Field Sales Productivity Suite

Modular mobile tools for sales planning, engagement, and coaching that consolidated fragmented legacy workflows.
Industry
Pharma
Role
Design Strategist, Research Lead, Design Lead
Client
AstraZeneca
Year
2018–2019
Challenge
AZ’s field teams were stuck in a maze of disconnected tools (Veeva, MATRIX, CustHub, DAL, Concur, etc.) that added minutes to every call and hours to every week. Reps didn’t trust the data, sync times blew up plans, and critical workflows like coaching, sample accountability, and post‑call reporting splintered across apps. The result: lost selling time and an iPad that felt like a burden instead of a multiplier because none of their tools were designed for mobile.
Approach
I led ride‑alongs and interviews with PSSs (Pharma Sales Specialists) and their DSMs (District Sales Managers) and across the U.S., mapped current‑state journeys, and ran participatory workshops to define a modular mobile ecosystem—purpose‑built apps that work together instead of a single monolith. We designed for iPad, offline resilience, and rapid task completion, and built a componentized UI library so patterns stayed consistent while roles got what they needed.
Outcomes
We replaced fragmentation with a coherent, mobile‑first suite of 3 bespoke apps that recovered time at every step. Internal adoption climbed as trust and performance improved, and the roadmap aligned previously siloed groups. Once implemented, the time savings added up to ~1.3M hours per year returned to the field—time that went back into better prepared customer calls and more insightful coaching conversations.
Field Sales Force
3000+ reps
Annual Time Recovered
1.3M hours
Key Activities

• Workshop facilitation

• Ecosystem audit

• Design system creation

• Data-heavy integration with multiple monolithic backend data warehouses

• Streamlined, mobile-first workflow with offline resiliency

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