Movers tab components
Tabs above the table, a count on every one
Turning an AI feature nobody used into a daily to do list for pharma sales reps.
An exploded diagram of the SupplyMover Clients page with the At Risk Mover selected. Three new layers lift off the page reps already used every day: Mover tabs above the table, an Insights column that says why each client is there, and a Recommended Tasks column with one next step per row. Hover a layer to highlight it, or flatten the view back into the finished screen.
Fig 1At Risk Mover in the app, exploded
ShowsWhat I added: three new pieces on top of the page reps already used every day.
Hover a layer, or tap a label
Drawing
- What are Movers?
- AI filter sets that sort a rep’s clients and point them to their next task.
- Who uses them?
- Pharma sales reps and their managers, inside SupplyMover, the CRM Workd built for them.
- What was wrong?
- Almost nobody used them. Reps didn’t get what they were, so they didn’t trust them.
- What I did
- Ran the research and led the redesign, from the first interview to dev handoff.
ProjectMovers redesign
ProductSupplyMover CRM
My roleLead designer, sole researcher
TeamPM, business analyst, 2 designers
Timeline8+ months
StatusPhase 1 shipped
What testing showed~20% faster tasks80% wanted it now15+ client demos
Reps ignored the Movers. And inside the company, we couldn’t even agree on what they were for.
A diagram of the two problems behind the Movers redesign. First, pharma sales reps did not understand what the Movers were, so they did not trust or use them. That led to the second: the internal team could not agree on what the Movers were for. The problems were found in that order and fixed in reverse, by aligning the team first and then winning the reps over.
Two problemsOne led to the other
01UsersReps didn’t get what the Movers were, so they didn’t trust them or use them
02TeamOur own team couldn’t agree on what they were for
Found in that orderFixed in reverse: get the team on the same page, then win the reps over
Problem 01 · Reps didn’t trust itReps didn’t get the Movers, so they didn’t use them
I talked to reps at different clients. Most didn’t know what the Movers were. The few who did liked them, just not enough to change how they already worked.
It started simple: almost nobody used the Movers. So I talked to reps at different clients and asked why.
Most of them didn’t know what the Movers were, or what they were supposed to help with. The few who did get it liked them, just not enough to change how they already worked.
FROM THE INTERVIEWSReps were still using pen and paper, writing notes to themselves and each other about things the Movers already tracked, like which clients they believed were at risk.
The SupplyMover Clients page before the redesign, recreated from production with sample data. The Movers sit as a row of chips inside the table card. Three callouts mark the problems: the chips looked like buttons so reps avoided clicking them, nothing explained why a client was in a Mover, and nothing said what to do next.
Fig 3What reps saw, the old Clients page
ShowsThe old page, three problems in a loop.
Recreated from production, sample data
A side by side comparison of a sales rep's paper notes and the Movers in the app. Reps tracked by hand which clients needed a call, while the app had already flagged the same clients, such as Lakeview Pharmacy ordering every 34 days with 41 days since the last order, and offered the next step. Paper goes stale the moment it is written; the Movers update themselves.
Fig 2bPaper vs. the Movers
ShowsReps tracked by hand what the app already knew. Paper goes stale. Movers update themselves.
How reps tracked it
What the app already knew
All Clients26Contact Due23At Risk !
Lakeview PharmacyExceeds Avg. Order FrequencyOrders every 34 days, it’s been 41
Cedar Ridge DrugMissing Monthly OrderOrders the 1st Thursday, none this month
Main Street RxMissed CallMissed the 3/7 call, no follow up yet
The gap
Same clients on both sides. On paper, the rep guesses who’s at risk, and the note is out of date the moment it’s written. In the app, the Movers had already flagged them, said why, and offered the next step. The data was never the problem. Reps just didn’t trust it yet.
Notepad is an illustration, sample dataSame clients, both sides
A chart from user interviews with pharma sales reps across clients, showing the habit line: the bar a tool has to clear before reps change how they work. The original Movers were helpful but sat below that line, so reps kept their old routine.
