Enter Password
Improving usability and personalization for a pharmaceutical sales enablement platform. Note: This is an ongoing project and therefore will not include any images.
March 2026~present
UX/UI Designer
Global pharmaceutical
company
Figma
Powerpoint
Product Owner
UX Designer
Copywriter
Account Team
Existing Digital Sales Products (DSPs) were primarily designed as linear presentations, making it difficult for healthcare representatives to quickly access relevant information during physician conversations. While global versions introduced more interactive features, the Japanese experience remained largely content-driven.
Challenge: How might we help healthcare representatives deliver relevant information more efficiently while maintaining pharmaceutical compliance?
As the UX designer on the project, I evaluated the current DSP experience, explored opportunities for improving usability and navigation, proposed new interaction patterns, and validated concepts through user testing with healthcare representatives.
Before proposing new features, I reviewed existing Japanese and global DSPs, collaborated with developers to understand technical constraints, and analyzed internal design guidelines.
Research Areas:
Japanese DSPs: Identified navigation pain points and opportunities for improvement.
Global DSPs: Explored interaction patterns suitable for the Japanese market.
Technical feasibility: Prioritized concepts that could realistically be implemented.
Design guidelines: Reviewed reusable patterns and approved interaction models.
1. A linear, content-heavy experience increased cognitive load
Existing Japanese DSPs often followed a traditional presentation format, requiring representatives to navigate through long sequences of pages to find relevant information.
Opportunity:
Create a more flexible experience that allows representatives to quickly access the most relevant content based on each physician interaction.
2. One DSP needed to support different conversation scenarios
Representatives may have limited time with physicians, sometimes only 15 minutes, but still need access to comprehensive medical information.
Opportunity:
Enable multiple content pathways that support different needs:
Quick overview for shorter conversations
Narrative-based journey for guided discussions
Full content access when deeper information is required
3. Existing interactions had opportunities for better information discovery
Compared to global DSPs, Japanese versions had fewer interactive elements, making complex information harder to navigate.
Opportunity:
Explore interaction patterns such as:
Expandable sections
Contextual information
Personalized content paths
Improved navigation structures
Based on the research findings, I created an interactive Figma prototype to explore alternative navigation, personalized content paths, and richer content interactions while maintaining confidentiality requirements.
The prototype explored concepts including:
Persona-based content journeys
Alternative navigation structures
Interactive elements to reduce unnecessary pages
More flexible ways to access detailed medical information
I collaborated with the Product Owner and Account team to define testing objectives and prepare a usability study with healthcare representatives.
The goal was to understand:
Could healthcare representatives intuitively navigate the experience?
Would personalized content paths better support physician conversations?
Which interactions improved usability, and which created unnecessary complexity?
Participants explored the prototype independently with minimal guidance to evaluate navigation, interaction patterns, and information discovery.
This allowed us to identify:
Where users expected information to be located
Which interactions were intuitive
Where additional explanation was needed
User feedback helped validate some concepts while challenging others.
Personalized conversation paths better supported physician discussions.
Navigation labels were refined to make content easier to discover.
Interaction patterns were simplified based on participant feedback.
The refined concept was handed off to the medical design team for continued development.
© 2026 Crystal Ma. All rights reserved.