At OTS (Orang Tree System), the stakeholders wanted to increase ROI for their web app named Greenline, which assists pharmacies, patients, and prescribers in the Prior Authorization process.

Defining the Problem: There was not a single digital footprint or marketing strategy; users couldn’t find their products, even though they could test the best claims module, which was deeply rooted in AI.

Ammar was very clear from the start: “You need to understand the root friction, not just the symptoms.”

Ammar pitched the idea of strategic marketing funnels. The main strategy point was to open-source some AI-rooted modules, such as the Appeal Letter, Progress Notes Analyzer, Letter of Medical Necessity, and PA Approval Criteria.

Funnel Landing Page: Ammar presented three variations that target user attention to the CTA in different ways. He also conducted A/B testing with stakeholders to determine the most effective option.

AI Visualizer: Ammar utilized gradient-based, circle fading in-and-out animations, along with a loader, to reflect the concept of AI automation workflows and processes.

Interactive Animation: Ammar had to switch between tools and workflows to create an interactive and user-friendly animation. The goal was to design an experience that users could navigate effortlessly.

Animated Modules: He added the animation to enhance functionality for better user understanding. See Animation.

Ammar crafted 7 unique designs exclusively for the hero section, transforming it into a powerful user engagement magnet.

Components Library: Ammar spent two months finalizing the design direction and building the design system. There was a lot of back and forth between teams, stakeholders, and design ideation and exploration.

Ammar achieved a 30% increase in user engagement during pharmacy onboarding, handling around 5,000 requests. Users keep returning to the site for multiple prior authorization processes.

Initial Design Explorations: Ammar aims to explore a futuristic design direction but struggled because business goals and user personas weren't aligned. He experimented with design languages like Flat and Minimal to find the right balance between user intentions and business objectives.