Fig 2What reps told me
ShowsThe habit line: the bar a tool has to clear before reps change how they work. The Movers sat under it.
User interviews across clientsHelping isn’t enough. It has to clear the habit line.
INSIGHTA feature can make someone’s day better and still get ignored. It has to be better by enough to be worth breaking a habit. If it isn’t, people stick with what they know.
It all came back to one thing: reps didn’t understand how the Movers worked. And the screen didn’t help.
Deep dive: who used it
The Movers mainly targeted sales reps and managers in pharmaceutical distribution, but other clients like GRV adopted them too, on a customized CRM for RV sales and maintenance. They were also meant to set the CRM apart from Salesforce and HubSpot. Instead, they caused confusion.
How I solved itShow reps the data behind each Mover and give them one clear next step (the row anatomy), then help them make it a habit (onboarding, training and demos). But first I had to figure out what the Movers were actually for.
Problem 02 · The team didn’t agreeOur own team couldn’t agree on what they were for
Then I asked our own team, product, leadership and design, what the Movers were for. Everyone gave me a different answer.
If reps couldn’t tell what the Movers were for, I wanted to know what we thought they were for. I was on the team that built the first version, so I went back to all of us, product, leadership and design, and asked what problem it was supposed to solve. Everyone gave me a different answer. A way to track numbers. A filter. A to do list. We weren’t even calling it the same thing.
A diagram of team alignment on the Movers. Asking product, leadership and design what the Movers were for produced three different answers with three different names. The diagram shows them merging into one shared sentence that defined the feature.
Fig 4Alignment
ShowsAsk us what the Movers were for and you got three answers. One sentence replaced all of them.
Three answers, three names, one sentence out
How I fixed it: one sentence, no buzzwords
So I got everyone in a room with one rule: describe it in one sentence, no buzzwords. We landed on a to do list first, a way to track numbers second.
I got product, leadership and design in a room with one rule: describe the feature in one sentence, no buzzwords. Forcing it down that small is what gave us our answer: the Movers are a to do list first, and a way to track numbers second.
A brainstorm sketch redrawn with real components. One client sat in three different Movers at once with no reason given for any of them. Each question a rep would ask about that client became a design decision in the redesign.
BrainstormOne client, three Movers, three answers
ShowsThe same client sat in three Movers with no reason why. Each question reps asked became a design call.
Redrawn from my brainstorm sketch, built from real componentsEach question became a design call
Q.01The question we designed around
What would make reps use the Movers first thing every morning?
Two changes that turned a filter into a to do list.
A summary of the Movers case study. Each problem is paired with the change made and the result: reps could not tell why a client was in a Mover, so an Insights column now explains it on every row instead of behind a hover icon; reps did not know what to do next, so Recommended Tasks gives one button per row, like Call Client.
TLDRWhat was wrong, what I did, what happened
01a
Reps couldn’t tell why a client was there. I added an Insights column that says why, in plain words.
Reps trusted itMore detailsBefore
NameTotal Rev
Lakeview PharmacyGrand Rapids, MI7165.65i
Cedar Ridge DrugAnn Arbor, MI41450.61i
Why it’s here: hidden behind an icon, one row at a time
After
NameInsights · why it’s here
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyOrders every 34 days, it’s been 41
Cedar Ridge DrugAnn Arbor, MIMissing Monthly OrderOrders the 1st Thursday, none this month
Why it’s here: on every row, no hovering
01b
Reps didn’t know what to do next. I added Recommended Tasks, one button per row.
About 20% fasterMore detailsBefore
NameInsightsNext step
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyNone
Main Street RxKalamazoo, MIMissed CallNone
Reps knew why, then had to guess what to do
After
NameInsightsRecommended Tasks
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyCall Client•••
Main Street RxKalamazoo, MIMissed CallCall Client•••
One clear next step, right on the row
01c
Reps took the Movers for action buttons, so I moved them up into tabs, which read as a view, not an action.
