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4 weeks. 2 students. 6 recommendations to increase profits.


Quick Summary


Design Challenge

Analyze context, shipping logistics, culture, and sales relationships to help Uniderma reevaluate best business practices.


MY Role

The Team

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In the early stages of the project, I conducted secondary research, looking into what products were sold, how a consumer would purchase, company influencers on social media, locations of saleswomen, and more. All of which were extremely important to understand the context of the business. As the project progressed and the interviews with sales representatives were conducted, I played a large role in synthesizing the data to help inform our later recommendations. I created the interaction map to help us understand how people communicate throughout the company and a blueprint to showcase the pain points a consumer feels during the purchasing journey. After synthesizing vast amounts of information, Valerie and I were ready to showcase our recommendations through our data visualization map.


Solution recommendations


The Process


Uniderma Background

Uniderma is a skin solutions company that formulates products for sun care, anti-aging, and scar repair. Originally based in Venezuela, Costa Rica is the new recent home for Uniderma. The company produces it's products in the labs of Spain and outsources to sales representatives in Costa Rica and to online purchases from customers.


Interview with the Owner and General manager

 

"75% of the sales are through pharmacies, 20% though doctors, and 5% direct sales.”

"We developed an app that tracks our sales representatives.”

"I have been doing advertising on Waze and Facebook.”

"Pharmacies do not buy in bulk because they want people to ask for the product.

Jose Lopez

Interview with a Sales Representative

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“People don’t seem to like to buy online, they are very conservative.”

“The pharmacy channel is a problem.”

“I like Uniderma’s products because they have scientific research to back them. The products are innovative.”

“These are products that are the first on the market, they are quality products at an affordable cost.”

“Ufff! Everyone knows what the products are and I recommend them, because they are good.”


Industry Standards

Companies including Uniderma

Majority of skincare companies have sales representatives that visit the doctors directly.

Skincare companies give out samples to doctors and customers.

Companies not including Uniderma

Other firms pay pharmacist to promote products.

Large firms offer many benefits to doctors (travel, dinners, etc.) to persuade them to prescribe product.


Journey Maps

Consumer is informed about product through the  doctor  and purchases product through a  pharmacy.   * Product has a high chance of not being in stock at the pharmacy.

Consumer is informed about product through the doctor and purchases product through a pharmacy.

* Product has a high chance of not being in stock at the pharmacy.

Consumer is informed about product through  social media  and purchases product through  Uniderma.net.   * A seen ad does not guarantee a purchased product.

Consumer is informed about product through social media and purchases product through Uniderma.net.

* A seen ad does not guarantee a purchased product.

 
Consumer is informed about product through a  friend  and purchases product through a  pharmacy.   * Product has a high chance of not being in stock at the pharmacy.

Consumer is informed about product through a friend and purchases product through a pharmacy.

* Product has a high chance of not being in stock at the pharmacy.

Consumer is informed about product through  analyzing products  and purchases product through a  pharmacy.   * Product has a chance of not being selected by Pia or it may not be in stock at the pharmacy.

Consumer is informed about product through analyzing products and purchases product through a pharmacy.

* Product has a chance of not being selected by Pia or it may not be in stock at the pharmacy.

By mapping out each possible customer purchase point we can start to understand the breakdowns of where the consumer is deciding not to make the final steps of the purchase.


Company Interaction Map

The company interaction map tracks the communication aspect of different employees within the company and individuals who are directly associate with Uniderma products. It shows the back channels of casual conversation all the way to product conferences with medical doctors. This map helps us understand how products are being sold, formally and informally, as well as possible avenues for other products to be sold in the future.

The company interaction map tracks the communication aspect of different employees within the company and individuals who are directly associate with Uniderma products. It shows the back channels of casual conversation all the way to product conferences with medical doctors. This map helps us understand how products are being sold, formally and informally, as well as possible avenues for other products to be sold in the future.


Service Blueprint

Mapping out a blueprint helped us to understand where the pain points lie in the most common purchase sequence of Uniderma products. Over 75% of sales are from pharmacy stores, therefore, we wanted to make sure we took a deep dive into understanding the process behind the purchase.

Areas of Opportunity

Pain Points

  • Customer sitting in traffic to get to the doctor’s appointment.

  • Products are not for sale at the doctor’s office.

  • Product is out of stock at the pharmacy.

  • Because the product is out of stock at the pharmacy the doctor stops recommending the product to patients.

Areas of Opportunity

  • Instead of contacting a doctor there is a potential space for a more direct line of communication to receive the product.

  • Awareness of where the product is can be implemented.

  • Potential to purchase the product through a new channel.

  • Increase of trust in Uniderma from consumers and doctors.


Company Visualization Mapping "As is"

Present State

Company Visualization Mapping with Recommendations

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Customer Journey Transformations

Low cost Recommendation 1

Direct sales from sales representatives for doctors and patients
a. Create a space on webpage that promotes sales representatives as direct sellers
b. Include mailing and delivery as other shipping methods

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Low cost Recommendation 2

Sales Representatives become ambassadors for the brand Uniderma
a. Awareness is spread directly from a reliable source
b. Increase in trust because of the precise knowledge behind the product

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Medium cost Recommendation 1

Live online updates of product amount within pharmacies
a. Approach pharmacies to understand the way information from their end will be supplied
b. Create a new space on the webpage to show the live stock in each pharmacy

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Medium cost Recommendation 2

Social media influencer to increase brand awareness
a. Expanding social media outreach
b. Potential increase in online sales

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High cost Recommendation 1

Partner with companies in the tourism industry to increase sales
a. Tourism $1.92 billion/yr industry
b. Expand target market from locals to tourists
c. New potential profit margins for tourism companies
d. Spread awareness by products being used by internationals

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High cost Recommendation 2

Create a subscription based model
a. Evaluate which products are suitable for this model
b. Present subscription option when buying online
c. Present subscription option for sales representatives and ambassador's clients

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Conclusion

While exploring Uniderma's company culture, communication, and logistics we found areas of great success and opportunity. The process of this exercise was educational and informative. I learned about the necessary means to understanding context of business relationships, importance of shipping methods and selling options. I strongly believe my developed interview skills, blueprinting, and journey mapping will be beneficial on future projects.