, MISI was able to effectively observe and analyze how the sales professionals used the ordering system to do their jobs. Armed with this information MISI began developing a more intuitive structure that leveraged existing behaviors. Audience Design sessions further informed the experience.

By benchmarking the existing system and testing the options for a new interface, MISI was able to quantify the losses resulting from existing issues. Contextualizing these issues with quantitative data helped the client prioritize issues and make informed and precise decisions about what should be fixed and when.

Outcome

Shaped around indentified behaviors and other factors, more than two dozen solutions were proposed that saved the company nearly $3M a year. In addition:

• Utilization increased by 15%
• The Express Lane features implemented saved over 4 minutes per transaction
• Improved taxonomy saved nearly six minutes per audiencesession