Brad Marcum

UX CASE STUDY

Product Dashboard

UX + UI Design

Healthcare

B2B

Machine Learning

Data Mining

Predicative Analytics

810x566

390x844

Partnering with a Top 5 global pharma company, I led the creation of an AI-driven performance dashboard, unifying complex data into a cohesive story for leadership.

Project Summary

Key Outcomes

Brought fragmented reporting from 7 products into a single source of truth

Eliminated 84 hours of manual prep time with each data refresh

Accelerated executive decision-making by leveraging AI

Delivered real-time reporting that users could trust (huge pain point)

Client

Top 5 Global Pharma

Timeline

12 weeks (2023)

THE TEAM

Product Design Lead (me)

Senior Strategist

Product Manager/Analyst

Senior Designer

Senior UX Researcher

KEY DESIGN ACTIVITIES

KEY ACTIVITIES

KEY DESIGN ACTIVITIES

User Research

Co-Design Workshop

Concept Ideation (wireframing)

UI / Visual Design

Interactive Prototyping

BEFORE and AFTER

Before: "Old-school" dashboard; Too granular and not optimized for an executive

After: AI-infused executive dashboard; Role-based and personalized

Problems to be Solved

Highly paid managers spend too much time compiling data into slides instead of analyzing strategic insights

Confidence in the data has eroded due to conflicting results from different sources

Leadership is limited to "snapshots in time" instead of reacting to real-time market changes and competitor dynamics.

Problems to be Solved

Highly paid managers spend too much time compiling data into slides instead of analyzing strategic insights

Confidence in the data has eroded due to conflicting results from different sources

Leadership is limited to "snapshots in time" instead of reacting to real-time market changes and competitor dynamics.

Problems to be Solved

Highly paid managers spend too much time compiling data into slides instead of analyzing strategic insights

Confidence in the data has eroded due to conflicting results from different sources

Leadership is limited to "snapshots in time" instead of reacting to real-time market changes and competitor dynamics.

The Design Process

First I teamed-up with our UX Researcher.

We interviewed 12 end-users (individually), where we began to uncover the problems.

I then led an 8-hour co-design workshop with the client.

The outputs gave us what we needed to start designing.

Moving into design, my designer and I worked on five distinct concepts.

The "Storytelling" concept was our foundation: a long-scroll view with a top-down architecture, progressively telling the story as you proceed. We validated and refined our concepts with bi-weekly design reviews.

Challenge: My designer was struggling to wireframe without requirements

Not uncommon for our less experienced designers. To get him unstuck, we created simple "design requirements" together. With a little more coaching his skills grew and he finished strong.

I took the task of UI Design, while my designer put his skills to work on the prototype.

I took the task of UI Design, while my designer built the prototype.

It made a lot of sense to divide the work. My UI skills are strong and my designer was a ninja at prototyping. Now let's look at the final product in relation to the key pain points…

It made a lot of sense to divide the work. My UI skills are strong and our designer was a ninja with prototypes. Now let's look at the final product in relation to the key pain points…

PAIN POINT: Lack of real-time results and strategic insights

DESIGN APPROACH

Highly personalized results

Top-down view of the data

Add AI analysis and insights

Put context in the visuals

PAIN POINT: Takes too long to work through fragmented data

DESIGN APPROACH

Become a single source of truth

Automate the manual steps

Allow exporting to slides

Challenge: Highly complex data and visuals

The solution to this was regular collaboration with our subject matter expert (senior strategist). I took a tactical approach with my team and we made heavy use of the whiteboard. All of our work was validated with the strategist before showing it to the client. The results were fantastic.

PAIN POINT: People don't trust the numbers anymore

PAIN POINT: Users don't know the "why" behind the metrics

DESIGN APPROACH

Tell the story behind the data

Transparency with dates and data sources

Leverage AI to explain context

Include all commentary

Show correlations in the data

PAIN POINT: Performance reports are not phone-friendly

DESIGN APPROACH

Responsive design framework

Touch-friendly interaction

Scalable charts

Simplified navigation and clean layout

A lot of work went into getting the content and visualizations right

Here are a some additional views that came out of UI design…

Leveraging AI for insights, projections, and spotting business opportunities

Overcoming the Challenges

Brad is warm and open - highly collaborative with other designers, researchers, clients, and stakeholders.

