challenge
Zuellig Pharma’s B2B portal, eZRx, was underperforming across several critical areas: The platform was utilitarian and unintuitive; users often couldn’t complete basic tasks without workshops or sales rep intervention. The call center was overloaded with routine inquiries (e.g. delivery status, invoice tracking) that should have been self-serve. Low digital confidence among customers—especially in less mature markets—meant adoption and engagement were poor. The platform was not visually or functionally aligned with modern ecommerce expectations, causing confusion and drop-off. Plans to scale the platform across Southeast Asia and other regions (e.g. Korea) required it to be multi-lingual, cross-platform, and sensitive to regional UX patterns. → The real challenge was building not just a better interface, but a flexible and trusted digital channel for a diverse, multi-country healthcare ecosystem.
Client
Zuellig Pharma
Format
Platform
ACTION
As Head of Design, I drove the redesign of eZRx from a static tool into a modern, multilingual, self-serve ecommerce experience, positioned to scale across Asia. Key actions included: Re-architected the platform IA and navigation, enabling easy access to core functions like order tracking, payment, and invoice management, reducing user reliance on human assistance. Transformed the visual and interaction model to reflect familiar ecommerce patterns, making onboarding easier for low-digital-literacy users. Introduced dynamic marketing and information modules, giving space for product promotion, campaigns, and service announcements within the experience. Redesigned content and process flows with clear, supportive microcopy and simplified form, offering in-context guidance in multiple languages. Partnered with client teams across markets (Singapore, Malaysia, Philippines, Korea) to test local usability and language nuances, ensuring flexibility without fragmentation. Optimized designs for cross-platform consistency, ensuring mobile and desktop parity for field-based users and back-office operations. Built design principles to guide future country rollouts and regional adaptation at scale, ensuring sustainability beyond the pilot phase.
RESULTS
67% drop in call center volume for usability or information requests within 3 months of rollout. 4x improvement in retention and engagement metrics. Users stayed longer, returned more often, and completed more transactions independently. Users described the new platform as intuitive, modern, and confidence-building, especially in usability testing with non-English speakers and older users. The redesigned eZRx became the foundation for a multi-region platform strategy, with country-level variants tailored through a shared design system. Created reusable templates and localized UI patterns, enabling rollout to new markets with reduced design/development cost.
LEADERSHIP LENS
This project required influencing not just design, but adoption at the cultural level. I led with: Clarity – Made user tasks and business priorities visible in the platform structure. No user should need a workshop to buy medicine.Cadence – Created a delivery model that allowed for iterative launches, with feedback loops from local teams in each country. Care – Advocated for users with low digital confidence, ensuring they were supported by design, not left behind by complexity. This was never just about making eZRx easier to use. The core objective was rebuilding trust in the digital channel, region by region, language by language—and laying the groundwork for healthcare ecommerce at scale.
