20 Million Dollar Business Revenue in Trouble

AstraZeneca, a leading pharmaceutical company in the country, has expressed dissatisfaction about their sales representative’s call logging interface due to a poor user experience. The company has threatened to withdraw a multimillion-dollar contract if these concerns are not addressed. Several challenges, including technical complexities, siloed communication and budget constraints have made this a difficult engagement.

Research - Getting to the core of the issue

To understand the crux of the problem I had set up recurring calls with stakeholders at the client side. Me and my researcher made sure that these calls were a safe space for the participants to express their opinion and ideas freely.

By actively listening to their input, we gained valuable insights into their challenges, pain points, and key priorities.

We also talked to our internal sales reps to understand their perspective.

At the conclusion of this exercise, we identified and categorized the opportunities into three distinct groups.

The existing legacy salesforce interface

Ideation - White boarding options

Based on the finding from the stake holders interview I created multiple design concepts and we narrowed it down to 2 options

Option 1 - Stepper for clear flow

Option 2 - Tabs for flexible flow

User Interviews - Uncovering insights from the fields

After exploring some inital concepts, it was important to meet with real users to understand their work flow and challenges in the field

We conducted interviews with the field medical reps that covered topics like

• General background

• Day to Day activities

• Show you process

• Key outcomes, Barries and work arounds

What we uncovered from the interviews

• Medical reps meet doctors in groups most of the time (Lunch and Learn)

• Reps get very less time because doctors are always busy

• Reps need to log call information very fast

• Capturing multiple doctor’s information can be challenging

• Reps needs a very dynamic interface that General background

• Reps fill in call information asynchronously - they will leave the flow, come again and continue later

All the feedback, observations, and data made us to focus on

Option 2.

While options 2 supports rep’s non-sequential user flow it still have some disadvantages that needs to be solved. Additionally during the user interviews we discovered the group call scenario that needs a different set of functionality. So we brainstormed further and came up with few solutions.

Collaborating with Engineering - ROI in focus

After mocking up some viable solutions for the problems mentioned above, I met the director of the engineering team to evaluate the feasibility, cost and timeline to make this a reality. We discussed if these solutions can be implemented as custom components in SalesForce. Here is a glimpse of the analysis.

User can just tap on “Apply to All” link to copy the selection from the primary attendees to all the remaining attendees in the call

We expanded the grid so that the user can scroll (swipe) through list of doctors

Prototyping - Convincing storytelling

With most of the requirements addressed, it was time to integrate all the elements and create a cohesive narrative for the clients. It was very important to communicate the entire solution end to end. So I created a complete clickable prototype using Figma’s advanced prototyping capabilities.

Here is the full demo of the prototype

Result - Deepening client relationship