Bravecto Calculator
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Work info
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Client:
Merck Animal Health
Industry:
Pharmaceuticals
Role:
Lead UI/UX Design
Year:
2025
Platform:
Tablet
Project Overview
Veterinary clinics and sales reps used a tablet-based revenue calculator to estimate the financial impact of Bravecto products. The existing tool was hard to complete, visually unclear, and caused users to abandon the flow before seeing results. This limited its value as a sales and decision-support tool.
Goal
Increase completion rate and make revenue impact easier to understand, while driving more meaningful follow-up conversations with Merck sales reps.
Constraints
Tablet-only usage in clinical environments
Users often multitasking and time-constrained
Dense numerical inputs
Tool needed to work during live conversations
Options Considered
Light UI refresh
Faster to ship, but didn’t fix complexity or drop-off issues.Step-based guided calculator (chosen)
Reduced cognitive load and kept users moving forward.Fully automated calculator
Cut due to scope and data availability.
My Contribution
Led UX and UI design end-to-end. Owned discovery, flow design, interaction patterns, visual design, and testing. Partnered closely with stakeholders to align usability improvements with sales goals.
Results
Before
The original revenue calculator had a clunky layout with confusing inputs and no clear flow. Users often dropped off before completing their calculations, and the value of the tool was lost in poor UX.
After
Redesigned into a multi-page, user-friendly site with clear navigation, focused content, and strong CTAs—making it easier for pet owners to learn and connect with specialists.
My Approach
Discovery & Research
We started by talking with real users:
5 vet techs and 3 clinic managers who used the old tool on iPads.
Key insights: users said it was too slow, hard to understand, and not shareable.
This gave us a clear idea of user pain and what mattered most: speed, clarity, and outputs that spoke to business value.
Ideation & Design Iterations
Instead of jumping straight to UI:
Sketches & wireframes — mapped the flow step by step.
Tablet‑first UI — large touch targets, readable text, clear visual hierarchy.
Guided input flow — broke steps into simple screens so users weren’t overwhelmed.
Visual results — added charts and visual outputs so users instantly saw revenue impact.
We tried a few layout options and chose the one that fit the task flow and reduced user confusion.
Testing & Feedback
Usability tests on actual iPads with internal users and reps.
Iterated on labels, spacing, and flow based on real feedback.
Adjusted touch targets and simplified steps that caused hesitation.
This helped refine the experience before launch.
Human Impact
Instead of generic personas, we focused on real user quotes and context:
Clinic staff needed speed because they were often interrupted.
Reps needed sharable results because they sell on the go.
This shaped design decisions, like step‑by‑step guidance and visual feedback that users could talk through with clients.
Collaboration & Constraints
We were working with:
Sales and marketing goals (business outcomes)
Tablet limitations (touch targets and layout)
A need for offline or low‑signal operation (in some clinics)
I clearly outlined what I did versus what partners contributed, showing where design changed the tool and where business needs shaped priority.
Outcome / Impact
Improved usability for vets and sales reps in live conversations.
Reduced cognitive load with clear UI and guided interactions.
Supported faster, more confident decision-making.
Simplified complex revenue calculations into a clear tablet experience.
Next Steps
Future improvements include:
PDF export of results
Multilingual support
Integrating revenue outputs with broader Merck rep tools
