Anusha Maradani

Anusha Maradani

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Sigmoid

Sigmoid

Reckitt

Reckitt

Smart Target: Streamlined

Target Allocation

Smart Target: Streamlined

Target Allocation

Enterprise UX

Product Design

Workflow Design

Duration

3 Weeks

My Role

Product Strategy, UX & UI Design

Context

Sales target allocation across Reckitt’s regional hierarchy— was complex, manual, and prone to inconsistencies.Smart Target was built to bring structure, transparency, and traceability to this process

Project Brief

Project Brief

At Reckitt, sales targets are set at the start of each quarter or financial year—but in reality, things don’t stay static. Managers often need to revise those targets based on real-world performance, distribution shifts, or business changes. I was brought in to design Smart Target—a tool that makes this adjustment process clearer, faster, and easier to manage across roles like Area Sales Manager (ASM),Zone Manager (ZM), Regional Manager (RM), and Sales Director (SD).

The tool gives managers a clean, structured view of targets across their zones or teams and lets them make updates with all the right checks in place—like approval workflows, threshold validations, and required justifications. I had to design for role-based visibility —so an RM could view ASM targets, for instance, but only update ZMs. This helped bring transparency and control to what used to be a fairly messy, manual process.

I Led the end-to-end design of Smart Target’s workflow logic — mapping permissions, defining role-based actions, and structuring the approval hierarchy into a seamless digital flow.

At Reckitt, sales targets are set at the start of each quarter or financial year—but in reality, things don’t stay static. Managers often need to revise those targets based on real-world performance, distribution shifts, or business changes. I was brought in to design Smart Target—a tool that makes this adjustment process clearer, faster, and easier to manage across roles like Area Sales Manager (ASM),Zone Manager (ZM), Regional Manager (RM), and Sales Director (SD).

The tool gives managers a clean, structured view of targets across their zones or teams and lets them make updates with all the right checks in place—like approval workflows, threshold validations, and required justifications. I had to design for role-based visibility —so an RM could view ASM targets, for instance, but only update ZMs. This helped bring transparency and control to what used to be a fairly messy, manual process.

I Led the end-to-end design of Smart Target’s workflow logic — mapping permissions, defining role-based actions, and structuring the approval hierarchy into a seamless digital flow.

At Reckitt, sales targets are set at the start of each quarter or financial year—but in reality, things don’t stay static. Managers often need to revise those targets based on real-world performance, distribution shifts, or business changes. I was brought in to design Smart Target—a tool that makes this adjustment process clearer, faster, and easier to manage across roles like Area Sales Manager (ASM),Zone Manager (ZM), Regional Manager (RM), and Sales Director (SD).

The tool gives managers a clean, structured view of targets across their zones or teams and lets them make updates with all the right checks in place—like approval workflows, threshold validations, and required justifications. I had to design for role-based visibility —so an RM could view ASM targets, for instance, but only update ZMs. This helped bring transparency and control to what used to be a fairly messy, manual process.

I Led the end-to-end design of Smart Target’s workflow logic — mapping permissions, defining role-based actions, and structuring the approval hierarchy into a seamless digital flow.

Role Logic - Actions, Access

and Hierarchy

Role Logic: Actions,

Access and Hierarchy

Before designing flows, I mapped how each role interacts with the system — what they can adjust, approve, edit, or simply view. This matrix became the backbone of the entire product: it defined permissions, approval paths, and visibility rules across SD, RM, ZM, and ASM.


Every role touches the system through two core actions: setting targets and approving changes. The Sales Director (SD) sets high-level targets for Regional Managers (RMs) and approves their submissions. RMs then set targets for Zone Managers (ZMs), and ZMs do the same for Area Sales Managers (ASMs).


While each role acts within its scope, higher levels still require visibility across all ongoing changes. This led to the design of a Role Interaction Framework


  1. Role-based actions – Identifies who changes targets (Adjustors) and who evaluates/approves them (Approvers). Each role may switch between these depending on where they sit in the hierarchy.

  2. Visibility layers – Defines what each role can see and edit. Shows the downward visibility (everyone sees who they manage) and limited upward visibility (only summaries, not editable).

  3. Relational hierarchy – Combines actions + access to map the real workflow between roles. This clarified the true approvals loop and removed ambiguity in who hands off to whom.

