Movers Redesign
Turning an ignored AI feature into a daily task tool for pharma sales teams
An AI feature nobody used, inside the CRM reps live in all day.
What are the Movers?
AI powered smart lists inside SupplyMover, a CRM Workd built for pharma sales teams. Each Mover flags the records a rep should act on today, like the At Risk Mover for accounts that need attention.
Who were the users?
Sales reps and sales managers who live in the CRM all day and need to know what to work on next.
What was broken?
The Movers were cluttered and inconsistent. Reps didn’t know why records showed up or what to do next, and many didn’t know the feature existed.
What did I do?
I was the lead designer and sole researcher, from discovery to developer handoff. I ran every interview and usability test and reframed what the Movers were for.
What value did it bring?
In testing, reps finished tasks 20% faster and every tester asked when it would ship. The redesign also helped book 15+ new client demos.
- Lead Product Designer
- Lead UX Researcher
- 12+ months
- Phase 1 shipped
- Rafi AlmhanaProduct Manager
- Austin HollandUI/UX Team Lead
- Jesse BrunerUI/UX Designer
- Ryan CarrollBusiness Analyst
- Figma
- Adobe XD
- Miro
- Jira
Nobody agreed on what Movers were for.
Challenge statement
The Movers weren’t failing because of the UI. They were failing because nobody, including our own team, agreed on what a Mover was.
What I found
Early in discovery, I asked the team what Movers were for. Nobody could give me a simple answer, and everyone had a different goal for them: a KPI tracker, a filter, a to do list.
In interviews, reps and managers felt the result. They struggled to prioritize, couldn’t see their KPIs in context, got lost between views, and many didn’t know the feature existed.
Three calls that turned a filter into a to do list.
The redesign at a glance
01Explain every record without adding noise
Reps didn’t trust Movers because they couldn’t see why a record was flagged. But the tables were already dense, so any explanation risked more clutter.
I tried tooltips, highlights and icons first, but they added noise and hid the reason behind a hover. So I added two dedicated columns: “Why it’s here” and “What to do next.”
In usability tests, reps finished tasks without guidance. The “What to do next” column mattered most. Users wanted direction, not just context.
02Make Movers feel like navigation, not another filter
Movers sat inside the tables, so they read as basic filters. Switching views was slow, and reps couldn’t tell which Movers would always be there.
I moved Movers above the tables as tabs, a pattern reps already knew. Static Movers always show, even when empty, so reps know they’re done. Dynamic Movers like “At Risk” only appear when records need attention.
Mapping current vs. ideal flows showed exactly where reps lost time toggling views. In testing, reps navigated the new layout without instruction.
03Protect the definition by saying no
Some Movers, like “New”, were simple yes or no flags, not tasks. Reps still needed them, but keeping them as Movers would muddy the new definition.
I turned them into stackable smart filters inside the tables, separate from Movers. That kept the definition clean: every Mover now means there’s work to do.
A clean definition made the system easy to document and extend, and reps never had to guess whether a Mover needed action.
No client funding, so I shipped it in phases.
Why phases
The Movers redesign was an internal initiative with no client funding, so dev time had to be balanced against paid client work. Waiting for one big release would have meant waiting indefinitely.
So I split the rollout into phases, each one useful on its own. That let us release an MVP quickly, gather feedback from real use, and build toward the full vision without overloading the dev team. Phase 1 shipped while I was on the team.
Faster tasks, and a feature reps actually wanted.
Phase 1 shipped, and reps finally understood what Movers were for.
I will actually choose to use this every day now. Now that I finally understand what it does.