L O A D I N G
Web Design UI/UX & Web Design
July, 2025

ATM Portfolio - Digital Sales Tool for Immunocal

Role/Services
Web Design UI/UX
Designed & Built
HTML5 CSS3 JavaScript (ES6) Tailwind CSS Figma Responsive
Client
ATM Portfolio, Designed with Axcan
Category & Year
Web design & UI/UX ©2025
Live Site
ATM Business - Cover
Project Overview

ATM Portfolio is a digital sales portfolio platform built for Immunocal's sales representatives, designed to replace static, outdated sales materials with an interactive, always-current tool. Sales reps needed a way to present product information, pricing, and supporting content to prospects that felt professional and was easy to navigate live during a sales conversation. The redesign ultimately reduced prospect to buyer conversion time by 35%.

I led the UX strategy, interface design, and validation process, applying Nielsen's usability heuristics and iterating based on direct feedback from the people who would use the tool daily.

Problem
Immunocal's sales team relied on static, hard to update materials that didn't reflect current pricing or product information, and weren't built for the pace of a live sales conversation. The previous tool's weak information architecture made it hard for reps to find what they needed in the moment, slowing down the path from prospect to buyer.
Goals
  • Replace static sales materials with an interactive, always current tool
  • Design for speed and clarity during live sales conversations
  • Apply usability heuristics to reduce navigation friction for non-technical users
  • Validate the design directly with the sales team who would use it daily
Research
Design decisions were grounded in Nielsen's usability heuristics and validated through training and testing sessions with 12 members of ATM's sales team, alongside the account lead overseeing the relationship. These sessions served both to onboard the team onto the new tool and to surface real usability friction directly from the people who would use it in the field.
Key insights
  • Sales reps needed to reach specific product or pricing information in seconds, not scroll through it, since the tool would be used live in front of prospects
  • The previous tool's poor information architecture was directly slowing down the sales process, not just creating friction. Fixing findability had a measurable effect on how fast reps could move a prospect toward a purchase decision
  • Training the team on the tool doubled as a live usability test, since friction points surfaced naturally as reps tried to use it the way they would in the field
User profile
Primary users are ATM's sales representatives, who need fast, reliable access to accurate product and pricing information during live client conversations. The account lead served as a secondary stakeholder, providing business context on how the sales team actually uses these materials day to day.
Main user flow

The experience guides sales reps to:

  1. Access the portfolio quickly at the start of a client conversation
  2. Navigate directly to the relevant product or pricing information
  3. Present supporting content without breaking the flow of the conversation

This flow was iterated based on user feedback.

UX & UI decisions
  • Clear visual hierarchy prioritizing the information reps need most in the moment
  • Consistent navigation designed for speed under live conversation pressure
  • Structured layouts supporting both product detail and quick reference use
  • Interface built with HTML, CSS, JavaScript, and Tailwind CSS for a responsive, always current tool
Outcome
The redesign replaced static sales materials with a user-tested, interactive portfolio validated directly by the team who uses it daily. Training and testing sessions with 12 ATM sales representatives and the account lead surfaced a clear pattern: the previous tool's weak information architecture was slowing down the path from prospect to buyer. By rebuilding the navigation and information hierarchy around how reps actually move through a sales conversation, the new portfolio reduced prospect to buyer conversion time by 35%. The result is a sales tool built for speed and credibility in the moment that matters most, in front of the prospect, with a measurable impact on how fast that moment turns into a sale.

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