B2B ECOSYSTEM FOR A VETERINARY COMPANY
CLIENT
Veterinary pharmaceutical company
TEAM
PM, Web & Backend Devs, QA and stakeholders
YEAR
2024
Filling the gap between sale reps and office administration, reducing critical errors and optimazing deal closures.
(One minute overview)
THE CHALLENGE
The original product had a critical gap between the field and the office. Sales reps constantly lost data due to outdated flows, while administrators operated blind, unknowingly deleting data that could break the database.
THE SOLUTION
We designed a dual system. For the sales reps, an interface focused on preventing data loss (drafts and micro-queries). For the administrators, a dashboard featuring «impact indicators» before any destructive action.
KEY APROXIMATED RESULTS
(Project details)
01. REAL OPERATIONAL FRUSTRATION
The initial briefing asked to «improve usability,» but upon investigation, we discovered the real issue was pure operational frustration.
Through user interviews and reviewing support tickets from the last 6 months, we identified the biggest pain point: there was no «save for later» feature. If a rep faced any interruption mid-visit, all progress was lost. Furthermore, data tables were so cluttered with technical info that finding a quick metric was mission impossible.
02. AUTO-SAVE vs. BACKEND
We knew the ideal solution was to reduce cognitive load and protect the user’s work, but proposing a background autosave system always triggers technical friction.
As the sole Lead Designer, I sat down with the backend team to make this viable. Based on technical constraints, background autosaving was too heavy a server load, so we reached a middle ground: adding a «Save for later» button that stored the unfinished agreement in Drafts.
The impact here was substantial: We reduced management time from 12 to 7 minutes, and 67% of users highlighted the draft system as a daily lifesaver.
03. DESIGNING FOR ERROR: THE ADMIN DASHBOARD
The other side of the coin was the office. Administrators were operating blind. It was common for them to delete a category that was linked to hundreds of active contracts, unleashing chaos on the support team.
Instead of redesigning the tables just to make them «prettier,» we redesigned the decision architecture.
Thanks to this, critical errors from accidental deletion dropped by 80%, and IT support tickets fell by 30%.
Impact counters
Before deleting anything, the system stops you and warns: «Careful, this will affect X agreements.»
State switches (Soft-delete)
We implemented instant on/off buttons to enable/disable elements without actually eliminating them from the database.
Visual cleanup
We restructured the tables, hiding secondary technical data and highlighting key KPIs (RRP, balance, status).
04. KEY TAKEAWAYS
01. The UI as a safety net
This project taught me that in B2B environments, a great interface isn’t the most modern-looking one; it’s the one that actually adapts to the diffrent users needs. Also, communicating consequences before an action saves hours of development and support.
02. Less data, more context
The value of a dashboard doesn’t lie in dumping the entire database into a table, but in hiding the secondary noise so the user can make quick, informed decisions.