Client Platform Product Design for Sales Alignment
Jesse Bones
Product Design for Aktana
⛓️💥 What was broken?
Sales leaders and reps in pharma/life sciences struggled to align on goals: who to target, what campaign objective to focus on, and how to pivot when events like product launches occurred. Without a centralized dashboard, team coordination was ad‑hoc and reactive.
💸 Why it mattered:
This misalignment led to missed opportunities, inconsistent messaging to healthcare professionals, and ineffective leadership oversight.
I designed a strategic dashboard for sales leaders to track team activity, align reps on campaign goals, and quickly adapt strategies in response to market changes.
🤔 My Challenge as a Product Designer
Prioritizing impact: The MVP included a long list of features—my challenge was identifying which problems to solve first to deliver the greatest value to users and the business.
Clarifying complexity: Multiple teams, products, channels, strategies—how to present all this clearly?
Balancing flexibility and ease-of-use: Leaders needed control to pivot strategies, but reps needed simple guidance.
Early wireframing proved our workflows and UX choices, saving build time and ensuring the design delivered from day one.
💡 Ideation & Design Solutions
Phase 1: Mapping user journeys
I spoke with sales leaders to understand how they manage campaigns and sales rep workloads—then mapped pain points and actions.
Phase 2: Creating structure
I broke dashboard into clear sections:
Scope: Teams, accounts, products
Targets: Visit, email, web strategies
Engagement Factors: Visual metrics for how reps prioritize activities
This architecture aligned with their mental models.
Phase 3: Pivot controls
Introduced a “Config” panel so leaders can toggle strategies mid-campaign—adding actions based on real-time market shifts like competitor launches or regulatory changes.
I designed this Config Builder to help sales leaders guide rep actions, respond to market shifts, and stay aligned with strategic priorities.
🧪 Testing & Iteration
Prototype testing with 5 actual sales leaders:
Was the scope clear? Check.
Could they shift strategy when needed? Yes, and they said it “felt empowering.”
Iterative refinements: Adjusted language ("Visit Factors" → "Engagement Factors"), improved visual weight, and optimized flow to preview changes before saving.
I continued to refine the experience based on feedback from the team and users.
🏁 Final Solution & Features
Aligned oversight: Leaders see rep assignments, strategies, and product focus at a glance
Flexible configuration: Swap in/out targets and pivot when “outside events” occur
Clear guidance: Visual metrics tie strategies to rep activities—no guesswork
Client Testimonial
Jesse has driven the UI/UX for a number of Aktana products over the last three years, helping us deliver simple and intuitive design solutions to complex business problems. He has a great work ethic, committed to delivering quality output. He also has an open and collaborative style, allowing him to work closely with our product and engineering teams and have impact directly and quickly.—Derek Choi, Founder & CPO at Aktana
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Posted Jul 7, 2025
Designed a dynamic client platform and config tools that helped sales leaders align teams, adapt to market changes, and boost campaign efficiency and clarity.
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Timeline
Jan 6, 2014 - Jan 6, 2017
Clients
Aktana
