Siemens Healthineers: Pioneering Breakthroughs in Healthcare
Siemens Healthineers went public on the Frankfurt Stock Exchange in 2018, and is listed in Germany´s most important stock market index DAX since 2021. Continuously enhancing the sales funnel is critical for the company's growth in the medical sector. Streamlining sales processes and improving engagement with potential clients can lead to better conversion rates and customer satisfaction. Nomtek helped the company build the AE360 app — a convenient customer data aggregator for account executives. AE360 makes it easy for account executives to plan meetings and organize the workflow.
Operating in 70 countries, Siemens Healthineers invests heavily in the development of pioneering technology for hospitals. As a global leader in the healthcare industry, the company is dedicated to improving medical care through constant innovation. To make sure that their products, services, and solutions are presented with utmost precision and care to customers at medical facilities, Siemens Healthineers is equipping client-facing teams with information that results in meaningful business interactions.
Sales representatives can spend up to 9% of their time on manual customer and sales data entry, on top of switching between multiple tools to close deals (Salesforce). To help account executives combat ensuing efficiency drops, Siemens Healthineers wanted to create a web and mobile application that presented aggregated data from numerous sources in a sleek user interface.
Customer Relationship Management (CRM) — An Often Untapped Source of Organizational Efficiency
With accurate data, sales reps can plan their agendas more effectively. They can communicate better across departments and more thoroughly understand customer situations and needs. However, without an easy way for sales reps to input and view collected customer data, the CRM process is a time-consuming chore.
While it’s difficult to calculate the exact percentage, some reports estimate a 10% annual revenue loss caused by poor data in the CRM. But inefficiencies in the CRM process also mean lost opportunities and critical insights that stretch across departments.
Off-the-shelf CRM solutions offer limited integration capabilities with other systems, whereas a custom-built solution provides extensive integration potential. This tailored approach maximizes efficiency and aligns with specific business needs.
A custom CRM solution that merges data from different sources:
- improves user experience, fostering consistent engagement and detailed data collection
- enhances interdepartmental collaboration and increases opportunities
- incentivizes account executives, letting them leverage the system's full capabilities
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Scope of Work
The AE360 app for Siemens Healthineers required a precise balance of functional design and real-world usability, achieved through focused collaboration between our teams. Each aspect of the project was crafted to ensure account executives could access valuable data quickly, without disruption.
UI/UX Design for Sales Efficiency
We designed an intuitive mobile-first interface that transformed complex CRM data into clear, actionable insights, enabling account executives to navigate information smoothly and enhance productivity in their daily routines.
KPI-Driven Insights for Continuous Improvement
Embedding KPI tracking within the app provided Siemens Healthineers with ongoing insights into user engagement, allowing for targeted refinements that kept the tool aligned with business needs and user expectations.
Design System for Multi-App Reuse and Development
By creating a design system, we simplified and sped up the development of other applications within the ecosystem. Now data from multiple sources is wrapped in a consolidated view that keeps all teams aligned.
Iterative Development with Field Testing
Through hands-on testing and user feedback, we refined the app’s functionality and design to create a field-ready tool that responds to the specific needs of Siemens Healthineers’ sales teams.
Scope of Work
The AE360 app for Siemens Healthineers required a precise balance of functional design and real-world usability, achieved through focused collaboration between our teams. Each aspect of the project was crafted to ensure account executives could access valuable data quickly, without disruption.
UI/UX Design for Sales Efficiency
We designed an intuitive mobile-first interface that transformed complex CRM data into clear, actionable insights, enabling account executives to navigate information smoothly and enhance productivity in their daily routines.
KPI-Driven Insights for Continuous Improvement
Embedding KPI tracking within the app provided Siemens Healthineers with ongoing insights into user engagement, allowing for targeted refinements that kept the tool aligned with business needs and user expectations.
Design System for Multi-App Reuse and Development
By creating a design system, we simplified and sped up the development of other applications within the ecosystem. Now data from multiple sources is wrapped in a consolidated view that keeps all teams aligned.
Iterative Development with Field Testing
Through hands-on testing and user feedback, we refined the app’s functionality and design to create a field-ready tool that responds to the specific needs of Siemens Healthineers’ sales teams.
Solution
Partnering with Nomtek
To make the sales process more efficient for sales representatives, Siemens Healthineers needed a technical partner to build a mobile-first solution for data aggregation.
We knew that to develop a sales-focused user interface, we had to work closely together with the Siemens Healthineers team. The cooperation was key to gathering the necessary intelligence about the habits and preferences of typical account executives and craft a tailored UI.
As the work progressed, we worked out a variation of Teresa Torres’s product trio strategy. The workflow included a product expert with deep business knowledge from Siemens Healthineers and a designer and a tech lead from nomtek. We also developed analytics KPIs that have been built into the product. This way, we could experiment and discover new opportunities.
Business Innovation: When Business Knowledge and Technical Acumen Work Together
During the collaboration, we iterated the data presentation layer to maximize the value for account executives. We organized our thinking on one premise: helping account executives have sales-critical data always at hand.
Because the data in the mobile app should be narrowed only to sales-critical information, it was important for us to learn how account executives operate daily.
The exchange of knowledge between Siemens Healthineers and nomtek complemented each other in the best way. This was an incubator of great business ideas that translated into user-validated data presentation in the app.
It was that openness on both sides — Siemens Healthineers’ willingness to share business insight and nomtek’s drive to apply the technical acumen to leverage the business potential of the idea — that amplified the project’s success.
AE360: Capitalizing on Data Presentation in CRM
Together with Siemens Healthineers, we created the AE360 application to support its sales organizations to deliver a better customer experience throughout the buying journey and beyond. The tool’s capabilities are increasingly recognized and requested by Siemens Healthineers’ international offices, business lines, and head office departments to meet the growing demand for workflow optimization.
Account executives can now plan their days using aggregated data presented in a highly consumable user interface. They can shave off hours annually, focusing on creating better relationships with customers. Viewing the data doesn’t involve the artful jugglery of multiple browser tabs but instead is contained in a convenient mobile and web application written in Flutter.
Outcomes:
- After a successful regional release, AE360 is now used by account executives from across the globe — in over 40 countries.
- The proper alignment of business insights, technical knowledge, and people-centered design ensures an ongoing delivery of solutions that help account executives work better.
- The tool can be requested by employees across departments and countries for daily work and planning.
- Written in Flutter, the application runs on web and mobile.
"The nomtek team is very passionate about their work. I had the feeling that they made our mission their mission, clearly identifying with what we trying to deliver. The initial feedback from the users is extremely positive. Even our pen-test team was surprised!"
Holger Rohden, Program Manager at Siemens Healthineers
"The nomtek team is very passionate about their work. I had the feeling that they made our mission their mission, clearly identifying with what we trying to deliver. The initial feedback from the users is extremely positive. Even our pen-test team was surprised!"
Holger Rohden, Program Manager at Siemens Healthineers
Team Composition
A cross-functional team, combining Siemens Healthineers’ business expertise with Nomtek’s technical and design skills, enabled a constant flow of insights between teams and efficient delivery.
Flutter Developers
QA Engineer
Project Manager
Product Designers
Product Manager
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