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
"There are competing variants in UX adoption like competing virus strains that can slow down change."
Scott PlewesWhy Isn't Your UX Approach Going Viral?: A Mathematical Model
March 28, 2023
"If people just got in the room and I did nothing except take a seat, everything would be fine."
Alison Rand Sarah BrooksScaling Impact with Service Design
March 25, 2021
"Slowing down is not inefficiency; it is a commitment to dignity and trust."
Rachael Dietkus, LCSWThe power to heal and harm
March 13, 2025
"Today's problems come from yesterday's solutions."
Sheryl CababaLiving in the Clouds: Adopting a Systems Thinking Mindset
June 6, 2023
"Research is seen as an adjunct to design, often missed in road mapping and strategic planning."
Renee BouwensLanding Product Impact: Aligning Research as a Foundational Driver for Delivering the World’s Best Products
December 15, 2023
"Multifunctional tools are interchange stations connecting several research activities."
JP Allen Holly HoldenNavigating the UX Tools Landscape
October 1, 2021
"Louisa Scholar saves us a lot of work by curating the Civic Design library and digital benefits hub."
Bria AlexanderOpening Remarks
November 18, 2022
"If you can’t see a human in a video, how do you know the entire conversation wasn’t fabricated?"
Llewyn Paine[Demo] Deploying AI doppelgangers to de-identify user research recordings
June 5, 2024
"Conjoint analysis was used by Apple and Samsung to determine the financial value of specific product features."
Ricardo MartinsUnlocking the power of advanced quantitative methods
March 12, 2025
Latest Books All books
Dig deeper with the Rosenbot
How can the Leadership Functions chart help a design leader reflect on their role and focus areas?
What are effective workflows for integrating 3D modeling and AI image generation in design projects?
What does it mean for design ops to shift from managing existing processes to architecting infrastructure and cultural change at scale?