No help neededMore detailsBefore
ClientsSearch clientsMore Filters 1
All0Contact Due1Suggested Sales3At Risk
NameLast SaleTotal Rev
Same look as buttons that start a form
After
All26Contact Due26Suggested23At Risk !
ClientsSearch clientsMore Filters 1
NameInsightsRecommended Tasks
Tabs switch the view, nothing to undo
01d
Even useful, it wasn’t worth changing habits for. Onboarding, training and live demos, pitched as more orders for the rep.
80% asked to ship itMore details02
The team didn’t agree on what it was for. One sentence everyone signed off on: a to do list first, numbers second.
One goal to point back toMore detailsEach row: what was wrong, then the fixRebuilt from the Movers mockups, sample data
Earning reps’ trustShow your work, then tell them what to do
Reps didn’t trust what they couldn’t see. So every row shows its work, then says what to do.
Later on, those suggestions were going to come from each rep’s and each client’s history: when a client orders most, when calls go best, what they usually buy and what you could sell them next.
An annotated At Risk row from the redesigned Clients table, read left to right. First the real data the Mover is based on, then the Insight that explains what the data means, then one Recommended Task. Data plus explanation builds trust, and the task gives a clear next step. A Phase 3 sample shows a task suggested from the client's history, such as the best time to call.
Fig 5One row, read left to right
ShowsHow one row earns trust: show the real data, explain it, then give one clear next step.
01 · The dataReal data reps can understand, swapped in per Mover
The numbers each Mover is based on, so reps can check them.
02 · What it meansExplaining what the data is showing
Why this client is in this Mover.
03 · What to doOne next step
What the data says to do.
01 + 02 = TrustReps can see how it works
03 = Next stepReps know what to do next
Phase 3 · Based on this client’s historySample
When
Call on the 1st Thursday, around 10am
Why
That’s when they order most, and when calls go best
What to say
Start with their usual refill, then pitch the new generic
Row from the Figma rebuild, history card is sample dataSame data reps already had, explained for them
THE IDEANone of this was new data. We just pulled together what reps already had, so they could spend less time digging through numbers and more time actually selling.
How a client ends up in a Mover
To show our work, I had to know exactly how each Mover decided who goes in it. They didn’t all work the same way. Some were a simple yes or no. Some checked a few rules. At Risk used AI to weigh a bunch of signals.
A diagram of the three levels of logic that decide which clients go in a Mover. Level 1 is a yes or no check on one field, like Previously Purchased, and these became filters. Level 2 checks a few rules, such as time since last contact or a quiet busy season, like Contact Due. Level 3 is an AI score that compares many signals. The same data also picks the next step.
Mover logicThree levels, simple to complex
ShowsHow each kind of Mover decides who goes in it, and how the same data picks the next step.
Level 1
Yes or no
Checks one thing on the record.
Bought this before?Yes → in the Mover
LikePreviously Purchased, New
These turned into filters, since they weren’t really tasks.
Level 2
A few rules
Checks a handful of rules. If one or more hit, the client goes in.
Longer than usual since you last talkedPast the check in time your manager set, like 30 daysIt’s their busy season and they’ve gone quietAny hit → in the Mover
LikeContact Due
Seasons mattered. Some clients buy way more at one time of year.
Level 3
An AI score
Compares lots of signals to what’s normal for that client, weighs them, and adds them up. Only drops count. Doing more than usual is fine.
Buying
Order rhythm
Activity
Contact
Way belowAbove is fine
Score past the line → At Risk
LikeAt Risk
What counts as risky is different for every client. That’s why paper notes couldn’t keep up.
Then, for every clientThe same data writes the Insight, why they’re here, and picks the Recommended Task. Most of the time that’s: contact them first.
Blue band: that client’s normal. Red: way below it. Above never countsSample signals
A
Explain every client without cluttering the table.
Tooltips and icons hid the reason until you hovered, so I gave every row two columns: Insights, for why it’s here, and Recommended Tasks, for what to do next.
A before and after of the Clients table. Before, the reason a client was in a Mover hid in a hover tooltip, one row at a time and only if reps knew to hover. After, every row shows an Insight, such as Missing Monthly Order, and a Recommended Task button like Call Client.
