Life sciences cloud software (DataMAx, SalesIQ, CustomerIQ, InsightsMAx): enterprise SaaS for pharma commercial operations.
Designed the UX for DataMAx from early concept; the dashboard and workflow experience helped it capture significant market share among major pharma clients.
Challenge: No dedicated UX function at a growing life-sciences SaaS company
Solution: As the first UX hire, introduced research, wireframing, and prototyping and scaled design capabilities as the company expanded into new products.
A flagship platform whose dashboard and workflow UX helped it perform with major pharma clients.
At a glance
My role
Joined Axtria as its first dedicated UX/UI Designer
Timeline
Apr 2015 to Dec 2022
Life sciences / commercial data
Key decision
Organise screens around what the analyst needs to do.
Evidence on this page
2 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.
DataMAx is a cloud based commercial data management platform for life sciences. I joined Axtria as its first dedicated UX and UI designer and designed the product from early concept, while also building the company's design practice.
Commercial operations teams work with large data sets where mistakes are costly.
There was no established UX practice to build on.
Data loads, checks and reviews involve many steps and roles.
// Strategy
KPIs are what the product is built to move. They are targets until a measured result is shown.
A dashboard and workflow experience that makes complex commercial data manageable for pharma teams.
| Business problem | Product capability | KPI | Intended outcome |
|---|---|---|---|
| Overwhelming data views | Clear dashboards | Task completion time | Confident users |
| No UX practice | Research, wireframes, prototypes | Design adopted by product teams | Design led development |
| Opaque workflows | Step by step workflow with status | Errors caught early | Trusted data |
// Users
Provisional personas, derived from the workflow and the roles involved. They are not interview findings.
Load, check and release data accurately
Keep deliveries on time
Trust the numbers
// Capabilities
A capability map of what the product is designed to do. It describes design scope, not a feature audit.
Bring in commercial data from several sources.
Spot errors and gaps before data is released.
See each delivery's status and owner.
Summaries of data health and delivery progress.
Notify teams when something needs attention.
Different views for analysts, leads and stakeholders.
Trace where numbers came from.
Browser based platform for distributed teams.
// Scenarios
An analyst loads new data, sees two failed checks and fixes them before release.
A data operations lead scans the dashboard and sees one delivery at risk.
A stakeholder traces a number back to its source in a few clicks.
// Process
Stage 01 of 5
Introduced user research, wireframing and prototyping where none existed.
// 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 DataMAx. These are the company's claims, not results I measured.
DataMAx is presented as a data management platform with a business rules management system (BRMS).
Source ↗It includes a data quality engine and a GenAI copilot to help users work with rules and data.
Source ↗Rules and requirements are captured as reusable definitions so business users can read what a rule does.
Source ↗// Outcomes
The dashboard and workflow experience helped DataMAx perform strongly with major pharma clients.
Established the company's design function and scaled design capability across new products.
// Leadership
// What I did
// What is next
// What I learned
Building the practice and the product together taught me to earn trust with one small prototype at a time.
UX and design system for Skywalk Consultant's AI recruitment platform. n8n workflows screen and route candidates, and a command center lets recruiters see, check and override every AI decision.
Seven n8n builds on one hub: a portfolio chat assistant, an interview-prep web app, a daily design digest, inbox triage, a morning briefing, two chat agents and a Claude to Gemini image pipeline. Results land in Discord, Telegram and Gmail, and most of them run every day.
I'm open to design leadership roles. Send me a note and I'll reply within two working days.