From Noise to Signal - Lorian Health Sales
From Noise to Signal - Lorian Health Sales
How surgical UX improvements turned a cluttered CRM into a strategic feedback loop.
How surgical UX improvements turned a cluttered CRM into a strategic feedback loop.
OVERVIEW
This project sits at the intersection of UX design, data quality, and sales operations. As the product designer embedded within a small cross-functional team, I was brought in both to diagnose the root cause of a failing tool and to redesign it. I worked across research, interface design, stakeholder facilitation, and dashboard design. The platform in question was an internal CRM used by field-based care specialists on tablet devices to log their daily account visits and sales activity.
This project sits at the intersection of UX design, data quality, and sales operations. As the product designer embedded within a small cross-functional team, I was brought in both to diagnose the root cause of a failing tool and to redesign it. I worked across research, interface design, stakeholder facilitation, and dashboard design. The platform in question was an internal CRM used by field-based care specialists on tablet devices to log their daily account visits and sales activity.
Team
Team
2 engineers, 1 data analyst, 1 product designer, 1 PM
2 engineers, 1 data analyst, 1 product designer, 1 PM
Duration
Duration
6 months - Feb 2026 - Jul 2026
6 months - Feb 2026 - Jul 2026
Tools
Tools
Google Gemini, Figma, Claude Design, Power Apps
Google Gemini, Figma, Claude Design, Power Apps
CONTEXT
Lorian Health is a home health and hospice company that runs on incoming referrals brought in by the sales or care specialist team, working on the field. The referral volume was declining sharply, directly affecting revenue. Sales leadership and the COO identified the need to equip the team with focused strategies. Care specialists had full calendars, they were moving account to account throughout the day, working hard, and burning out. However, the effort wasn't translating into business impact. Leadership wanted to understand why, and to build a data-backed operational strategy to correct course. We looked into the usage data from our CRM. To our surprise, the usage was highly inconsistent and the data was very ambiguous and unactionable. We were dealing with the classic - bad data in, bad data out problem.
Lorian Health's internal sales CRM was built a few years ago by an external engineering team. The tool, although functionally sound, was lacking in user experience, causing real hinderance in high-stakes field usage at a scaling company. Each care specialist had their own way of using the tool, if they did at all. There was no shared structure, language or strategy in logging and many of them skipped it entirely, leaving no visibility for leadership to identify the problem and course correct.
Lorian Health is a home health and hospice company that runs on incoming referrals brought in by the sales or care specialist team, working on the field. The referral volume was declining sharply, directly affecting revenue. Sales leadership and the COO identified the need to equip the team with focused strategies. Care specialists had full calendars, they were moving account to account throughout the day, working hard, and burning out. However, the effort wasn't translating into business impact. Leadership wanted to understand why, and to build a data-backed operational strategy to correct course. We looked into the usage data from our CRM. To our surprise, the usage was highly inconsistent and the data was very ambiguous and unactionable. We were dealing with the classic - bad data in, bad data out problem.
Lorian Health's internal sales CRM was built a few years ago by an external engineering team. The tool, although functionally sound, was lacking in user experience, causing real hinderance in high-stakes field usage at a scaling company. Each care specialist had their own way of using the tool, if they did at all. There was no shared structure, language or strategy in logging and many of them skipped it entirely, leaving no visibility for leadership to identify the problem and course correct.
KEY PROBLEM
How might we give care specialists a clear, low-friction way to log field activity, so leadership gains the visibility needed to turn strong effort into measurable referral growth?
How might we give care specialists a clear, low-friction way to log field activity, so leadership gains the visibility needed to turn strong effort into measurable referral growth?
SOLUTION
I redesigned the field sales logging experience and built a connected impact dashboard, splitting one cluttered, ambiguous form into a focused two-step flow empowering users to plan and execute proactively through data-based decisions. Event logging saw a 20% increase within the first two weeks post-launch.
I redesigned the field sales logging experience and built a connected impact dashboard, splitting one cluttered, ambiguous form into a focused two-step flow empowering users to plan and execute proactively through data-based decisions. Event logging saw a 20% increase within the first two weeks post-launch.