Fig 6bHidden on hover vs. always on the row
ShowsOne icon at a time vs. every row at once.
Before · hover to find out
NameLast SaleTotal Rev
Lakeview PharmacyGrand Rapids, MI1/11/247165.65iExceeds Avg. Order FrequencyOrders every 34 days, it’s been 41
Cedar Ridge DrugAnn Arbor, MI1/11/2441450.61i
Main Street RxKalamazoo, MI1/11/248274.92i
1 row at a time, and only if you know to hover
After · Insights and Recommended Tasks
NameInsights · why it’s hereRecommended Tasks
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyOrders every 34 days, it’s been 41
Cedar Ridge DrugAnn Arbor, MIMissing Monthly OrderOrders the 1st Thursday, none this month
Main Street RxKalamazoo, MIMissed CallMissed the 3/7 call, no follow up yet
Every row at once, no hovering
Rebuilt from the Movers mockups, sample dataWhy, then what next
The Clients table with the Suggested Sales Mover selected, rebuilt from the Movers mockups with sample data. Each row has an Insights column saying why the client is there and a Recommended Tasks column with one action, like Call Client or Log a Visit.
Fig 6
ShowsThe two new columns: why the client is here, and what to do about it.
Rebuilt from the Movers mockups, sample dataInsights: the reason each client is here
TESTEDReps finished tasks on their own. Recommended Tasks mattered most: reps wanted to be told what to do, not just why.
Deep dive: why two columns
Showing the data wasn’t enough on its own. Even when reps understood why a client was there, they didn’t know what to do with it, so they got stuck. To do apps pair every item with an action, so I added an action column next to it. Its name changed depending on the table, and I landed on Recommended Tasks because reps got it right away. Testing showed the two together made reps clearer and more confident.
B
Real work becomes a tab. Yes or no flags become filters.
Reps didn’t click the Movers in case they couldn’t undo it. So I moved them above the table as tabs, a pattern that reads as switching a view, clear enough that even a new rep with no training can tell. Some tabs always show, even at zero, so reps know they’re done. Others, like At Risk, only show up when there’s something to deal with.
WHAT I LEARNEDPeople bring the patterns they’ve been trained on. If it looks like a button, they treat it like one, so a new feature has to look different on purpose.
A before and after of where the Movers live. Before, they were chips inside the Clients table card. After, they are tabs above the table, a pattern reps already knew, with a count on each tab.
Fig 7From inside the table to tabs above it
ShowsThe Movers moved out of the table and became tabs above it, a pattern reps already knew.
Before · inside the table card![Before: the Movers as chips inside the Clients table card.]()
After · tabs above the table![After: the Movers as tabs above the Clients table.]()
From the Movers mockupsSame Movers, new home
An interactive demo of static and dynamic Movers on the Clients page. Static Movers, like Contact Due, always show, even at zero. Dynamic Movers, like At Risk, only appear when their conditions are met. Flip the switch to watch the At Risk tab appear and disappear.
Fig 8Always on vs. only when needed, try it
ShowsFlip the switch and watch At Risk show up, then leave. Try it.
Tap a tab, or flip the switch
TESTEDReps found their way around without help.
Deep dive: where the pattern came from
When I looked at other CRMs, I kept seeing groups of tasks shown above the table as tabs or quick filters. I borrowed that so reps felt at home, while the Movers still felt like their own thing.
Saying no to keep it simple
Five Movers on the Shop page, Suggested, Popular, New, Short Date and Previously Purchased, were just yes or no labels, not tasks. I turned all five into quick filters inside the table. Now every Mover means there’s work to do, and the whole thing stays easy to explain and build on.
The Shop page, where the yes or no Movers stopped acting like tasks and became smart filters on the product table, from the Movers mockups.
Fig 9Shop page, Movers to filters
ShowsOn the Shop page, the yes or no Movers stopped pretending to be tasks and became filters.
