MobiRep | Product Lead Designer

Overview

At a time when digital solutions were still in the early stages of adoption, MobiRep emerged as an innovative platform designed to modernize how labs run medical visits.

Product Designer & UX Strategist

I led the end-to-end build of this platform from scratch, designing a seamless experience across iPad and web, streamlining workflows, reducing costs, and enabling data-driven decision-making.

Key Problems

Understanding the core challenge for the sales team and leadership:

Lack of Digital Tools

iPads were just being adopted; building an intuitive and efficient interface was critical.

Inefficient Workflow

Representatives lost time carrying heavy, outdated materials, reducing productivity.

Limited Manager Visibility

There was little visibility into visit performance, making key KPIs hard to track.

Approach & Research

Definí y lideré un proceso de Design Thinking with 5 key workshops, grounding decisions in data from 20 field interviews.

Rep Interviews

Conduje 20 entrevistas de campo y sintetizé los hallazgos. El 98% of representatives said their work was slowed down by not having up-to-date materials during medical visits.

Managers’ Perspective

Me enfoqué en entender qué información era crítica para gerencia. Un 99% said the data being generated wasn’t being used effectively, and paper-based marketing spend was poorly optimized.

High-Impact Solutions

1. iPad iOS App for Representatives

I led the design and delivery of an iPad app that digitized sales materials, reduced physical load, and enabled automatic content updates.

Digitization of product catalogs and medical presentations.
Automatic capture of visit data (location, duration, physician visited).
Minimal interface that reduces required actions, letting the app do the heavy lifting in the background.

2. Real-Time Web Dashboard for Managers

I led the design of a real-time web dashboard so managers could track key visit KPIs.

I defined a simple UI that speeds up data-driven decisions without relying on spreadsheets or manual reports.

3. UI/UX Optimization

For managers: a clear, lightweight interface tailored to busy users, surfacing only what matters.

Para los representantes: un flujo de trabajo completamente digitalizado que eliminates manual tasks y mejora la calidad de la información capturada en cada visita.

Measurable Outcomes

90%

Reduction in physical materials by digitizing the medical-visit catalog.

99%

Better use of visit data for managerial decision-making.

$M+

Marketing cost savings by eliminating printed materials.

Key Deliverables

User Research Report

I synthesized 20 field interviews into actionable insights to shape the product.

App iPad (iOS)

I designed a minimal interface for medical reps during their visits.

Dashboard Web

I designed a real-time KPI dashboard for lab management.

5 Design Thinking Workshops

I facilitated them to align decisions and define the product roadmap.

Key Learnings

01

Listen and Understand Deeply

Field interviews surfaced critical issues that hadn’t been considered initially—and became the foundation for the most valued solutions.
02

Automation as a Core Lever

Reducing manual tasks not only streamlined work, it also improved data quality—enabling continuous improvement.
03

Adapting to New Technologies

Working with iPads and HTML5 in 2017 was technically challenging, but it enabled a richer, more dynamic experience that transformed reps’ daily work.