Biopharma AI Sales Rep Tool
Helping field reps deliver personalised, data-driven interactions with doctors
The client came to us with four problems they wanted to resolve. In a workshop, we ideated around each challenge, drawing on insights to guide our thinking. For every problem, we explored possible solutions, one of which I co-developed with the team and later built into an AI-driven prototype that we presented to the client.
Project type: AI Sales Training Assistant
‍Role: UX/UI Designer (in collaboration with data scientist & client team)
‍Industry: Biopharma
Tools: Figma, FigJam, Zoom
Duration: 1 month
The Problem
Field reps entered meetings without tailored insights, making interactions with doctors less effective and less personalised. They also lacked a structured way to review performance or benchmark against peers, limiting continuous improvement.
Insights & Pain Points
The insights collected were synthesised and grouped into pain points during the ideation session.
Preparation gaps
Reps struggled to know which insights to prioritise before meetings.
Performance blind spots
No structured way to review personal performance or compare against benchmarks.
Scattered resources
Training materials and talking points were fragmented across multiple sources.
How Might We
In the same session, we explored ‘How Might We’ statements and potential design solutions.
How might we equip reps with real-time prompts to make conversations more relevant?
How might we centralise performance insights so reps can track progress over time?
How might we deliver training in-context instead of via separate, disconnected resources?
Design Decisions
Guide reps in real time →
Introduced AI-generated prompts and suggested responses.
Enable quick preparation →
Designed a single dashboard to surface key meeting insights at a glance.
Support continuous learning → Integrated contextual training within the same tool, reducing the need to switch platforms.
Process
Information Architecture
Mapped out the user journey and structured the content flow, ensuring AI training and sales support materials appeared at the most relevant touchpoints.
Interface + UI Design
Leveraged ChatGPT and competitor research to explore language, layout patterns, and user expectations—using these insights to design the initial screens with a focus on clarity, usability, and relevance to the reps’ daily workflow.
Design System
Built a flexible design system in Figma with reusable components, consistent typography, and colour guidelines to maintain visual cohesion across screens.
Prototyping
Created an interactive prototype in Figma to simulate key user flows, demonstrating how reps would access training, review past sessions, and receive real-time insights.
user journey
Once we defined the design decisions, we brainstormed design goals and features, then began mapping out the user flow.
COMPONENTS
After a few screens were defined and reviewed with the team, I began developing a small-scale design system to support the creation of additional screens.
Solution
The AI Sales Rep Tool provided reps with tailored insights, AI-driven prompts, and contextual training. By consolidating performance data and guidance into one interface, reps could prepare faster, engage more effectively with doctors, and continuously improve.
PROTOTYPE
A high-fidelity Figma prototype showcased interactions and user flows, allowing the client to validate design decisions quickly. Real-time feedback sessions helped refine both the dashboard and AI-prompting system.
Limitations
Fast-paced sprint
The project was delivered in a fast-paced sprint, with the final solution emerging from a single ideation workshop.
Timeline
We worked to a strict timeline, which meant incorporating only limited rounds of iteration and refinement.
Limited data
I had limited prior knowledge. To address this, I leveraged tools such as ChatGPT to generate realistic training questions and content for the 'Recommended Exercises'.