Confidential work
Accompanying the digital transformation.
Helping a global pharma company undergoing an organizational change to design a personalized experience for their field-force sales that maximizes their ease and adoption of the new CRM tools.
My role:
product designer & user researcher
Team structure:
2 product, 1 business, 1 visual designers
Project timeline:
3 months (year 2023)
The process
We analyzed the new CRM digital tools being introduced, interviewed the field force in Italy and Germany, and observed how they work by following them in their day-to-day activity. Co-creating with them and the client team, we generated concrete recommendations for improvement.
The outcome
We crafted a report with the research insights, the as-is journey of the field force, and low- and high-fidelity prototypes of the the highest potential recommendations.
Traveling to the next doctor during a shadowing session with a sales rep in Milan.
Clustering the information of the remote interviews to create insights to feed the product design interventions for the improvement of the new CRM tools.
My tasks
I leaded the Italian research stream. I planned and conducted the research activities, such as qualitative interviews and shadowing sessions. I designed the digital prototypes in Figma and PowerPoint and presented the research results to the client.
The challenges
Coaching a less experienced colleague in product design & user research required extra effort. By explaining the process and doing research activities together, the collaboration improved, and it ended up being a fulfilling experience.