Enabling advanced decision-making to motivate pharmaceutical sales representatives to act at scale
Redesigning multi-step and long-duration processes of condition builder that helps pharmaceutical brands improve customer engagement.
Redesigned Trigger Condition that resulted in
92%
Task Completion Rate
81.3%
Reduction in Response Time
Overview
ZS Orchestration Center helps pharma teams find the right HCPs and orchestrate next-best actions across channels, but the trigger and condition workflows had grown complex, inconsistent, and hard to navigate. This work reimagined the condition builder and trigger creation experience to be reusable, comprehensible, and fast.
Timeline
2021- 2022
Team
Product & Engineering
Contributions
Interaction, UI Design
Context
The project moved an independent product (Verso) into the Zaidyn platform, aligning with a centralized design system while serving multiple user groups from marketing to implementation specialists.
Strict regulatory environments and cross-team data dependencies required transparent logic, auditable interactions, and scalable UI behaviors.
Problem
Users struggled with an old & overwhelming interface that offered little support or direction.
Dev momentum on wireframes created component-level chaos with no scalability, and DS migration lacked the primitives needed for deep interaction models.
Jenny
📍Marketing Manager, Oncology
Campaign Challenges
🪫 Doctors fatigue
📊 KPIs & Launch Pressure
💸 Juggles Budget
✅ Needs Smarter Targeting
How does Morgan build targeting logic?
With simple, reusable building blocks called conditions
Geography: US ➡️
Business Unit: Oncology ➡️
Engagement Score: ↓ 20% ➡️
Time: Last 4 Weeks
Example of a Trigger Condition
Older Built
Long, nested scrolling makes it difficult to stay focused and find what’s needed.
Different types of information are mixed together, causing confusion.
Insights
Scaling conditions isn’t just visual; users need readable logic, contextual guardrails, and consistent “pills” that encode entities, operations, and expressions
Goal
Design a modular condition builder that lets teams compose sophisticated logic quickly and accurately, with clear nesting, error surfacing, and reusability across campaigns.
Approach
Discovery to validation: mapped the interconnected business ecosystem, audited component usage, and ran iterative usability tests with implementation analysts to pressure-test complex nests.
Systems-first prototyping: designed atomic pills, wrappers, and 3-dot actions; refined bracket grouping; and codified states, hover, and error patterns to stabilize build and DS alignment.
Cross-functional alignment: drove DS migration in Figma, added missing components to the ZSUI library, and ran walkthroughs to prioritize build scope and reduce misdirection.
Entity Pill Explorations
Nesting and Wrapping Behaviour Concepts Progression
Effective use of ZSUI components and a scalable, flexible color palette, covering semantic, data, and theme colors was essential to the visual design approach
Effective use of ZSUI components and a scalable, flexible color palette, covering semantic, data, and theme colors was essential to the visual design approach
Chosen styling, Interactions and Behaviour
Brackets for nesting that activates grouping on hover
Curves at the edges make the wrapping appear friendlier than flatter lines
Distinct 3 dot menu buttons that sit well at the end of the nest.
Older Build
New Build
Development Progress
The team had to navigate adjustments to align with the wireframes, preventing us from incorporating all the new interactions in a single release cycle
Outcome : Redesigned Trigger Condition
Conducted user testing with 8 Sales reps using a QA link, achieving an impressive
92%
Task Completion Rate
81.3%
Reduction in Response Time
This success encouraged further exploration and timely identification of invalid scenarios
This success encouraged further exploration and timely identification of invalid scenarios
This success encouraged further exploration and timely identification of invalid scenarios
What my Teammates said
You were dropped in the middle of modernisation phase, it’s great that we have set a vision. It’s been such good dynamic having you on team.
Will Walkington
Ex Design Manager At ZS
Great work on the Condition builder, this interaction is here to stay!
Mark McManus
Design Lead At OC, Verso, ZS
This is really cool! I’m glad we don’t offer Trigger Condition building on mobile and tablet!
Ayush Agrawal
Engineering Lead At Verso, ZS
Have something for me?
Let’s Chat
© 2025 Anuj Arora
Have something for me?
Let’s Chat
© 2025 Anuj Arora
Have something for me?
Let’s Chat
© 2025 Anuj Arora
Have something for me?
Let’s Chat
© 2025 Anuj Arora
Enabling advanced decision-making to motivate pharmaceutical sales representatives to act at scale
Redesigning multi-step and long-duration processes of condition builder that helps pharmaceutical brands improve customer engagement.
Redesigned Trigger Condition that resulted in
92%
Task Completion Rate
81.3%
Reduction in Response Time
Overview
ZS Orchestration Center helps pharma teams find the right HCPs and orchestrate next-best actions across channels, but the trigger and condition workflows had grown complex, inconsistent, and hard to navigate. This work reimagined the condition builder and trigger creation experience to be reusable, comprehensible, and fast.
Timeline
2021- 2022
Team
Product & Engineering
Contributions
Interaction, UI Design
Context
The project moved an independent product (Verso) into the Zaidyn platform, aligning with a centralized design system while serving multiple user groups from marketing to implementation specialists.
Strict regulatory environments and cross-team data dependencies required transparent logic, auditable interactions, and scalable UI behaviors.
Problem
Users struggled with an old & overwhelming interface that offered little support or direction.
Dev momentum on wireframes created component-level chaos with no scalability, and DS migration lacked the primitives needed for deep interaction models.
Jenny
📍Marketing Manager, Oncology
Campaign Challenges
🪫 Doctors fatigue
📊 KPIs & Launch Pressure
💸 Juggles Budget
✅ Needs Smarter Targeting
How does Morgan build targeting logic?
With simple, reusable building blocks called conditions
Geography: US ➡️
Business Unit: Oncology ➡️
Engagement Score: ↓ 20% ➡️
Time: Last 4 Weeks
Enabling advanced decision-making to motivate pharmaceutical sales representatives to act at scale
Redesigning multi-step and long-duration processes of condition builder that helps pharmaceutical brands improve customer engagement.
Redesigned Trigger Condition that resulted in
92%
Task Completion Rate
81.3%
Reduction in Response Time
Overview
ZS Orchestration Center helps pharma teams find the right HCPs and orchestrate next-best actions across channels, but the trigger and condition workflows had grown complex, inconsistent, and hard to navigate. This work reimagined the condition builder and trigger creation experience to be reusable, comprehensible, and fast.
Timeline
2021- 2022
Team
Product & Engineering
Contributions
Interaction, UI Design
Context
The project moved an independent product (Verso) into the Zaidyn platform, aligning with a centralized design system while serving multiple user groups from marketing to implementation specialists.
Strict regulatory environments and cross-team data dependencies required transparent logic, auditable interactions, and scalable UI behaviors.
Problem
Users struggled with an old & overwhelming interface that offered little support or direction.
Dev momentum on wireframes created component-level chaos with no scalability, and DS migration lacked the primitives needed for deep interaction models.