cs/pharma

Pharmaceutical Sales Dashboard Tool MVP

Role

As the Lead Product Designer and Researcher for CRM project, I undertook a comprehensive position that involved leading all aspects of the design process. Collaborating closely with the Engineering Lead, I navigated the project from inception to completion, with a focus on Research, Strategy, UI Design, User Interviews, User Testing, and Prototyping. This holistic role allowed me to shape the user experience and interface while aligning design decisions with the overall project strategy.

Team

Sole Designer + Ilyas Djeddou (Engineering Lead/CTO)

Client

Company A (cannot be disclosed)

Opportunities

In this project, uncovering a pivotal opportunity involved addressing numerous pain points within the healthcare industry. The core challenge lay in the intricate task of tracking deals with doctors, posing inherent management difficulties. Users grappled with time-related dilemmas, either spending excessive time searching for suitable facilities or, conversely, feeling constrained by time limitations that hindered efficient visit planning. Recognizing the imperative need to resolve these issues, the project focused on streamlining and optimizing user workflows. The solution centered on a user-friendly interface, facilitating efficient deal tracking with healthcare professionals and offering a curated experience through auto-filtered search results. This user-centric approach empowered users to promptly locate suitable facilities, enhancing time management and effectively addressing their day-to-day operational challenges.

Insights & Research

From insightful user sessions, I pinpointed the most significant pain points in sales, which include:

Getting access to doctors: Sales professionals faced challenges in securing access to doctors, a critical aspect of their sales efforts.
Standing out among 15-20 other reps visiting the doctor: The crowded nature of doctor visits, with numerous representatives vying for attention, posed a hurdle for sales reps looking to make an impression.
Communication and follow-up with doctors to close sales: Establishing effective communication channels and ensuring timely follow-ups emerged as crucial pain points in the sales process.
Transparency around company sales goal KPI vs. Individual’s sales expectation and goal throughout the quarter/year: Sales representatives sought clearer visibility into the alignment between company-wide sales key performance indicators (KPIs) and their individual sales expectations and goals for the quarter or year.

User Flow

I mapped out high-level workflows for sales reps, including Research, Meeting, and Reports. Each workflow incorporates features to enhance sales efficiency:

News: Keeps reps informed with relevant market and business info, fostering knowledge-sharing.
Doctor Search: Simplifies access to doctors through flexible filters and geolocation.
Calendar: Consolidates scheduling, meeting details, check-ins, notes, and follow-ups for streamlined management.
Reports (Post MVP): Envisions transparent sales deal tracking, offering insights into performance beyond the Minimum Viable Product (MVP) phase.

Product Strategy

In crafting the product strategy for the client, I recognized the need to establish clear goals, objectives, and future direction to guide the product design and development process effectively. The overarching goal was to empower individual representatives to drive an increase in sales, ultimately resulting in enhanced Return on Investment (ROI) for the company. To achieve this goal, the primary focus was on boosting user engagement within the system.

Several strategies were ideated to achieve increased user engagement:

Well-Managed Meetings with Clients: Emphasizing the importance of well-organized and effective client meetings to foster positive interactions and relationships.
Constant Professional Knowledge Share: Encouraging a culture of continuous learning and knowledge sharing among the sales representatives, ensuring they stay updated with industry trends and best practices.
Maintain Community High Performance Among Peers: Promoting a sense of community and healthy competition among peers to drive high-performance standards, fostering a collaborative and motivated environment.
Ownership of User’s Intellectual Properties: Encouraging a sense of ownership and responsibility among users for their intellectual properties, fostering a deeper commitment to the platform and its success.

Design Process & Challenges

Personalized

A user-centric onboarding experience that significantly shaped the overall user journey. By strategically integrating user input during onboarding, I designed a curated experience that featured auto-filtered search results tailored to users' specified regions and areas of specialty focus. This innovative approach not only streamlined the search process but also guided users in identifying the most suitable facilities to visit. Furthermore, the system was intricately designed to align with sales objectives, providing users with a seamless and guided pathway to plan and execute sales efforts.

Streamlined

A common challenge faced by users who often navigate across various applications to fulfill their sales-related tasks, leading to a lack of streamlined data. To counter this, I conceptualized an all-encompassing CRM tool that revolutionized the sales workflow. This comprehensive solution can seamlessly integrate functionalities for research, scheduling, meetings, note-taking, and follow-up notifications, consolidating all essential aspects of the sales process into a single, user-friendly app. By centralizing these diverse tasks within the CRM application, users can gain the efficiency of managing their daily workflows more effectively. This approach not only simplifies the user experience but also can contribute to increased productivity and strategic planning for day-to-day sales activities.

Trackable

A robust system that empowered users with access to their performance data derived from meetings and ongoing deals, aligning with overarching regional Key Performance Indicators (KPIs) for the business. A key feature of this initiative was the introduction of a highly manageable meeting scheduler, seamlessly integrated into the system's calendar functionality. This tool can provide users with the capability to efficiently organize and track client visits, monitor meeting statuses, and optimize overall time effectiveness. By offering insights into individual performance metrics against broader business goals, and facilitating streamlined scheduling and management of client interactions, the solution could contribute to enhanced productivity and strategic decision-making within the specified regional context.

Impact

Work Efficiency

nticipated a 25% increase in individual work efficiency.

Business Sales

Aiming for a minimum 10% yearly increase in overall business sales.

Transparency

Focused on building transparency between employees and the company throughout different stages of the sales cycle.

Reflections

Reflecting on the project, a notable improvement could have been a more robust post-MVP plan for the Reports feature. Looking ahead, the next steps involve iterative improvements based on user feedback, expanding the tool's usage to external-facing software, and identifying opportunities for further refinement and expansion to other devices.

In summary, this project encapsulates a holistic and strategic approach to problem-solving. It served as a testament to my commitment to delivering impactful design solutions and outlines future avenues for improvement and growth. The CRM platform is not just a product; it's a transformative journey reshaping the way pharmaceutical sales teams operate.

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