That's me presenting
Reportum
Generating $1.75 million in sales & saving users 60% of their time
The first design lead project at Reportum
Reportum is a drug side effect platform managing intake of digital reports across global sources and languages.
​
​A large focus of the product strategy and roadmap was to bring all manual reporting into Reportum, to allow customers to have a centralised database of information. Using Ai scrape technology and data mapping, we were able to take pdf reports and configure them into our Reportum form structure.
​
Working as the first hired designer within the product team to establish design principles and design strategy within the company. Learn more about this on my about me page.
Role
Lead Product Designer
Design Team
Hired & managed a designer after discovery
Collaboration
Customers, Product Managers, Engineers, CS & Sales
The biggest UX challenge and goal
Taking complex manual pdf form entry and turning it into a beautiful intuitive digital experience saving users time and letting them focus on the data rather than data entry.
Discovery
My journey
Uncovering needs
This feature was highly requested by most customers, once assessed it was picked up from the roadmap.
We kicked off with discovery research and a face to face 3 day workshop in Princeton, New Jersey with over 20 people with 1 customer. This included project planning, user research and compliance (for patient data).
Over this workshop, we asked the customer to talk us through their current processes and pain points. We showcased a concept prototype along with questions to help uncover user needs. There were 2 teams, USA and Japan, we initially had separate conversations and then a group discussion.
​
A bigger focus was on this customer, as the company had agreed to pilot the feature and give us £500k on delivery. We also conducted research with 4 other customers remotely, to align on processes and define an MVP for the market.
In person workshop - Princeton, NJ
Aligning on the outcomes
As an outcome of synthesising all research in dovetail we uncovered a high level goal :
As a user I want to have AE reports uploaded into Reportum automatically so I can easily manage all of my data in one place and reduce my manual work.
We uncovered a consistent journey for all customers and created a user journey and mapped out our MVP requirements. At this stage, we knew we had to hire another designer to help, so we recruited over 3 weeks.
User Journey - What, Why and Hows
Ideation and prototyping
Let's bring this to life
The project was split in 3 streams and 2 were led by design. We were tasked with converting 5 complex multi-page pdf forms into 1 digital form with over 250 fields.
We also had to design an interface to allow the user to review the pdf form with the digital form and ensure all data points were brought over.
​
Using existing UX patterns of reviewing forms within Reportum, we had a foundation to base the new design on. This would consist of multi page flow, including a tasklist and action page.
Over 1 week we ideated designs with pen + paper and developed wireframes in Figma. We did some value testing with customers to check we were on the right path.
We did some usability testing on the feature, along with asking them questions on whether this meets their needs and solves their pain points. We also mitigated feasibility through our weekly UX review calls with the developers.
Snippet of Initial Design for testing
Some of our findings
Positives
All users understood the functionality of the stepper as a path to completion and the error message on the stepper.
Users liked the pdf area taking up more of the screen that the form as they found themselves zooming into it a lot.
85% of users agreed with the order of the questions, based upon them comparing it to the pdf documents.
Improvements
Not clear if there is conflicting information in the form, needs to be more clear to the user.
Actions
Added soft warnings under questions that contained conflicting information
Not clear that the system is auto-saving the form details as the user makes changes. Users thought it was saving on close.
Used Google docs as an inspiration to show a saving state in the header
Users found it frustrating that they had to scroll to the bottom of a long page to submit the form.
Created a sticky header, that contained the actions like submit. Therefore its always in
​Over 3 rounds of iterations internally and with the customer we developed the designs and prototypes.
​
​To hand-off to developers, we created specifications in Figma, reviewed these with the developers and PMs to ensure all states and paths are covered. We also created a new Design System for Reportum called Pill - more details can be found in Pill - Design Systems.
​
We also defined responsive designs from Mobile, 360px until Desktop, 1920px.
Final single screen design
Specification example with annotations and flow
Development
Part 1
We started development in August 2023, with 3 scrum teams. I was responsible for 2 scrum teams, joining all ceremonies.
The customer asked us to go to Japan mid-development and do a 5 day workshop showcasing the new feature. These workshops were called DITL (Day in the life), the customer wanted to make sure their users had input into the final development and it would fit into their day to day processes.
Myself, the product director and VP of product went to this workshop and our tech team joined remotely. I was responsible for creating the Agenda for the workshop and running the sessions. Teams from across the world joined, USA, Canada, UK, Spain, China, Philippines, India and Australia.
A group of 50 end users, as well their managers and the c-suite were within the workshop group. We created scripts, workbooks with tasks and we knew getting feedback from a large group would be difficult, therefore we created Microsoft forms for each user to give us feedback throughout the workshop, whether this was UX, UI, data, bugs etc. I also went around and observed users, to see how they were using the application and made notes on things to change.
1 key piece was how the users were navigating around the form, we could see they needed some more shortcuts to easily navigate through a form with 9 pages and 250 fields. We uncovered a few further needs which we added to the user journey and designed for.
Me presenting at the workshop - Japan
Snippet of our feedback form
Part 2
We made updates to the designs based on the feedback and observations. We added more shortcuts and links across the form so the user found it easier to navigate and reach exactly where they wanted to. We also changed some of the wording to direct the user better.
As the team carried on development and we reached the final part, the customer requested us to come for a further 7 day workshop (DITL 2) in New Jersey.
Meself, Product director, VP of product and Head of data joined this workshop. I ran the workshops and collected all feedback. At this stage we were mainly checking for final bugs. We used the final day of the workshop to gather feedback about V2 iterations.​
Time savings test
We wanted to conduct a test so we could measure the amount of time we are saving customers. We asked 10 users, to manually input 3 different forms each (30 data points) and time themselves. We then asked them to use our system, keeping in mind that the machine learning model is still developing and let us ingest and do this for you automatically.
Manual entry
to manually enter a form
42 minutes
Reportum
to automate and review
17 minutes
Saving
of users time
over 60%
Delivery
Let's launch this!
The MVP of this feature was delivered to customers in June 2024.
​
3 of the largest pharmaceutical companies in the world have adopted this feature and rolling it out worldwide.
​
It has generated $1.75 million for the company so far in sales and upsells.