Transforming Biotech Business Growth through Innovative Design Thinking

Introduction

In my capacity leading the Product Design in a transformative three-month Design Thinking initiative for a Fortune 500 biotech distributor, our goal was to double market share by 2027.

This project focused on rebranding, go-to-market strategy, and GMP portfolio enablement, resulting in groundbreaking concepts like a Pharma + Biotech Accelerator and a Predictive Portal with AI Customer Care. This case study illuminates the strategic application of Design Thinking, innovation, and repositioning within the competitive biotech and pharmaceutical distribution sector.

Client Overview

Our client, a Fortune 500 distributor in laboratory, pharmaceutical, and biotechnology services, sought to achieve a doubling of wallet share in the biotech and pharmaceutical manufacturing space.

The establishment of the Production Products and Services Group set the stage for bringing new manufacturing products and services to market, with the Design Thinking team playing a pivotal role in accelerating projects and identifying fresh opportunities.

Best Practices in Design Thinking

Embracing industry best practices, our team introduced an enterprise productization and governance framework to streamline communication, enhance decision-making, and ensure efficient project execution during the 3-month engagement.

Areas of Focus

Brand Transformation and Awareness

Update our brand identity to seamlessly integrate our research and production capabilities. Build awareness of our comprehensive offerings among our pharmaceutical and biotech partners, as well as our internal teams.

Flawless & Differentiated Customer Experience

Empower customers with a seamless platform that offers both white glove and self-service, providing all essential information at their fingertips. Deliver effortless interactions, differentiating and positioning us as the standard.

GMP Portfolio Enablement

Establish the necessary quality, regulatory, and operational processes and capabilities, supported by a robust organizational structure and resources, to achieve Good Manufacturing Processes (GMP) compliance, enabling us to grow our production portfolio.

Moving Projects Through the Pipeline

I crafted a series of Design Thinking workshops to apply an entrepreneurial framework to scaling and transforming the PPS business, and acted as a facilitator, guiding key stakeholders & SMEs through rapid design sprints for accelerated project execution.

Blue Sky Concepts

Brand Transformation and Awareness

Pharma & Biotech Accelerator

Introduce a comprehensive incubator experience that accelerates our customers’ journey from research into production – differentiating our brand in the market and embedding ourselves as an asset to our customers’ growth.

Leveraging industry partnerships and capabilities across the company to offer consultative, end-to-end solutions such as:

  • Conducting on-site needs assessments, consulting on regulatory compliance and quality, and crafting strategies for efficient procurement and management of supplies and consumables.

  • Using generative AI and design thinking training to enable sales teams to run consultative discovery and accelerator workshops, populating a funnel of receptive leads for Commercial to win.

  • Hosting Demo Days and harnessing the data we gather from these partnerships to act as an expert matchmaker between emerging companies and potential investors, venture capitalists, and industry partners to scale their ideas, and secure funding for their projects.

Flawless & Differentiated Customer Experience

Predictive Portal & Personalized AI Customer Care

Leverage generative AI and human-centered process design to deliver a premium, highly personalized, and seamless customer experience that goes above and beyond standard digital and interpersonal interactions, to deliver the highest level of service, attention to detail, and customization in any industry.

Aligning with new internal AI capabilities to level-up the customer experience:

  • AI-enabled proactive personalized product recommendations based on account and customer purchase history, research focus, preferences, and contextual data.

  • Offering easy access to important documents, exclusive webinars, research papers, and insights from industry experts.

  • Offering instant, 24/7 access to expert support via connected, AI-assisted sales, customer service, and operations teams. This ensures that customers can get immediate assistance and fast, consistent answers to any query or issue.

  • Allow customers to see real-time stock levels and get instant updates on their order status, shipping times, and delivery details.

  • Use 3D or augmented reality (AR) to assist customers in visualizing how our products can fit and function in their facilities, helping them make optimal purchasing decisions.

  • Allowing customers to customize their orders in real-time, such as bundling specific products, choosing specialized packaging, or setting up recurring orders based on their lab's needs.

GMP Portfolio Enablement

Automation Powered by a DBO (Digital Back Office)

Using automation to improve warehouse processes for special handling requirements for biotech and chemical materials, run through an AI assisted DBO that works in conjunction with DFO to ensure a flawless customer experience and rapid operations adjustments. 

Dissolving internal silos with new technology with solutions such as:

  • Warehouse will be able to instantly update the customer, CSRs, sales agents, suppliers, and anyone else linked to a PO# of any status change to an order (A return can be completed in fewer steps)

  • Enable complex logistical planning for management (No more unexpected shipments arriving and derailing the flow of work)

  • Automation of storage plus smart tagging means every order is correct, on-time, and exactly as the customer specified, down to the exact lot number. (Automated picking of orders so employees are mainly reviewing orders, massively increasing efficiency)

  • Evaluating and selecting state-of-the-art automation solutions. Developing a phased implementation plan that includes testing, training, and roll-out strategies. (A plan to modernize our warehouses)

Anticipated Outcomes

The initial design sprint is underway! At the end of our sessions, we’ll have created the following assets.

Current State Production Customer Experience Maps

for prioritized flows: New Customer + Existing Customer happy paths and common unhappy paths)

Future State Production Customer Experience Maps

Solution Architecture, Prioritization based on ROI

Build Plan and resources from relevant teams

Prioritized Scope & Personas, Business Case, Current State Analysis

Future State Concept Wireframes

that leverage the existing design system and current and near-term technology improvements

“During her time with us, Joanna proved to be a quick learner, effortlessly grasping the complexities of a challenging project and the dynamic business environment. Her adaptability was truly commendable, as she seamlessly adjusted her approach to accommodate evolving project needs.

From research to design, Joanna consistently delivered work that met and exceeded our high standards. Her attention to detail and thorough understanding of product design principles enabled her to create user-centered solutions that effectively addressed user needs and pain points.”

  • Project Oversight | Senior Manager | Human-Centered Design Practitioner