From the Movers mockupsShop Movers
Putting it togetherA rep’s day, before and after
From logging in to done. Before, reps had to guess where to start, and most went back to paper. After, the data decides: At Risk shows up first when it matters, and Contact Due is always there.
An animated walkthrough of a sales rep's day, before and after the redesign. Before: log in, face one long client list with nothing saying where to start, fall back to paper notes and guess who to call. After: Mover tabs with counts, At Risk shows up first when someone is in it, each row explains why, and one tap completes the task while the count drops to zero.
Rep flow
ShowsAfter: the data decides where reps start, and the system does the sorting for them.
SupplyMoveranna.smith@workd.com••••••••••Sign in
ClientsSearch clientsClient Name: A to Z
ClientSales RepRevenue 90 Day
Lakeview PharmacyGrand Rapids, MIMaria Lopez$149,951
Cedar Ridge DrugAnn Arbor, MIMaria Lopez$181,517
Northside ApothecaryFlint, MIJordan Lee$145,611
Harbor Point PharmacyTraverse City, MIJordan Lee$98,240
Main Street RxKalamazoo, MIMaria Lopez$74,102
Riverbend PharmacyLansing, MIJordan Lee$66,930
Oak Park PharmacyLansing, MIDev Patel$61,488
ClientsSearch clients
All0Contact Due1Suggested Sales3At Risk
ClientSales RepRevenue 90 Day
Lakeview PharmacyGrand Rapids, MIMaria Lopez$149,951
who to call?? (Tues)Lakeview, orders way down?Cedar Ridge, no order this monthMain St, last talk 6 wks?
who to call?? (Tues)Lakeview, orders way down?Cedar Ridge, no order this monthMain St, last talk 6 wks?this one? or this one?
Clients
All0Contact Due1Suggested Sales3At Risk
ClientSales RepRevenue 90 Day
Lakeview PharmacyGrand Rapids, MIMaria Lopez$149,951
Cedar Ridge DrugAnn Arbor, MIMaria Lopez$181,517
Lakeview Pharmacy2140 Lakeview Ave, Grand Rapids
HistoryOrdersNotesFiles
Invoice · 3/2 · $4,210Call · 2/14 · left voicemailInvoice · 1/28 · $3,980Visit · 1/9 · sampled new genericInvoice · 12/30 · $4,105Call · 12/12 · reorder reminderInvoice · 11/26 · $4,400Invoice · 10/24 · $4,010
Calling Lakeview Pharmacy(616) 555-0142 · 00:42
Lakeview, called Thurs, follow up?
Contact DueLakeview Pharmacy
Suggested SalesLakeview Pharmacy
At RiskLakeview Pharmacy
All26Contact Due26Suggested3At Risk !
ClientsSearch clients
NameInsights
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order Frequency
Cedar Ridge DrugAnn Arbor, MIMissing Monthly Order
All26Contact Due26Suggested3At Risk !
Clients
NameInsights
All26Contact Due26Suggested3At Risk !
NameInsightsRecommended Tasks
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyOrders every 34 days, it’s been 41Call Client
Main Street RxKalamazoo, MIMissed CallMissed the 3/7 callCall Client
All26Contact Due26Suggested
NameInsightsRecommended Tasks
Oak Park PharmacyLansing, MIPast Usual RhythmTalks every 2 weeks, it’s been 3Call Client
NameInsightsRecommended Tasks
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyOrders every 34 days, it’s been 41Call Client
NameInsightsRecommended Tasks
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyCall Client✓ Called
At Risk 3210
Each finished task drops the count0All caught up on At RiskZero means done. Move to the next tab.
Contact Due 26yes or no check
Suggested 26a few rules
At Risk 3AI score
NameInsightsRecommended Tasks
Lakeview PharmacyGrand Rapids, MIExceeds Avg. Order FrequencyCall Client
NameInsightsRecommended Tasks
Lakeview PharmacyCalled · loggedExceeds Avg. Order Frequency✓ Called
Main Street RxKalamazoo, MIMissed CallCall Client
Log in
Click any step in the flow to hold it
Before0/13 steps · 0 guesses
- 01Log inOpens SupplyMover
- 02Clients pageOne long table, nothing on top
- 03Who do I call first?GuessNothing on screen says
- 04Dig out paper notesExtra workWho’s at risk, who’s due
- 05Are these notes still right?GuessRisk changes. Paper doesn’t.
