Redesigning sales

Overview

Over 18 months, I led a research-driven redesign of the sales and quoting experience for Charles River Laboratories’ Discovery business unit. From Discovery to MVP launch, I mapped the process end-to-end, quantified the cost of friction, and designed a transparent self-service estimate experience that improved speed, trust, and conversion, while creating a reusable foundation for other business units.

Organisation

Charles River Labs

My responsibilities

Strategic Discovery, Journey & Service Blueprinting, Workshop Facilitation, MVP UX Design

Challenge

The quoting process was slow, inconsistent, and difficult for both customers and internal teams. It created avoidable back-and-forth, delayed sales conversations, and made it hard to provide early, reliable pricing guidance. We needed to understand where the process was breaking down end-to-end, quantify the time and cost of delays, and co-design a more transparent self-service experience that improved speed and trust. My role was to lead this work, by reimagining the experience and aligning teams around a shared vision that balanced commercial goals, operational realities, and customer needs.

Oncology Price Estimator
Oncology Price Estimator
Oncology Price Estimator application
Oncology Price Estimator application

Approach

Research and discovery → Led mixed-method discovery (interviews + surveys/data) to map the quoting journey, quantify time loss, and surface unmet needs. Built a research repository and recruited a customer panel to capture ongoing feedback and test designs. Journey mapping and synthesis → Created journey maps, personas, and service blueprints to make friction visible (pricing logic + handoffs) and align teams on priority fixes. Vision and strategy → Facilitated a 2-day sprint to set a north-star vision and MVP roadmap tied to speed, trust, conversion, and efficiency, to secure buy-in and funding. Prototyping and delivery → Worked with Product/Engineering to design workflows, modular service patterns, and ship the MVP in 90 days; mentored a designer to take over UI delivery during scale-up.

Approach

Research and discovery → Led mixed-method discovery (interviews + surveys/data) to map the quoting journey, quantify time loss, and surface unmet needs. Built a research repository and recruited a customer panel to capture ongoing feedback and test designs. Journey mapping and synthesis → Created journey maps, personas, and service blueprints to make friction visible (pricing logic + handoffs) and align teams on priority fixes. Vision and strategy → Facilitated a 2-day sprint to set a north-star vision and MVP roadmap tied to speed, trust, conversion, and efficiency, to secure buy-in and funding. Prototyping and delivery → Worked with Product/Engineering to design workflows, modular service patterns, and ship the MVP in 90 days; mentored a designer to take over UI delivery during scale-up.

Logica UI mock-ups
Logica UI mock-ups

Impact + Outcomes

Approach

The MVP helped shift Charles River Laboratories toward a more modern self-service quoting experience, while establishing a reusable data and content architecture to support scale across digital services. • One of the first CROs to offer public self-service quoting • Generated estimates worth $7m in the first 6 months • Reduced lead qualification time from 48 hours → 7 minutes • Achieved 96% completion rate

Research and discovery → Led mixed-method discovery (interviews + surveys/data) to map the quoting journey, quantify time loss, and surface unmet needs. Built a research repository and recruited a customer panel to capture ongoing feedback and test designs. Journey mapping and synthesis → Created journey maps, personas, and service blueprints to make friction visible (pricing logic + handoffs) and align teams on priority fixes. Vision and strategy → Facilitated a 2-day sprint to set a north-star vision and MVP roadmap tied to speed, trust, conversion, and efficiency, to secure buy-in and funding. Prototyping and delivery → Worked with Product/Engineering to design workflows, modular service patterns, and ship the MVP in 90 days; mentored a designer to take over UI delivery during scale-up.

Impact

The MVP helped shift Charles River Laboratories toward a more modern self-service quoting experience, while establishing a reusable data and content architecture to support scale across digital services. • One of the first CROs to offer public self-service quoting • Generated estimates worth $7m in the first 6 months • Reduced lead qualification time from 48 hours → 7 minutes • Achieved 96% completion rate

Next — Scaling a service experience

Next — Scaling a service experience

Next — Scaling a service experience

Next — Scaling a service experience

Next — Scaling a service experience

Next — Scaling a service experience

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