Designed the UX for CustomerIQ, an omnichannel engagement platform with next-best-action recommendations.
Helped commercial teams decide how and when to engage healthcare providers.
Challenge: Recommendations that commercial teams would actually use
Solution: An experience that surfaces how and when to engage healthcare providers, not a black-box score.
Omnichannel engagement UX for pharma commercial teams.
At a glance
My role
User Experience Lead
Timeline
Apr 2015 to Dec 2022
Pharma commercial
Key decision
Show the key reasons beside the action.
Evidence on this page
1 built, 0 provisional, 0 illustrative, 0 planned
Each outcome below is labeled.
// The problem
How to read this page: the outcomes marked Built are results I can stand behind. Personas, decisions and the problem framing are my design reasoning for this product and are not interview findings. Measured numbers are added only where I hold them.
CustomerIQ is an omnichannel engagement platform with machine learning driven next best action recommendations. My focus was how those recommendations are shown, explained and acted on, so commercial teams could trust them when deciding how and when to engage healthcare providers.
A suggestion with no explanation is easy to ignore.
Teams choose between several ways to reach a provider.
Users need to judge when to follow and when to override.
// Strategy
KPIs are what the product is built to move. They are targets until a measured result is shown.
Recommendations that show what to do, through which channel and why, so teams can act with confidence.
| Business problem | Product capability | KPI | Intended outcome |
|---|---|---|---|
| Ignored recommendations | Reason shown with each suggestion | Action rate | More useful AI |
| Channel choice overload | Suggested channel and timing | Time to decide | Faster engagement |
| Over or under trust | Easy override with feedback | Override rate | Better model learning |
// Users
Provisional personas, derived from the workflow and the roles involved. They are not interview findings.
Decide how and when to engage a provider
Review engagement across a team
Learn how recommendations are used
// Capabilities
A capability map of what the product is designed to do. It describes design scope, not a feature audit.
Suggested engagement for each healthcare provider.
Which channel to use and when.
Every suggestion explains why.
Act in one step or disagree with a reason.
A single view across engagement channels.
Managers see engagement across the team.
Overrides become signals to improve recommendations.
Fits the commercial team's daily process.
// Scenarios
A team member sees three suggested actions, each with channel, timing and reason.
They override one suggestion and note why. The note is stored as feedback.
A manager checks how recommendations are used across the team.
// Process
Stage 01 of 5
Learn the decision a commercial team makes and what information supports it.
// Design decisions
Each decision is written the same way so the reasoning can be checked.
Decision 01
Decision 02
Decision 03
// Evidence from the company site
Source: axtria.com, checked 8 Oct 2026. Company claims, paraphrased. Not my measured results.
What Axtria says publicly about the product I designed for. These are the company's claims, not results I measured.
CustomerIQ is positioned as a next-best-action platform: it recommends what to do, for which customer, and through which channel.
Source ↗Recommendations are scored dynamically as new customer signals arrive, so field teams see current priorities.
Source ↗Axtria's listed success story reports up to about 10% higher ROI from better targeted engagement.
Source ↗// Outcomes
Designed the experience for next best action recommendations for commercial teams.
// Leadership
// What I did
// What is next
// What I learned
The recommendation is only half the product. The explanation and the override are what make people use it.
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I'm open to design leadership roles. Send me a note and I'll reply within two working days.