Reimagining the U.S. Sales Force Employee Experience for AstraZeneca

CHALLENGE

AstraZeneca set out to transform its employee experience across the U.S. sales force.

I was brought in to lead a human-centered initiative focused on improving service delivery, operational alignment, and the daily employee journey. As part of standing up a new experience design capability, I recruited and managed a service design team, partnered with strategists and analysts, and guided the work from framing through delivery.

ACTIVITIES

• Led employee experience design and service design strategy

• Applied human-centered design principles across all phases

• Facilitated design and ideation workshops with cross-functional teams

• Conducted qualitative research to uncover workforce insights

• Co-created journey maps, experience maps, and empathy-based archetypes

• Mapped ecosystems with value exchanges across internal functions

• Developed service blueprints

• Created new service model prototypes

• Designed and stress-tested future-state service experiences

• Ran in-person ideation sessions and role-play based scenario testing

• Synthesized findings into a comprehensive Experience Guide

OUTCOME

The result was a comprehensive Experience Guide outlining a redesigned end-to-end employee experience, complete with new service models, playbooks, and organizational recommendations.