Problem

Pharmacy sales associates had no efficient way to support ASO client conversations around plan changes and cost savings. Pulling together analysis required weeks of manual data collection across multiple sources, leaving clients waiting and limiting the team's ability to model options or respond to questions in real time.

Strategy

I led the design of a self-service application to give associates real-time access to performance data during client conversations. To ground the work, I authored a user research plan and conducted qualitative interviews with associates to understand their workflows, data needs, and pain points — ultimately confirming early hypotheses and sharpening the requirements. Close collaboration with stakeholders and subject-matter experts ensured the solution addressed both business and user needs.

Design

The application was designed as an evolution of an existing internal tool, auditing familiar patterns to minimize the learning curve while modernizing the experience through refined typography, color, and interactions. I used storyboards to align on key user flows, then produced wireframes and interactive prototypes in Adobe XD to communicate design intent to both stakeholders and engineering. Final deliverables included high-fidelity wireframes, interactive prototypes, research synthesis, style guidance, and code references to support accurate front-end implementation.