Case study
One CRM for a field sales team
Replaced a patchwork of Monday.com boards and spreadsheets with a purpose-built CRM for 60+ specialty pharmacy sales reps.
Product Designer
Feb 2026–Oct 2026
My role
Sole product designer across an 8-month engagement, partnering with Sales, Operations, Leadership, and Engineering.
What changed
20+ screens covering accounts, providers, territories, reporting, commissions, and route planning.
Scope & context
Reps juggled disconnected tools to manage accounts, track performance, and plan provider visits.
Outcome
A unified CRM foundation built around CSI's real workflows, designed with AI-assisted tooling. In development.
Sales ran on tools that weren't built for it
CSI Pharmacy's reps tracked accounts, referrals, and provider visits across Monday.com and a handful of disconnected workflows. Leaders couldn't see territory performance without stitching reports together, and reps spent time on admin instead of relationships.
The goal: a single source of truth for 60+ reps that reduced software spend and gave leadership real visibility.
Starting from how reps actually work
I ran user interviews, stakeholder workshops, and workflow mapping with Sales and Operations, then grounded decisions in NN/g and Baymard research.
- What does a rep need before walking into a provider's office?
- What does an Area Director need to coach a struggling territory?
- Which existing steps could be removed instead of redesigned?
Making performance transparent
Referral and area dashboards surface trends, commission earnings, goal attainment, and rankings in one view, so reps can see where they stand and managers can spot coaching opportunities quickly.
Everything about an account in one place
Account and provider workspaces combine relationships, active patients, referral activity, and visit history. Slide-out panels let users review details without losing their place.
Planning the field, not the spreadsheet
Area management shows coverage and unassigned regions at a glance. The Route Planner builds visit schedules from location, availability, and referral activity, cutting admin time for reps.
Results & lessons
The platform was still in development when my engagement ended, but it set the foundation for replacing fragmented sales processes with one experience.
Pairing AI-assisted prototyping (Vercel v0, Claude, ShadCN) with research-driven decisions let us iterate on real, working screens far earlier than a traditional handoff.
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