Project Overview
The UCB Impact Aid: Leveraging creative design, technology and gamification to create alignment, build engagement and drive sales performance and execution.
Project Commissioner
Project Creator
Team
Dane Tatana - Strategy Lead
Richard Watt - Client Lead
Lara Reis - UX/UI Designer
Khris Tubay - UX/UI Designer
Costis Los - Delivery Lead
David Huai, Dov Tombs - Technical Leads
Gareth Matson - Front End Development
Alex Burias - Back End Development
Axis Comms - Comms Partners
Project Brief
In a competitive commercial landscape, sales and marketing leaders are faced with some big, complex questions that they need to answer in order to unlock performance and drive growth:
How can we improve communication and alignment between marketing and our sales teams?
How can we drive better levels of execution to support our strategy?
How can we increase the quality and volume of customer interactions?
How can we get our sales teams to record their interactions in the CRM in a more consistent and disciplined way?
UCB, a multinational biopharmaceutical company headquartered in Brussels, Belgium, approached JOURNEY to help them find innovative new ways to answering these questions.
Through a process of co-creation and a series of agile sprints over a four month period, we designed, built and piloted the Impact Aid: a gamified digital tool that provided end users - sales and medical teams across Europe - with useful, timely information and resources with which to inform their customer conversations and motivation in the form of challenges, leaderboards and awards to drive the right behaviours and activities.
The combination of practicality and competition resonated strongly with the audience, and helped UCB to achieve significant uplifts in customer-facing activities during a four month pilot built around a strategic event in the calendar, the EULAR Congress.
Project Innovation/Need
Whilst the concept of using gamification isn't a new one, the Impact Aid has some unique features and functionality which helped to deliver the results it did.
Alignment to business KPIs:
Each challenge within the Impact Aid was built to support the achievement of one of the KPIs that UCB had set for the EULAR Congress. Challenges were personalised based on role, and adjusted to reflect the different customer activities required before, during and after the Congress itself. Challenges were also designed to meet local regularity rules and guidelines around the volume and frequency of customer interactions allowed. This overall approach helped drive better, more aligned and more focussed execution and did so in a wholly compliant way.
Driven by CRM data:
Working with UCB's IT and CRM teams, we developed a data strategy and supporting integration between the Impact Aid and the CRM. For each challenge and supporting activity, we identified the exact combination of fields required in the CRM and then pulled this data through into the app in the form of personal dashboards, progress trackers and dynamic leaderboards at a team, country and regional level.
A unique blend of practicality, relevance and fun:
In addition to the core game mechanics, the Impact Aid also presented users with practical elements such as resources to support customer conversations, and timely nudges and notifications to help motivate the right activity at the right time.
User Experience
The Impact Aid was something new and different for UCB and its sales population.
Whilst they have a series of platforms and tools in place to help them in their day-to-day roles, the combination of an easy and intuitive UX, a fresh and contemporary UI and some light competition in the form of challenges and leaderboards really helped to catch the imagination of the end users.
This, in combination with the tools and resources embedded within the app helped to deliver an experience that was both useful and fun. A carrot as opposed to a stick with which to encourage the right levels and right types of activities in order to maximise the customer opportunities that the EULAR Congress presented.
Project Marketing
The Impact Aid achieved high levels of uptake, with 80% of the target population registering for and using the tool.
In terms of performance uplifts, UCB saw a 180% increase in customer interactions and activities in the pre-Congress phase compared to the previous year. Similarly, the during and post-Congress phases saw representative uplifts of over 200% compared to the previous year too.
Over 1200 resources were viewed in the Impact Aid across it's 160 users, and customer classification field completion rates in the CRM increased between 29% and 98% across the different countries involved.
The success of the MVP was such that UCB intend to build out the Impact Aid's functionality moving into 2023 where it will continue to help drive activity in support of strategic events and agendas.
Digital - Business Platforms
Business Platforms have succeeded in helping businesses in changing their focus to the achievement of outcomes. Compelling, flexible and scalable platforms that provide greater business agility and productivity will stand out here.
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