Resources
Design System as Value Center
Unifying the Conversation: I helped define the path towards a design system that transformed pharmaceutical sales across 12 brands on a single iPad platform. By integrating Salesforce backend with an intuitive, standarized modular front-end experience, the end solution equipped sales representatives to deliver compelling, compliant education to physicians. This year-long initiative not only created cohesion across diverse brands but delivered measurable ROI through reduced development costs, accelerated go-to-market timelines, and enhanced sales effectiveness in a highly regulated industry.
The Challenge
A pharmaceutical company was operating with multiple disconnected sales tools, each with its own unique design and user experience. This fragmentation forced sales representatives to continually relearn different interfaces for various drugs and disease states, creating inefficiencies and reducing the effectiveness of client interactions. The lack of standardization was also driving up development and maintenance costs.
Our Approach
I led the creation of a unified design framework to transform the sales ecosystem:
Comprehensive Content Mapping: Analyzed all existing sales tools to identify content types and common user flows across platforms
Unified Navigation Framework: Leveraged IVA design expertise to create a consistent interaction model that worked across all tools and brands
Enterprise Integration: Integrated the new system with Salesforce and Viva to enable consistent data tracking and performance reporting
Rapid Prototyping & Testing: Developed and tested prototypes with actual sales representatives to validate effectiveness in both brief (30-second) and extended (12-minute) healthcare provider interactions
Cross-Team Collaboration: Worked closely with creative teams to establish consistency in UI styles, text placement, and visual elements across all brand applications
Impact
Reduced Learning Curve: Sales representatives could now confidently use tools across multiple brands without extensive retraining
Enhanced HCP Engagement: Representatives gained the ability to quickly access critical information during healthcare provider meetings, significantly improving conversation quality
Substantial Cost Savings: Standardizing the design system reduced development and maintenance costs across the entire sales tool ecosystem
Improved Data Collection: Consistent integration with enterprise systems provided better analytics on tool usage and effectiveness
Scalable Framework: New brands and products could be rapidly onboarded to the system without starting from scratch