- 06Try the Movers filterBuried inside the table
- 07Same client, three listsExtra workNo reason given
- 08Why is this client here?GuessStill no idea
- 09Open the client recordExtra workLeave the list, dig through history
- 10What do I do now?GuessCall? Visit? Note?
- 11Guess, and callExtra workBased on memory
- 12Write it down on paperExtra workSo you remember tomorrow
- 13Back to the long tableAnd start over
After6 steps · 0 guesses
- 01Log inOpens SupplyMover
- 02Clients pageMover tabs on top, each with a count
- 03At Risk tab firstData decidesOnly shows when someone’s in it
- 04Read the rowThe data, plus why they’re in it
- 05Hit the next stepData decidesCall Client, one tap
- 06Count drops. At 0, you’re done.
- AReps tracked at risk clients by hand, and what counts as risky kept changing.
- BNo reason why a client was in a Mover, so reps had to leave the list to find out.
- CEvery call ended back on paper, not in the app.
- ANo more paper notes. The lists live right on the page.
- BAt Risk only shows when someone’s in it, so it never sits empty.
- CZero means done. Reps know when to stop.
- DSorts with a yes or no check, a few rules, or an AI score.
What the rep does What the system does Where it went wrongAfter · the redesign
No client funding, so I shipped it in phases.
Dev time had to compete with paid client work, so I designed the whole thing first, then split it into phases that each worked on their own. Phase 1 shipped while I was on the team.
The project ran long enough that other work started changing it. The Shop Update was a separate project, but it touched the same tables, so I worked its changes into the Movers plan instead of fighting them. Every phase, and every project that overlapped, pointed at the same long term goal.
The finished screens of the Movers rollout, phase by phase. Phase 1 shipped Movers as tabs and Insights columns on the Clients and Shop tables. Phase 2, planned, adds Recommended Tasks and quick filters to all tables. Phase 3, planned, adds Mover tags on client detail pages and explains why each task is suggested.
Fig 10Rollout, phase by phase
ShowsWhat shipped, what was planned, and the screens for each. Pick a phase.
Clients pageNew this phase
Movers as tabs
Insights
Recommended Tasks
Shop pageNew this phaseSame patterns, another table
Comes in Phase 2
Client page headerNew this phaseMover tags follow the client
Comes in Phase 3
Why this taskNew this phaseEach suggestion explains itself
Based on this client’s historySample
When
Call on the 1st Thursday, around 10am
Why
That’s when they order most, and when calls go best
What to say
Start with their usual refill, then pitch the new generic
Call ClientSuggested because it worked the last 4 times
Comes in Phase 3
Rebuilt from the Movers mockups, sample dataClick a screen to see it full size
Solid: shipped. Dashed: plannedGreyed screens come in a later phase
Phase 1 of the Movers redesign as it shipped, recreated from the Phase 1 plan rather than a screenshot of the live app. The Clients table has Movers as tabs and the Insights column. Recommended Tasks came later, in Phase 2.
Fig 10bPhase 1 as it shipped, recreated
ShowsWhat reps got first: tabs and the Insights column. Tasks came in Phase 2.
Rebuilt from the Phase 1 plan, not a screenshot of the live appRecommended Tasks came in Phase 2
The Shop page after a separate Shop Update project, carrying the Movers patterns through. It has Movers tabs for All Items, At Risk and Suggested, a row of smart filter chips, and a product table with Projected Order, amount trends, an Insights column and Add to cart.
Fig 11The Shop page after the Shop Update
ShowsA separate project changed the same table, and the Movers patterns carried through it.
