Schrödinger wanted its clients (large pharmaceutical firms) to have an outstanding user experience with its new product. The new application aimed to simplify the process of protein prediction. These are protein sequences were no accurate 3D model exists. A high intention to purchase was critical and this was tied to usability and how credible and familiar the software was for users.
The new product needed to address these issues:
- Concentrate on drug discovery, not the user interface.
- Get the software to work how users work.
- Intuitively understand how to access the application's powerful features.
- Be able to rely on a product that's so easy you can train new drug designers with it.
Customers represented the largest pharmaceutical companies in the world. As with most B2B software sales involved lots of dollars and long term trusting relationships. Schrodinger didn’t want to jeoparadize relationships by bothering customers, let alone having them interact with a clunky interface.