Why Pharmaceutical's Research Model Should Replace Design Thinking
Summary
In many organizations, design thinking dominates the research process with expansive research processes upfront during discovery. Pharmaceutical research gives us an alternative model that we can adapt based on a fail early and fail often (tech mantra) that should make discovery research an easier sell in any organization. Takeaways: An alternative model to discovery research with reduced upfront costs Starting discovery research when buy-in is difficult Maintaining discovery research when funds tighten up An alternative model to measuring the value of research that takes into account savings
Key Insights
-
•
Business leaders value design more for elimination of redundant processes and features than for creating new innovations.
-
•
Integrated discovery research is a faster, smaller-scale approach that de-risks innovation by saving money and guiding investment decisions early.
-
•
Large discovery efforts should be reserved for genuinely new markets or disruptive initiatives and need strong executive champions.
-
•
Pharmaceutical research principles emphasize failing poor ideas quickly and cheaply to save time and money, a model applicable to UX and product development.
-
•
Most teams do not practice true dual-track agile, and adopting integrated discovery can support more agile, iterative innovation.
-
•
Positioning research as de-risking financial investments, rather than solely as customer empathy or idea generation, increases its strategic business value.
-
•
To innovate successfully amid expensive capital and economic uncertainty, UX must closely collaborate with finance teams to project ROI and viability.
-
•
Testing concept stability and market fit early helps avoid costly investments in ideas unlikely to meet customer demand or price acceptance.
-
•
Inclusive innovation benefits by expanding ideation across diverse team members rather than only from traditional leaders or designers.
-
•
Researchers must be willing to fail ideas quickly, even those championed by colleagues, to protect organizational resources and improve decision-making.
Notable Quotes
"Without drugs people would be sick and without UX it wouldn’t be able to use the drugs."
"The essence of strategy isn’t painting a grand vision of the future, it's deciding what not to do."
"Bringing something to market quickly at scale is time-consuming and expensive—failing early is key to saving resources."
"New ideas and changes to business trajectories rank pretty far down at only 18% of business leaders seeing it as a value of design."
"Position your discovery work as de-risking investments rather than just fuel for innovation or empathy building."
"Safe money has solid returns, so fiscally responsible companies demand higher returns from new investments especially with inflation."
"We’re not in the business to make friends, we’re in this business to help companies make better decisions—even if that means killing ideas."
"I helped a company save 12 million dollars by not investing in an iris scanner in a one-week project."
"To innovate smarter, you need to get access to the roadmap as early as possible and start research even when not asked for it."
"Large discovery should focus on tier-3 unexplored markets, ones that require multiple years and large capital but may disrupt long-term."
Or choose a question:
More Videos
"Good problem statements begin with aspirational mindsets and use backcasting to envision preferred futures."
Surya VankaUnleashing Swarm Creativity to Solve Enterprise Challenges
June 10, 2021
"The biggest shift is the power moving from supply side to demand side in media."
Patrick Boehler Madison KarasThe service shift: transforming media organizations to create real value through design
November 19, 2025
"It’s really been helpful that research supports design not just in discovery but also in validating that what we build meets customer expectations."
Andreas Huebner Amy Takata Craig BrookesWhat Is It Like To Be Part of The UX Team at Compass?
March 11, 2021
"About 12% of teams consider the design ops role not necessary, often because the teams are very small."
Patrizia Bertini Alexandra Mengoni LeónPushing DesignOps’ Influence into New Global Markets
September 9, 2022
"We’re showing people how to collaborate like crazy and how to fail gracefully."
Phil GilbertA Consistent Culture of Design
May 14, 2015
"Text generation is the biggest superpower of ChatGPT in research synthesis right now."
Yulya Besplemennova[Demo] Stress-testing GenAI in user research synthesis
June 4, 2024
"Remote research is not a silver bullet."
Sarah RinkRemote User Research: Dos and Don'ts from the Virtual Field
June 11, 2020
"We experimented with AI-powered sprints, but had lots of dead ends and false starts before finding what really works for us."
Mujtaba HameedThe new horizon of ethnography: using AI to unlock the full potential of in-person research
March 11, 2026
"People who understand the problem best are set up to do the best work."
Sheryl CababaLiving in the Clouds: Adopting a Systems Thinking Mindset
June 6, 2023