- Project feedback about me provided to leadership

- Project feedback to the leadership team

Highly complex data and visuals

Regular collaboration with our senior strategist was key. Tactical meetings and heavy use of the whiteboard. The results were fantastic.

Highly complex data and visuals

Regular collaboration with our senior strategist was key. Tactical meetings and heavy use of the whiteboard. The results were fantastic.

Over-allocated product manager

Our PM was juggling multiple projects and struggled to provide inputs for us. I stepped-in to support in order to keep the team on track.

Over-allocated product manager

Our PM was juggling multiple projects and struggled to provide inputs for us. I stepped-in to support in order to keep the team on track.

New "Jobs to be Done" methodology

This was new for almost everyone. I didn't let it slow us down, but we did design without personas, which is honestly nothing new.

New "Jobs to be Done" methodology

This was new for almost everyone. I didn't let it slow us down, but we did design without personas, which is honestly nothing new.

Designer not progressing w/o req's

I helped him to create initial "requirements" to get him unstuck. With a little more coaching his skills grew and he finished strong.

Designer not progressing w/o req's

I helped him to create initial "requirements" to get him unstuck. With a little more coaching his skills grew and he finished strong.

Overcoming the Challenges

Brad is warm and open - highly collaborative with other designers, researchers, clients, and stakeholders.

- Project feedback about me provided to leadership

Highly complex data and visuals

Regular collaboration with our senior strategist was key. Tactical meetings and heavy use of the whiteboard. The results were fantastic.

Over-allocated product manager

Our PM was juggling multiple projects and struggled to provide inputs for us. I stepped-in to support in order to keep the team on track.

New "Jobs to be Done" methodology

This was new for almost everyone. I didn't let it slow us down, but we did design without personas, which is honestly nothing new.

Designer not progressing w/o req's

I helped him to create initial "requirements" to get him unstuck. With a little more coaching his skills grew and he finished strong.

Overcoming the Challenges

Brad is warm and open - highly collaborative with other designers, researchers, clients, and stakeholders.

- Project feedback about me provided to leadership

Highly complex data and visuals

Regular collaboration with our senior strategist was key. Tactical meetings and heavy use of the whiteboard. The results were fantastic.

Over-allocated product manager

Our PM was juggling multiple projects and struggled to provide inputs for us. I stepped-in to support in order to keep the team on track.

New "Jobs to be Done" methodology

This was new for almost everyone. I didn't let it slow us down, but we did design without personas, which is honestly nothing new.

Designer not progressing w/o req's

I helped him to create initial "requirements" to get him unstuck. With a little more coaching his skills grew and he finished strong.

Results and Impact

FRICTIONLESS WORKFLOWS

ON TIME & BUDGET

My design unified their fragmented reporting, eliminating the friction and confusion from their process.

The client LOVED it.

ACCELERATED DECISIONS

With the ability to identify opportunities and predict future outcomes, executive leadership is making faster, more confident strategic decisions

This project established me as a go-to designer in AI. Since then, over 70% of my projects have focused on AI in these areas:

EFFICIENCY ROI

This design eliminates 84 hours of manual prep time with each monthly report cycle.

Reduced data errors and inconsistencies

Automated PPT slide creation

Streamlined workflow

Streamlined tasks

Consolidated charts (32) and data points (50+)

Personalized UI with curated metrics

Want to know more? Let's connect!

Direct contact info

919.397.4778

bmarcumux@gmail.com

Raleigh-Durham, NC

Want to know more? Let's connect!

Direct contact info

919.397.4778

bmarcumux@gmail.com

Raleigh-Durham, NC

Want to know more? Let's connect!

Direct contact info

919.397.4778

bmarcumux@gmail.com

Raleigh-Durham, NC