Problem
Leave-behind marketing materials are generic and stale
Pharmaceutical brands are losing sales due to a lack of continued engagement from healthcare providers (HCPs) after meeting with a sales representative.
What’s fueling this project?
Market opportunity
There isn't a solution for sharing personalized content that easily translates to the existing sales methods and software.
Expected outcome
Increased client commitment
With a new interface that relies on Storysoft content, we aim to have large contracts with more Stories per brand.
What we want to accomplish
Deliverables
Two interfaces, one product
Create a web-based application for use on multiple devices and an interface to integrate with existing CRM software (Veeva).
UI/UX plan
An adaptable framework
Elements need to be interchangeable to accommodate brand guidelines as well as integrate within the software layout.
KPI 1
Adoption by current clients
The rep solution will be introduced to existing clients at first to gauge commitment.
KPI 2
Positive rep feedback
Sales reps will have the most time spent with this product, so their feedback is invaluable.
KPI 3
Seamless integration
As the rep solution will be integrated in the existing CRM, technical bugs and issues have high priority.
Design approach
Ideation
Sketches
I started with sketches to begin visualizing the layout options, considering content selection, branded elements, possible instructions, and the balance of visuals and copy.
Iteration
Dialing in a layout with wireframes
After review, I quickly converted sketches into wireframes that were reviewed for usability and feature set.
Creating interactivity
Adjustments & prototypes
After review, a general direction was chosen to evolve from wireframe to prototype for each corresponding interface.
Testing the interfaces
Functionality review
Feedback sessions were used to test both interfaces, common workflows, and usability before making final adjustments.
Dev handoff
Annotated prototypes
I communicated detailed specs to hand-off to the development team for initial testing in sandbox environments.
Sketches for both the web app and Veeva integration
Veeva integration wireframes
Web app wireframes
Veeva Integration
Web app
How'd it go?
We had lots of takeaways & learnings
The solution wasn't an immediate hit. After the first group of clients signed on, we got lots of feedback and shorter contracts than expected. The next step for us is to use this version to gather data and form a case study that can be presented to clients as a selling point.
An update
2026
The updated rep solution is still a product used by long term clients across multiple brands.
What did we learn?
Software > web app
Integrating into the existing sales software made the product more accessible and had more use than the web app.
Stakeholder value
Reps were very excited about the product, however, there was resistance from budget holders who couldn’t fully see the value over current processes.