Improving app adoption and usability for field clinical specialists
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The Challenge
For field-based teams, digital tools must work seamlessly within fast-paced, real-world environments. When they don’t, even well-designed applications can struggle to gain traction.
Genentech partnered with AnswerLab to understand why adoption of their tablet-based app was low and to identify how the experience could better support clinical specialists in the field.
AnswerLab’s Approach
The client needed to understand why app adoption was low and identify usability issues while establishing metrics to guide future improvements.
Designing a mixed-methods program to uncover real-world barriers
AnswerLab partnered with Genentech to design a research program that combined ethnographic research, in-depth interviews, and quantitative surveys. This approach enabled the team to capture real-world usage, explore usability challenges in context, and validate findings with measurable data.
Observing field usage through ethnographic research
UX researchers conducted field rides with 12 clinical specialists, observing a full day of interactions across more than 50 health care providers. This in-context research captured how the app was used during real visits, where time constraints and variability in interactions influenced how and when the tool was used.
Validating insights and establishing benchmarks
In-depth interviews explored usability issues identified during field observations, while quantitative surveys validated patterns and established baseline metrics. Together, these methods provided both the “what” and the “why” behind adoption challenges and created a foundation for tracking progress over time.
Key Insights & Results
Usability challenges limited adoption
A combination of technical issues, poor navigation, and a steep learning curve made it difficult for clinical specialists to consistently use the app.
The app did not align with real-world workflows
Field observations revealed that variability in visit length and interaction style made it challenging for users to integrate the app into their daily routines.
Lack of sharing capabilities reduced effectiveness
Limited ability to share content during interactions with health care providers reduced the app’s usefulness in the field.
Training opportunities impacted adoption
The research identified gaps in how clinical specialists were supported in learning and using the app effectively.
Business Impact
Increased adoption and frequency of app usage
The insights enabled improvements that increased how often clinical specialists used the app in the field, supporting more efficient workflows.
Reduced reliance on print materials
As adoption increased, clinical specialists relied less on printed materials, helping reduce associated costs.
Improved engagement with health care professionals
A more usable and accessible app experience supported better interactions with health care providers during field visits.
Established a framework for future app development
AnswerLab helped define an approach and baseline metrics that can be used to evaluate and guide future app development across the organization.
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