ROLE-BASED ACTIONS

VISIBILITY & ACCESS

RELATIONAL HIERARCHY

SD

RM

ZM

ASM

Adjustor

Approver

Set Targets

Sends For Approval

Set Targets

Sends For Approval

Set Targets

SD

RM

ZM

ASM

SD

RM

ZM

ASM

View Targets

From Data to Decision

Understanding roles

workflow and

interactions

After mapping how each role interacts within Smart Target, the next step was to define what information each role needs to make effective decisions.
The goal was to ensure that every user — whether setting, reviewing, or approving targets — had access to the right business context before taking action.

To support this, I collaborated with Reckitt’s business team to identify the key performance indicators (KPIs) that guide target decisions — such as Base, Target, Adjusted Target, and Target %.

These metrics allow users to compare planned vs. achieved performance before setting or approving any changes.


To make the insights contextual, a single filter panel lets users narrow down results by month, level, channel, and quarter.

This interaction gives every role — from RM to SD — the flexibility to see only what’s relevant to their scope, without overwhelming them with data from other regions.

Developing the Hero Flow

Understanding roles

workflow and

interactions

To design a system that worked seamlessly across every role, I began with the Sales Director (SD) — the role with complete visibility and all permissions.

The SD’s flow became the hero flow, defining how targets are created, adjusted, and approved throughout the hierarchy.

Starting from this top-level view allowed me to design the entire permission logic in one place — how information flows downward as targets, and upward as approvals.


Every other role (RM, ZM, ASM) was then derived by progressively limiting access — removing certain actions or narrowing visibility while keeping the same interaction pattern.


For the SD, the flow includes:


  1. Login and Role Selection — Access to all regional dashboards.

  2. Review KPIs and Filters — Compare base, target, and adjusted target across zones.

  3. Adjust Targets — Modify or approve targets directly from the main dashboard.

  4. Approval Loop — Receive and approve requests from RMs and ZMs, with visibility into every ongoing cycle.

Below is the developed flow for the Sales Director, capturing all actions, approvals, and interactions across roles.


flow

Interaction Flow : Approve or

Adjust

Improving visibility

and traceability of

the output

After login, users are guided through a simple path that separates two key workflows — approving and adjusting targets.

The flow begins with channel selection, followed by a quick prompt to choose the preferred action type.

This distinction was designed to help managers handle bulk approvals efficiently, without confusion between review and adjustment modes.

At any time, users can switch between the two flows using the top selector on the homepage, maintaining continuity while keeping both actions contextually distinct.

🎯 A streamlined entry flow that guides users to choose between approving or adjusting targets — reducing confusion, supporting bulk actions, and keeping both workflows clearly separated within the same interface.

Homepage

Improving visibility and

control

Improving visibility

and traceability of

the output

The homepage brings together everything a user needs to review, adjust, and approve targets — all in one view.

🎯 The homepage consolidates KPIs, filters, and approval actions into a single dashboard — enabling users to move from insight to action without switching views.

Interaction

Editing and Validating Target

Adjustments

Improving visibility

and traceability of

the output

When a user modifies a target, every action is supported by clear feedback and validation to maintain data integrity.

The adjustment flow allows users to:

  1. Edit a Row — directly change the adjusted target value in-line.

  2. Validate Thresholds — system prompts appear when values exceed defined limits, prompting the user to justify the change.

  3. Add Comments — a mandatory field ensures accountability and context for every modification.

  4. Save or Undo — users can confirm edits or revert them instantly before submission.



This micro-flow was designed to make adjustments quick yet responsible — giving managers freedom to act while reinforcing transparency across the approval chain.

Impact

Results of the redesign

Improving visibility

and traceability of

the output

⏱ Reduction in Approval Time

Streamlined role-based workflows and the separation of Approve and Adjust flows reduced the average approval cycle from 5 days to 2.5 days — improving cross-level coordination by ~50%.


📈 Improved Target Accuracy

With clear KPI visibility and validation thresholds, regional target accuracy improved by 22%, minimizing manual recalculations and misaligned allocations.


🚀 Increased Productivity

Bulk approval and inline editing features reduced time spent on repetitive approvals by 40%, enabling managers to focus on strategy rather than administration.


🔒

While I’ve shared key parts of my design process, some visuals and final assets are under NDA and can’t be shown publicly.