← Selected work
Platform redesign · design organisation
Repositioning a platform
A generic white-label learning product rebuilt as a purpose-built life-sciences platform — language, workflows, content patterns and visual direction redefined around pharmaceutical field teams.
Before and after, one workflow
01
Context
The product could be sold to anyone, which meant it had been built for no one in particular. Every enterprise conversation began by translating generic terminology into the customer's world, and the underlying structure pressed life-sciences teams into shapes their compliance and field realities did not accommodate.
Repositioning the company was a commercial decision. Making the product genuinely become what we now claimed it to be was a design programme — and it had to happen without interrupting the release schedule.
02
Approach
01
Built the organisation to carry it
Grew and structured a twelve-person team across UX and UI with a shared quality standard, so two craft tracks could run in parallel without the work diverging.
02
Sequenced structure before surface
Directed approximately three hundred wireframe screens in four months, allowing the platform to be reconsidered at the level of structure first rather than screen by screen, where contradictions surface late.
03
Rewrote the product's language
Terminology, content patterns, workflows and governance reframed around how pharmaceutical field teams actually operate — the change customers registered first.
04
Made the direction durable
Established the production-connected design system — tokens, components, responsive behaviour, accessibility, documentation and governance — so the new direction would survive years of releases and forty engineers.
03
Outcome
25 to 70+
Enterprise customers following repositioning
300 screens
Wireframed across four months
50,000+
People using the platform
Component and pattern inventory
Redesigned platform surfaces