Designing a data-driven tool for operational insights in a complex enterprise environment.
CLIENT
Lundbeck, 2021
MY ROLE
Epic owner & UX designer: Agile development user research, user experience design, user interface, usability tests
Project overview
I worked as a UX Designer and Epic Owner on an enterprise project at Lundbeck. The goal was to replace a heavy, manual setup with a digital tool that gives fast access to relevant production data and makes it easier to act on.
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A big part of the project was turning complex data sources into clear, usable insights, and making sure the solution solved real user problems across the organisation.
The solution
The tool was developed in an agile setup with a close collaboration with users to ensure that the solution would match their actual needs and would provide value to their everyday work. This tool offered real-time insights into production and product performance, aiding in identifying potential issues and trends. Users could view a comprehensive overview or explore specific products.
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For any interest in a more detailed walk-through of the process, please read along.
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Engaging stakeholders and users
To work effectively in a complex setup, I mapped and grouped stakeholders based on their role, influence, and level of involvement. This created a shared structure for communication and decision-making, and ensured the right people were involved at the right time.
We divided stakeholders into four categories:
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Show Concern – primary end users who rely on the tool in their daily work
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Key Players – managers and domain experts actively shaping the solution and driving adoption
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Meet Their Needs – high-influence stakeholders supporting prioritisation and direction
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Keep Informed – stakeholders who need general awareness of progress and purpose
This categorisation helped balance different perspectives and maintain alignment throughout the project.
User-centric approach
With a team of 10 people and many stakeholders involved, it was important to create a shared understanding of who we were designing for. I created personas based on user interviews to support communication and guide design and product decisions.
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Although I conducted the interviews, I made sure insights were shared with the entire team so everyone could build a deeper understanding of end-user needs. As more functionality was added to the tool, the personas helped us continuously prioritise and stay focused on what would create the most value for users.
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Conceptualizing and planning
Based on research insights, we started exploring solutions through sketching and mapping user flows. This allowed us to quickly align on ideas, test different approaches, and define a clear structure before moving into higher-fidelity design.
Development and iteration
We translated concepts into digital mockups with a strong focus on essential user needs and MVP scope.
Designs were iterated in close collaboration with developers, and feedback from users and stakeholders was continuously used to refine flows, interactions, and priorities.
User testing and refinement
At this stage, we wanted to observe how users interacted with the tool in realistic scenarios.
I prepared a test sheet with specific tasks, goals, and success criteria. Each task was evaluated as:
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completed without issues
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completed with difficulties
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not completed
During testing, I observed where users hesitated, got stuck, or took longer than expected. Findings were documented, prioritised, and shared with developers, often accompanied by design adjustments.
This feedback drove many refinements and helped ensure a usable and understandable experience for the first MVP release.
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Output
By embracing automation and data-driven insights, Lundbeck improved their production processes, strengthened decision-making, and reduced manual effort — contributing to higher quality and lower operational cost.