Critical information exists — but not when it’s needed

Redesigning an iPad sales experience to surface critical patient data during live HCP conversations

The Challenge

Sales reps had limited time with healthcare professionals, yet critical patient data was spread across multiple screens. Accessing it during a conversation required navigating across multiple parts of the app.

Reps weren’t struggling to find information—they were struggling to use it in time.

Role: UX Designer

Scope: UX Strategy, Wireframing, Interaction Design

Timeline: 6 months

Platform: iPad

Team: Cross-functional team across Product, Design, Engineering, Medical & Client

Understanding the Problem

What the research revealed

I used existing research findings to understand how sales reps accessed and used patient information during live HCP conversations.

8/10

sales reps said they often struggle to access information in time during conversations.

1-3 minutes

the average time representatives have with HCPs per interaction.

It’s not a lack of information, it’s the inability to access it in the moment it’s needed.

This insight shaped our design approach.

Design Decision

We redesigned when information appears—not just how it’s accessed.

We stopped designing for access—and started designing for timing.

Instead of requiring reps to search across systems, we integrated critical patient data directly into their workflow.

The shift wasn’t fewer steps—it was changing when information appears.

Before

Fragmented, step-based navigation forced reps to move back-and-forth between content and patient data.

After

Critical patient data surfaces within the workflow—no separate navigation, no disruption to the conversation.

Patient data available in context
Fewer steps, smoother interactions
Supports real-time conversations

Solution

Fast answers, deeper insight when needed

Sales reps need both quick access and deeper insight during live conversations. This experience supports both through progressive disclosure.

How it works

In-context summary
Quick access to key patient data during the conversation
Expand on demand
Tap to view the full patient profile when deeper detail is needed
Return to flow
Close the profile and continue without losing context

IN CONTEXT SUMMARY

Patient data available within IVA

FULL PROFILE ON DEMAND

when deeper insight is needed.

Supports both quick scanning and deeper exploration—adapting to the needs of each interaction.

Faster access to key patient information
Stronger conversations with more confidence
Seamless experience without losing context

Design Impact

Designed to keep reps in the conversation

By integrating critical data into the workflow removed friction and helped reps stay focused on the conversation — not the interface.

Reduces unnecessary context switching

Critical patient data is accessible without leaving the conversation.

Supports faster decision-making

Relevant information is easier to scan and act on in the moment.

Keeps reps focused on the HCP

Less time navigating means more attention on the conversation.

The Outcome

Designed to deliver a faster, more confident sales experience —

improving interaction quality and patient outcomes.

Reflection

While the project was discontinued due to regulatory constraints, it revealed a broader opportunity: designing for time-constrained, high-stakes interactions where timing matters more than access.

Next Steps

Validate in the field

Test the experience with sales reps in real-world conversations to validate usability & impact.

Measure impact

Access impact on conversation flow, rep confidence, and decision-making speed.

Explore scalability

Adapt the solution for additional therapeutic areas beyond heart failure

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