Event Creation Form Interface : Structured inputs, clear visual hierarchy, context clues, progressive reveal
Event Creation Form Interface : Structured inputs, clear visual hierarchy, context clues, progressive reveal
Event Details : View location on maps, concise event details, tabbed interface for event details, history and account details to support pre-event preparation without navigating away
Event Details : View location on maps, concise event details, tabbed interface for event details, history and account details to support pre-event preparation without navigating away
Event Completion : Quick context card for event recognition, distinct free form and categorized output fields, quick link to workflow progression - manage account tier - in-screen
Event Completion : Quick context card for event recognition, distinct free form and categorized output fields, quick link to workflow progression - manage account tier - in-screen
Impact Dashboard : Dashboard connecting leading field logging data with lagging referrals and payor mix indicators.
Impact Dashboard : Dashboard connecting leading field logging data with lagging referrals and payor mix indicators.
USER REASEARCH
Before forming any hypothesis or talking to users, I looked at the CRM data accumulated over the years. The CRM originally had open text fields, intending to allow flexibility in entries but produced years of unstructured data that couldn't inform strategy at scale. I pulled two anonymized data sets for Home Health and Hospice and ran text and sentiment analysis using Google Gemini. The ambiguity and inconsistency in usage of fields was very prominent across data sets.
I followed the data with four user interviews across different branches and service lines to understand the "why" behind the numbers. Our reps used android tablets for day to day operations and this made the current interface worse. For field employees working at speed, clarity and recognition mattered immensely.
The most important insight was that the users didn't hate the tool. They simply blamed themselves for not being able to use it well. This insight drove the decision to make surgical UX audits and overhaul instead of an expensive overhaul.
Before forming any hypothesis or talking to users, I looked at the CRM data accumulated over the years. The CRM originally had open text fields, intending to allow flexibility in entries but produced years of unstructured data that couldn't inform strategy at scale. I pulled two anonymized data sets for Home Health and Hospice and ran text and sentiment analysis using Google Gemini. The ambiguity and inconsistency in usage of fields was very prominent across data sets.
I followed the data with four user interviews across different branches and service lines to understand the "why" behind the numbers. Our reps used android tablets for day to day operations and this made the current interface worse. For field employees working at speed, clarity and recognition mattered immensely.
The most important insight was that the users didn't hate the tool. They simply blamed themselves for not being able to use it well. This insight drove the decision to make surgical UX audits and overhaul instead of an expensive overhaul.
INTERFACE RE-DESIGN
Both the audit and the UX audit made the gaps in the current interface very clear. The existing application was built by taking inspiration from standard Salesforce interfaces for a small team. Key flows were made of single flat-forms with very little visual hierarchy and affordance, the information architecture didn't reflect the user journey and the new sales strategy wasn't a part of the current workflow.
I redesigned the event-creation and completion flows, improving information hierarchy, splitting the pre and post event contexts, adding visual cues to prioritize recognition over recall and ensured the new design met the sales strategy and preparation requirements set by the leadership.
Both the audit and the UX audit made the gaps in the current interface very clear. The existing application was built by taking inspiration from standard Salesforce interfaces for a small team. Key flows were made of single flat-forms with very little visual hierarchy and affordance, the information architecture didn't reflect the user journey and the new sales strategy wasn't a part of the current workflow.
I redesigned the event-creation and completion flows, improving information hierarchy, splitting the pre and post event contexts, adding visual cues to prioritize recognition over recall and ensured the new design met the sales strategy and preparation requirements set by the leadership.
Step 1 - Calendar Planning
Step 1 - Calendar Planning
Creating events quickly and effectively - identifiers and context
Creating events quickly and effectively - identifiers and context
Step 2 - Event Preparation
Step 2 - Event Preparation
Pre-event preparation - reminders, account information, history
Pre-event preparation - reminders, account information, history
Step 3 - Post Event
Step 3 - Post Event
Logging visit notes, outcomes and account progression on the go
Logging visit notes, outcomes and account progression on the go
Event Creation Form (Before -> After)
Event Details and Summary (Before -> After)
Event Details and Summary (Before -> After)
Event Completion (Before -> After)
Event Completion (Before -> After)
DASHBOARD DESIGN
Clean data coming in is only valuable if someone can read and act on it. So while the interface build was underway, I turned to the other end of the system to build the leadership-facing Impact Dashboard built in Power BI.
The dashboard was designed to connect effort to impact. Events logged by reps are the leading indicator. Admits and referrals generated are the lagging indicator. The goal was to make this relationship traceable. The design allows leadership to move fluidly between two levels of analysis — zooming into individual account activity when a coaching conversation calls for specificity, and zooming out to branch-level performance when the question is about overall trajectory.
