App Design
2023 - 2024
Senior Product Designer
Project Overview
Problem
Alcon is looking to improve the process of creating custom CPAK packages for their sales representatives. Currently, this process is slow and involves manual steps, like using paper catalogs and handwritten notes during meetings with doctors, which are then used to create item lists back at the office. The new system aims to speed up this process, enhance customer experience, and build stronger loyalty
Task
Design an iPad app that allows Alcon sales representatives to create custom CPAK packages and use it as a digital catalog. This app will replace the current paper-based process for configuring CPAKs
Solution
We designed and tested an MVP app with sales reps, including a 3D Proof of Concept. The app lets reps use a digital catalog during meetings, send CPAK configurations for approval, show 3D packaging visuals, manage multiple clients, and reuse previous packages as templates, speeding up the process
Dashboard
Dashboard
Bill Of Materials
Process
Stakeholder Interviews
To define requirements, create an MVP, and plan the design and development timeline, we held numerous calls with key stakeholders. We also thoroughly studied the current workflow of sales reps and the CPAK creation and approval process
Planning and MVP definition
We divided the product development into three phases. The first phase included the key functionality of the app, based on business and user requirements, replacing paper catalogs and Excel sheets with the app
Research & Discovery
We planned user research to better understand the CPAK creation process and the challenges faced by local and regional sales reps, as well as account managers. This helped us create a process map and define user roles within the system
Plan
Interviews with users based in US
We conducted interviews with sales representatives working in the US and identified the challenges they face in the CPAK creation process
Interviews with regional sales reps
We also interviewed sales representatives working in Europe and Asia, uncovering the differences in their processes compared to US reps and identifying the key challenges they face
Proof Of Concept
Company stakeholders hypothesized that it would be easier for users to communicate with doctors if they could show the CPAK during meetings. They proposed adding 3D visualization of the packaging within the app, allowing for interactive interaction with each individual component
Research Scope
Research Presentation
Ideate
System Workflow Diagram
We conducted interviews with sales representatives working in the US and identified the challenges they face in the CPAK creation process
Wireframes & Prototypes
Based on research, processes, and stakeholder input, we developed wireframes and prototypes for stakeholder approval and further product testing
Testing
We tested the prototypes and PoC with users to gather feedback on how intuitive and easy-to-use the interface was
System Workflow Diagram
Wireframes
POC testing
POC insights
Navigation
List of quotes
The dashboard displays recently created CPAKs. Users can track their statuses and any required changes
List of Accounts (Hospitals, Clinics etc.)
Each sales representative manages several clinics and doctors for whom they create custom packages. To simplify management, we’ve added the ability to create accounts and CPAKs for these accounts
Catalog
To create a package, a catalog is used that includes not only Alcon products but also items from other vendors. Sales representatives can assemble a package from the catalog or add items to an existing CPAK
Dashboard
Accounts
Catalog
CPAK Creation
Create Pack from template
The administrator can create templates based on procedures and methodologies, which sales representatives can use to build CPAKs during meetings. This makes the assembly process faster and easier for the sales reps
Create from Skretch
Sales representatives can create a package from scratch during meetings with doctors if needed. The package will then be filled with medical items based on the doctor’s requirements
Location View (3D)
Our research revealed that displaying the package in 3D significantly simplifies the approval process with doctors, as they can see what the final product will look like. Previously, this required ordering a prototype, which was a single unit assembled during the meeting. This process took a lot of time because it had to be approved, assembled, and delivered to the hospital
Create new CPAK from template
Create new CPAK from scratch
Full CPAK view in 3D
Tray View in 3D
Zoom Item