Decision 01
Preview before commit
- Problem
- Territory changes affect many people.
- Evidence
- Nature of the domain.
- Decision
- Show the impact before applying.
- Trade-off
- Extra step.
- Validation
- Observe errors avoided in tests.
- Client
- Axtria
- Industry
- Pharma sales operations
- Timeline
- Apr 2015 to Dec 2022
- Technologies
- Wireframing, Prototyping, Workflow UX
Project Overview
Led UX for the sales planning and operations platform (SalesIQ).
Turned complex territory and segmentation workflows into an intuitive interface for pharma sales-ops teams.
My role
- User Experience Lead
- Workflow and interface design
Key Features
- Territory planning
- Segmentation workflows
Challenges & Solutions
Challenge: Complex territory and segmentation logic
Solution: An interface designed for pharma sales-ops teams, not for the data model.
Takeaways
Complex sales-ops workflows, made usable.
At a glance
My role
User Experience Lead
Timeline
Apr 2015 to Dec 2022
Pharma sales operations
Key decision
Show the impact before applying.
Evidence on this page
1 built, 0 provisional, 0 illustrative, 0 planned
Each outcome below is labeled.
// The problem
What was getting in people's way
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.
SalesIQ supports sales planning and operations for pharma teams. Territory and segmentation logic is complex, and I led UX to make it usable by sales operations teams.
Territory logic is intricate
Alignments depend on many rules and data points.
Segmentation drives decisions
Users need to understand how groups are formed and changed.
Interface shaped by the data model
Early screens reflected how data was stored, not how people work.
// Strategy
From business problem to measurable outcome
KPIs are what the product is built to move. They are targets until a measured result is shown.
An interface designed around the sales operations team's tasks instead of the data model.
| Business problem | Product capability | KPI | Intended outcome |
|---|---|---|---|
| Complex territory logic | Guided territory workflow | Task completion time | Faster planning |
| Opaque segmentation | Visible rules and previews | Rework rate | More confident changes |
| Model shaped screens | Task shaped screens | User effort | Higher usability |
Rules scattered across screenstoRules shown where decisions happen
Changes applied without previewtoPreview before commit
Data model languagetoSales operations language
// Users
Who the product is for
Provisional personas, derived from the workflow and the roles involved. They are not interview findings.
Sales operations analyst
Plan territories and segments accurately
- Rule clarity
- Preview of changes
- Bulk actions
Sales operations manager
Review and approve plans
- Summaries
- Comparisons
Field sales leader
Understand assigned territories
- Clear maps and lists
// Capabilities
What the app can do
A capability map of what the product is designed to do. It describes design scope, not a feature audit.
Territory planning
Design and adjust sales territories.
Segmentation
Group customers by defined rules.
Preview before commit
See the impact of a change before applying it.
Rule visibility
Rules appear where decisions are made.
Comparisons
Compare plan versions side by side.
Approvals
Review and approve plans.
Bulk actions
Apply changes across many records.
Field views
Clear lists and maps for sales leaders.
// Scenarios
Rebalancing
An analyst moves accounts between territories and previews the workload change first.
New segment
A manager defines a segment by rules and sees which customers fall in.
Approval
The plan is compared with last quarter and approved.
// Process
How I ran the design lifecycle
Stage 01 of 5
Understand
Map the territory and segmentation workflow with product owners and users.
// Design decisions
Problem, evidence, decision, trade-off, validation
Each decision is written the same way so the reasoning can be checked.
Decision 02
Use the user's vocabulary
- Problem
- Model terms confuse.
- Evidence
- Common SaaS issue.
- Decision
- Rename concepts to match the field.
- Trade-off
- Needs engineering alignment.
- Validation
- Terminology review with users.
Decision 03
Progressive complexity
- Problem
- Beginners and experts share the tool.
- Evidence
- Role range.
- Decision
- Simple defaults with advanced controls.
- Trade-off
- More design states.
- Validation
- Test with both types.
// Evidence from the company site
What Axtria says publicly
Source: axtria.com, checked 8 Oct 2026. Company claims, paraphrased. Not my measured results.
What Axtria says publicly about SalesIQ. These are the company's claims, not results I measured.
SalesIQ is described as a sales planning and operations platform covering territories, alignment, goals and incentives.
Source ↗A listed success story reports a rollout to 120+ reps in under three months.
Source ↗Another story reports faster insights (about 68%) and roughly 30% fewer field enquiries.
Source ↗
// Outcomes
What exists, and how sure I am
Built
Complex workflows made usable
Led UX for territory planning and segmentation workflows for pharma sales operations.
// Leadership
My contribution, what is next, what I learned
// What I did
- User experience lead
- Workflow and interface design
// What is next
- Anonymised screens and results, shared where client permission allows
// What I learned
Complex logic needs previews. When people can see what a change will do, they stop fearing the tool.
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