Designing a client platform that boosts sales

Final Screens

Project snapshot

Product designer

Visual designer

Product launches

Major versions per project

Aktana users saw up to a

30%

sales increase

Aktana users saw up to a

30%

sales increase

Aktana users saw up to a

30%

sales increase

years as designer

The ask

Sales reps in life sciences often struggle to prioritize client visits and topics. I helped design a tool for sales managers to adjust Aktana’s engagement guidance based on market shifts and client actions.

Core challenges

Complexity of features

Quick timelines, no design research

Getting users to trust suggestions

The process

Step 1: Prioritizing & Scoping

I collaborated with the project manager and engineering leads to evaluate each feature by its impact versus the effort needed to develop it.

Step 2: Requirements mapping

I started to organize each of the requirements into buckets based on order of operation and dependencies, which I then used to construct a basic user flow.

Step 3: Wireframes

With all the requirements settled, I drafted the user flow and wireframes, ensuring that the design aligned with the business strategy. I then did a little research to validate the flow before starting development. This process also enabled me to identify user interface elements that could simplify the design.

Early versions & testing

Due to time and resource constraints, I conducted most of the testing internally. However, after testing, the participants did not find it entirely clear that the factors were essentially conditional statements. For example, if certain market events occurred (trigger), then the sales team should take a specific action. I wanted to make this connection more obvious in the next version.

Simplifying complex UX

The sales team lead needed a way to say, “if event x happens, then run engagement play z.” I was essentially wrapping conditional code in UI. In the sections below, we can see (1) the first time state, where the user first needs to select the factor type. After that, (2) the user is shown additional UI based on the selected factor type. Finally, (3) shows three stacked rows of conditions with different UIs for each of the factor types. Groups of conditions could even be connected with operators for finer precision.

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Available for work

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