Accessing insight from real-world evidence

What if strict European regulations were no longer a barrier—but a gateway to global leadership?

Fig.1 – High fidelity representation of the final web application as an HEOR.

IQVIA, the Healthcare and Life Sciences powerhouse, faced a familiar B2B frustration: domestic data tools worked brilliantly at home, but global teams hit walls accessing international datasets. Fragmented sources, compliance risks, and delayed insights threatened innovation and growth.

I contracted with IQVIA to turn that uncertainty into confidence, designing a groundbreaking web application that delivers seamless access to European real-world evidence (RWE).

Fig.2 – Visualizations were an integral part of the design as users relied heavily on analyzing cohorts from different angles.

The Mission

Create a new product empowering Health Economics and Outcomes Researchers (HEORs)—and later Commercial Pharma and Hospitals—to analyze clinical outcomes, treatment patterns, resource use, and data quality with precision. The goal: expand IQVIA’s portfolio and cement market dominance.

Core Team:

Kirill Dushkin — Product Owner
Tina Jovic — Marketing/Strategy
Dane Wesolko — UX Designer

Fig.3 – Users looked for ways to develop a variety of different strategies from product development to marketing.

The Journey: User-First, Risk-Off

We dove deep with stakeholder interviews and rapid prototyping (Justinmind + LucidCharts). Usability testing uncovered real pain points—confusion, unclear tasks, overwhelming verbiage—and we fixed them fast through iteration and collaboration.

Dynamic visualizations became the heartbeat of the experience. We built an MVP, delivered a proof-of-concept, and launched a fully functional prototype at ISPOR 2018.

Key deliverables:

Low-fi wireframes for structure
Interactive prototypes for vision
High-fi mockups showcasing anonymized data strength

Every step reduced risk, built trust, and sparked excitement—no endless revisions, just intuitive design that delivers.

Fig.4 – Annotated wireframes via LucidCharts allowed for cross-collaboration when teams were remote.

The Impact

A powerful new tool that lets users:

Generate insightful data visualizations
Export research protocols instantly
Assess data-source quality confidently

Result? IQVIA gained a flagship product with a projected $20 million in year-one sales—driving revenue, differentiation, and leadership.

Decision-makers gained relief from regulatory headaches, optimism for new strategies, and pride in a transformative partnership that elevates their reputation.

Fig.5 – High fidelity mockup showing complete anonymized data, one of IQVIA’s main advantages.

Ready for Your Breakthrough?

I turn complex B2B challenges into secure, innovative wins that advance careers and portfolios.

Facing data, UX, or product innovation hurdles? Let’s build your next success story—together. Contact me today.