Two projects, one tableMovers tabs, from the Movers project
Deep dive: where it was headed
Phase 3 added more AI. For each suggested task, it would look at what worked before and explain why it’s suggesting that, so reps could trust it before acting on it.
A before and after of the client record header for A and B Pharmacy. Before, the record gave no sign of which Movers the client belonged to. After, Mover tags such as At Risk and Contact Due show by priority, with a +2 dropdown for the rest.
Deep diveKeeping Mover context on detail pages
Rebuilt from the Movers mockupsPhase 3
Deep dive: Mover tags
Reps could open a client from a Mover and lose track of which Movers it was in. Testing showed exactly where that broke, so I added tags at the top of the client page, most important first.
New pieces for the design system
When I handed it off, I wrote up every new piece and added it to the design system so other teams could use it too.
The Movers components added to the Workd Design System 1.0 so other teams could build with them: the Mover tab bar with counts, the Insights and Recommended Tasks table columns, Mover tags for record details, quick filter chips, static and dynamic Mover tab states, and the task menu with actions like Call Client and Log a visit.
Fig 12Movers parts, added to Workd Design System 1.0
ShowsEvery new piece went into the design system so other teams could build with it.
New table columns
Insights says why, Recommended Tasks says what next
Mover tags in record details
The record remembers which Movers it is in
Quick filters
Yes or no Movers live inside the table
Static and dynamic Mover states
Static shows at 0, dynamic only when needed
Rules for the task buttons
One task up front, the rest one tap away
Pieces from the Figma rebuild · click one to see the real doc pageThe DS case study
Making it worth switching toGetting reps over the habit line
Shipping it wasn’t enough. Reps had to feel the difference, so we did onboarding in the app, training, and live demos using each rep’s own clients. I pitched it the way reps think: more orders, more often, more money.
A better feature still had to beat the habit line from the interviews. Shipping it wasn’t enough, reps had to feel the difference. So we did onboarding in the app, trained reps on how the Movers work, and ran live demos using each rep’s own clients.
I pitched it the way reps think about it: the Movers show you the calls most likely to turn into orders, which means more orders, more often, and more money at the end of the day. Using them makes your day easier. Skipping them means doing by hand what the tool already did for you.
A chart showing how three pushes, onboarding, training and live demos, moved pharma sales reps past the habit line from the interviews, from useful but not enough to switch to part of the daily routine.
Fig 13Getting over the habit line
ShowsThree pushes, onboarding, training and live demos, moved reps past the habit line.
The habit line from the rep interviewsUseful, but not enough to switch
Faster tasks, and a feature reps actually wanted.
Remember the habit line? The same kind of reps who used to ignore the Movers asked for this to ship right away.
~20%faster at the same task
80%of testers wanted it shipped now
15+client demos booked off the redesign
A chart of minutes per rep on the same task, before and after the redesign. Tenured and new reps alike finished about 20% faster after the change.
Fig 14Same task, minutes per rep
ShowsTenured or new, reps finished the same task about 20% faster.
Before: how long reps took in testingAfter: the same range, about 20% faster
LONG TERMTimes varied a lot depending on how long a rep had been around, but overall they dropped. We also started tracking it in Datadog to see the long term effect, but that data came in after I moved on.
In a rep’s wordsI will actually choose to use this every day now. Now that I finally understand what it does.
Sales rep at QCP, usability session
What I’d carry into the next project.
RevLessonWhat happened, and what I’d do next time
R1
Align on the definition before the design.
The biggest win wasn’t a screen. It was getting everyone to agree on what the Movers were for. Once that was settled, design decisions got easy to make and easy to defend.
R2
Map out how everything connects first.
There was no shared map of the product, so I figured out how the Movers connected to everything else as I went. Next time I’d start with that map, and keep it updated so other projects could use it too.
R3
Decide how to measure it before launch.
I moved to other projects before we could track how Phase 1 did in the real app. Next time I’d decide what success looks like before release, so the results don’t depend on me still being there.
That’s the short of it
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The deep dive has the research, the ideas I tried, every round of testing and the design system work.
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Next stop
NowThen