From no product direction to an evidence-backed MVP
The challenge
A global pharma leader's breast and gynecological cancer franchise had merged its sales, account and medical field roles into a single new Partner role, holding both medical and commercial conversations with doctors. The content to support those conversations existed, but it was scattered across many tools. Partners needed it in one place, personalized and fast, in time-pressed meetings and follow-ups. One market had already launched a single tool, and adoption failed on slow, convoluted navigation. The global team needed to define one MVP before building on a new enterprise platform, with success measured by uptake across markets, platform integration and sales performance.
Listen and envision
Every direction, flow and feature traced back to what Partners in eight markets said about how they really work, and where their current tools let them down. Working from those interviews and a discovery session with the platform team, I distilled their core needs into six experience principles to ground the product concepts, with the patient journey at the center of every decision.
The insight:
Partners didn't need more content. They needed the right content for the person in front of them, in seconds, without breaking the conversation.
Design the strategy
I designed four product concepts, each a distinct answer to the same patient journey: organized by stakeholder, by meeting, by search, or by AI-driven recommendations. Each came with real-world scenarios, wireframes and user flows traced back to the research. Then I designed and ran a cross-functional workshop with 10+ global and market leaders. They prioritized features and content, tested each concept against real scenarios and challenged them in their own words. After synthesizing their input, I scored each concept on its fitness for the MVP and presented a final recommendation the room was already aligned on. I was voicing back their own thinking, made structured and visual through a set of decision dashboards.
Make it real
Concept wireframes, user flows and scenarios for every approach
Visual dashboards scoring each concept's fitness for the MVP
A roadmap from decision to interactive prototype to a pilot in three markets
What changed
- Leaders aligned on one concept for the MVP, with the strongest features of two others folded in.
- AI-driven recommendations were valued but moved to the roadmap until there was enough data to support them.
- Scope narrowed to a core set of pre-approved content, reducing localization effort and regulatory risk across markets.
- A clear path from decision to interactive prototype to pilot, with three markets identified.