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molecule

Focus
UX Design
Duration
6 Days
Platform
Desktop
Working files
Details
Collaborative Whiteboard → Online whiteboard with design concepts
Prototype Design → Prototype screens for the entire flow
User Feedback → User feedback report and evaluation

 

Team

Facilitator and User Researcher
Andrej Berlin
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Product Designer
Charlie Ellington
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Paul Kohlhaas

CEO, molecule

Liesl Eichholz

Legal Advisor, molecule

Tyler Golato

Scientific Researcher, molecule

Kent Fourie

molecule

Titian Steiger

molecule

Design Process

Project Goal

Molecule was designed to be the most effective way IP (intellectual property) creators and investors can collaborate on the best pharmaceutical products. It should be highly accessible and allow research teams to efficiently promote their work.

Design Challenges

1. Can we impress our investors?

Yes, with a few changes.

The concept seemed to be very easy to understand for investors and all testers appreciated the look and feel of it. Visually, it just needs to be a little clearer – the bubble overview/statistic needs to be more understandable, the project tiles need to use more human-readable language (“bounty” is not an accepted term either) and ideally, the dashboard should focus on showing a personalised overview. Filling out the IP does not seem as important to see for investors and overall might be a good idea to separate the investment part from the IP creation part (similar to AirBnB).

      2. Can we create trust and credibility between ourselves and the most important stakeholders groups in order to achieve adoption?

      Yes, but there might be more relevant stakeholders.

      One of the biggest problems with trusting the IP registration is the lack of explanation and how registration applies to real world patent registration. One tester suggested breaking apart the the investment part of the platform and the IP registration, since the former is very simple and “easy going”, whereas registering intellectual property is a more serious process.

      For investors, the most important factors are quality control and understanding the exact area the projects are focused on. Who worked on what, related patents, exact financial needs for milestones could additionally help making a decision on what to invest in.

      Apart from those two stakeholders, it’s worth mentioning that the current pharma industry and manufacturing companies are also part of the progress. For them, registering IP might be much more important (especially financially) than to academic research groups, who might not be interested in protecting IP.

      3. Can we make users understand the economics of the IP offerings, the funding economics, or generate sufficient interest and profit incentives?

      Yes but it needs more work

      Most of the interactions are clear and seem familiar enough. The complex elements still need a lot of explanation though – even though all our testers heard and learned about bonding curves, they still didn’t understand them in this context. It seems like finding a better way to explain them or even do it in text might be easier to understand than though the visual curve only. It’s definitely clear how the economics work but again, quality control for investors is important (along with more detailed information on the specifics of the projects progress) and how all the processes map onto the real world needs to be explained.

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