Oncology Price Estimator
I led a research-driven transformation of the customer sales experience for Charles River Labs’ Discovery business unit.
The goal was to understand the barriers slowing sales, quantify their impact, and design a seamless, data-driven quoting process that improved trust, speed, and conversion that would create a foundation for future innovation.
Organisation
Charles River Labs
My role
Research & Product Design
Timeline
18 months (Discovery → Launch)
My approach
Research and discovery
Scoped, conducted, and synthesised extensive discovery research to map the end-to-end quoting journey.
Used interviews, surveys, and data analysis to identify inefficiencies, quantify time loss, and capture unmet customer needs.
Journey mapping and synthesis
Created journey maps, personas, and service blueprints that revealed systemic friction; from inconsistent pricing logic to communication breakdowns between Sales, Client Services, and Operations.
These artefacts aligned stakeholders and highlighted opportunities where digital automation could deliver measurable impact.
Vision and strategy
Facilitated a two-day design sprint to define a north-star vision and co-create the future sales experience.
Framed recommendations in business terms to show how transparency and self-service quoting could increase speed, trust, and conversion.
Defined the experience strategy and MVP roadmap, securing executive buy-in and funding for delivery.
Prototyping and delivery
Partnered with Product and Engineering to design and launch the MVP in 90 days.
Defined information architecture, workflows, and modular data logic underpinning the estimation platform which could be reused across multiple business units.
Mentored a junior designer during the scale-up phase, establishing reusable research and design templates within Dovetail.
Outcome
Positioned Charles River Labs as the first CRO to offer public, self-service quoting
In the first 6 months, it generated customer estimates worth $7m
Reduced lead qualification time from 48 hours → 7 minutes
Reduced quote turnaround by 1440%
Achieved 96% completion rate and 82% customer satisfaction
Established the first reusable data and content architecture, enabling scale across CRL’s digital services
“This has been super helpful for early conversations with clients.” – Business Development Manager
“This saves us so much time when we just need high-level information.” – Biotech Procurement Manager