The dashboard also tracks event types to understand how reps are spending their time, business purpose distribution to see whether activity aligns with strategic intent, insurance mix to surface the quality and profitability of incoming referrals, and account portfolio split across rating tiers to understand how the overall relationship landscape is evolving.
Clean data coming in is only valuable if someone can read and act on it. So while the interface build was underway, I turned to the other end of the system to build the leadership-facing Impact Dashboard built in Power BI.
The dashboard was designed to connect effort to impact. Events logged by reps are the leading indicator. Admits and referrals generated are the lagging indicator. The goal was to make this relationship traceable. The design allows leadership to move fluidly between two levels of analysis — zooming into individual account activity when a coaching conversation calls for specificity, and zooming out to branch-level performance when the question is about overall trajectory.
The dashboard also tracks event types to understand how reps are spending their time, business purpose distribution to see whether activity aligns with strategic intent, insurance mix to surface the quality and profitability of incoming referrals, and account portfolio split across rating tiers to understand how the overall relationship landscape is evolving.
Step 4 - Assessment
Assess outcomes, patterns and adapt to meet goals
Sales Impact Reporting
TESTING AND ITERATION
Once the build was ready in the production environment, I tested with 3 users asking them each to plan a whole day's calendar, i.e, 9 events each. They went through the flow to create and complete events 9 times as a part of the testing. The goal was to test -
1. Ease and speed of use under stress
2. Identify points of friction and ambiguity
I also asked them questions about how they would prepare for those meetings to see if all the context clues that were added across the interface were useful to them, that is, did they get enough information without needing to navigate to other sections of the app.
Once the build was ready in the production environment, I tested with 3 users asking them each to plan a whole day's calendar, i.e, 9 events each. They went through the flow to create and complete events 9 times as a part of the testing. The goal was to test -
1. Ease and speed of use under stress
2. Identify points of friction and ambiguity
I also asked them questions about how they would prepare for those meetings to see if all the context clues that were added across the interface were useful to them, that is, did they get enough information without needing to navigate to other sections of the app.
Testing Summary
Testing Summary
Three users, nine events each
Unrecorded, unmoderated, think aloud user testing in production
Three users, nine events each
Unrecorded, unmoderated, think aloud user testing in production
Testing Results
Testing Results
Users were excited about the upgrades
Required little to no assistance in navigating the interface
Felt that the completion flow had redundant elements that were slowing them down
Had trouble understanding some of the new terminology and relating that to their specific cases
Users were excited about the upgrades
Required little to no assistance in navigating the interface
Felt that the completion flow had redundant elements that were slowing them down
Had trouble understanding some of the new terminology and relating that to their specific cases
Key iterations made were -
1. Completely eliminating the toggle for "Event Complete" and the progressive reveal of the completion fields.
2. Replacing that with a static form with the required fields already visible on load.
Since I noticed that reps needed some orientation around the new dropdown options. Moving to a standardized, company-wide vocabulary was a behavioral shift that the interface alone couldn't fully carry. I flagged this to the PM and it was addressed through a structured training rollout before wider deployment.
Key iterations made were -
1. Completely eliminating the toggle for "Event Complete" and the progressive reveal of the completion fields.
2. Replacing that with a static form with the required fields already visible on load.
Since I noticed that reps needed some orientation around the new dropdown options. Moving to a standardized, company-wide vocabulary was a behavioral shift that the interface alone couldn't fully carry. I flagged this to the PM and it was addressed through a structured training rollout before wider deployment.
Complete Event Iteration 1 (adopted from the original interface)
Complete Event Iteration 1 (adopted from the original interface)
Sales Impact Reporting
Sales Impact Reporting
OUTCOMES
One week after launch and general training, event logging had increased by 20%, a meaningful early signal given that adoption was the central problem the entire project was designed to solve.
Structured dropdowns and singular input types are producing clean, consistent data for the first time.
Managers are preparing to use the Impact Dashboard in their upcoming one-on-ones, and leadership has high expectations for what it will surface.
One week after launch and general training, event logging had increased by 20%, a meaningful early signal given that adoption was the central problem the entire project was designed to solve.
Structured dropdowns and singular input types are producing clean, consistent data for the first time.
Managers are preparing to use the Impact Dashboard in their upcoming one-on-ones, and leadership has high expectations for what it will surface.
Looking for a design upgrade? Let's chat!
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2026 Designed by Pratya Nellore on Framer
Looking for a design upgrade? Let's chat!
Drop by to say hi!
2026 Designed by Pratya Nellore on Framer