Sabrina Yi-San Liu
Antibody Initiative
Antibody E-commerce Platform
The Problem
The Institute for Protein Innovation (IPI) is a startup and a nonprofit research institute that is advancing protein science to accelerate research and improve human health. With collaboration as its main business model, IPI partners with academic and industrial biomedical scientists to push biological discoveries faster and farther by offering protein expertise and highly targeted antibodies.
However, the online distribution system of IPI's antibody products had not been fully developed. An online e-commerce concept for IPI's Antibody Initiative is necessary to not only further the product distribution but also give users more direct access to the antibody and protein tools they need for their experiments.
The Discovery
User Research
Speaking directly with users is one of the best ways to get insights into their current process of searching for and purchasing antibody and protein products. My target users are graduate students and postdocs working on the bench (70%) and biologists and researchers who are on the search for new antibodies for their specific research areas (30%). Through user interviews and screen sharing, I get to understand more of the context behind the user's goals and pain points.
Affinity Analysis & User Flow
After speaking with my target users, I conducted Affinity analysis to extract the patterns in the data and performed white-boarding sessions with my team to better understand the user journey in searching for the right antibody product for their assays.
Through this process, my team and I found that out of all of the antibodies that users purchased, the percentage of antibodies that works to a satisfactory level is actually really low, and the process of selecting the right antibody to purchase is long and time consuming.
Key Takeaways
Application or Technique Focused
Different experiments work under different conditions. The antibody tools have to work with the technique that the users perform. No exceptions.
Good clean images and Validation are priorities
Users depends on images and validation methods to determine the effectiveness of the antibodies for their assays.
Always on the lookout for Trial Size
Users are willing to purchase trial sizes of products, even if those products have less validation.
Search bar and Filters
Users tend to use the search bar when looking for primary antibodies; however, they will default to filters when searching for secondary antibodies.
Cross Referencing Method
Users use cross-referencing methods to search for and purchase antibodies tools.
"If I go to a method section and try it. I get more than a chance (of getting a working antibody)."
Common vs. Rare Antibodies
Users are willing to try rare antibodies from smaller vendors.
QUESTION
How might we help users to intuitively search for and purchase the antibody and protein tools they need that work in their assays?
Ideation
Product Page Design
With the knowledge that clean images and antibody validation are priorities for our users when they are making their purchasing decision, I designed them at the front and center of the product page. Also, listing the forms of validation and the availability of trial sizes give users a quick assessment for the antibody product they are browsing.
Because IPI partners with third party collaborators to handle their inventory and purchases, CTAs and where users are navigating to are made especially clear.
Search and Filter
When searching for the right antibody and protein tools for their assays, users often use the search bar more so than any other feature, especially when searching for primary antibodies. This design does not hide application and reactivity selection because they are non-compromised elements to the search. The Advanced Filter button design allow users to intentionally search for secondary antibodies while preventing cluttering of the page.
Mega Menu
Not leaving it at just a functional search bar, I designed a mega menu to allow users to search for the tools they need through different methods, such as via research communities and by different biological pathways.
Reflection
This was an exciting project for me to work on as it gave me the opportunity to build a concept from the ground up and give form to an initially amorphous business strategy. However, like every other project, there are challenges and barriers that I had to overcome during the course of the project. I learned some important lessons related to products and business practices.
Always push for clarification
When working with concepts and ideas, defining the what and how is extremely important. I had to call several meetings to meet with the executive leaders to clarify the business direction and strategies and identify any business requirements. Business ideas evolves over time, so it is essential to make sure the team stays on the same page.
Fight for the UX process
Not everyone on the team is familiar with user research and the importance of speaking with users to understand the context of their visit, their pain points, and their goals. I had to fight for and evangelize for the UX process.
Never stop learning
I have always liked science, but I do not have a background in biology or biotechnology. There are many terminologies I had to quickly learn for this project in order to understand my users. However, I found it very rewarding to connect with my users using their language.