Case Study
Imagining & Building ZAIDYN Field Insights
The foundational concept of this new product (Call Planning for sales reps) was the company’s first offering 30+ years ago, and it was in need of a radical refresh.
My team and I were tasked with leveraging emerging technologies (such as classical AI) to self-disrupt by re-imagining mobile analytics and insights for commercial pharma reps.
Company & Position
ZS Associates, Associate Principal / Partner (2011-2017)
Details
We engaged in several key collaborations for this effort – (1) our user research informed the taxonomy of insights the data scientists were creating (2) we developed an on-brand chatbot personality (3) as we prepared for launch, the user research insights we shared with Product Marketing informed both ZAIDYN brand identity and product-level messaging.
Actions
- Directed and guided primary research, desk research, and analysis of 20+ prior client engagements to identify market opportunities. Presented insights and new product direction to Shareholder Council (including co-founders).
- Established a repository of insights for insight generation; these were ‘nudges’ based on classical AI algorithms grounded in ZS’ 30+ years of client projects / experience.
- Identified must-have features for MVP, including a novel social media feed concept for consuming enterprise insights. Conducted concept testing and iterated the design.
- Led pre-sales efforts for the proof-of-concept to identify pilot customers. Informed product marketing approach with research insights.
Outcome & Impact
- Shipped new product, part of a suite that enables 130+ companies and 100K sales personnel globally; solutions have improved customer engagement by 15-40% and delivered a 15-30% sales lift.
- Created, tested, and iterated a novel concept for sales & marketing enablement.
- Leveraged ZS intellectual property to create ‘nudges’ and drive desired behavior of end-users.
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