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Sales reps needed fast access to patient data during conversations—but critical information was fragmented across multiple screens.
Role: UX Design · Product Strategy · Prototyping
Timeline: 1-month sprint
Platform: iPad
Tools: Adobe XD
Team: Product Manager · Visual Designer · Copywriter · Develope
Cytokinetics developed Kinharto, a medication designed to support patients with heart failure.
The challenge
Cytokinetics developed Kinharto, a medication for patients with heart failure.
Sales reps used IVAs during conversations with healthcare professionals—but critical data was fragmented across multiple screens.
In time-constrained interactions, this friction reduced the effectiveness of each meeting.
HOW MIGHT WE make critical information accessible in the moment it’s needed?
Primary user
Primary user
Sales rep (pharmaceutical)
Sales rep (pharmaceutical)
Works in time-constrained, in-person interactions
Needs instant access to relevant patient insights
Uses IVA during live conversations with HCPs
What we discovered
What we discovered
8/10
8/10
sales reps fail to deliver meaningful information
within a limited interaction time with healthcare professionals.
1-3 minutes
1-3 minutes
Average time HCPs give to sales represantatives
Every second spent navigating reduces effectiveness.
What we observed
Understanding real-world constraints behind sales interactions
Reps switch between multiple screens mid-conversation.
Patient data isn't accessible in context.
Navigation interrupts the flow & breaks the natural flow of discussion.
The problem isn't access to information.
It's time pressure + scattered information
During 1-3 minute interactions, reps don't have time to find what they need.
Design decision
Design decision
THE INSIGHT
THE INSIGHT
Sales reps don’t lack information—they lack the time to access it when it matters.
Before/After
Before/After
Instead of forcing users to navigate between screens, I integrated patient profiles directly into key IVA pages—bringing critical information into the moment it’s needed.
Before
Multiple steps to access patient data
Context switching during conversations
Slows down real-time interaction
After
Patient data available in context
Fewer steps, smoother interactions
Supports real-time conversations
Solution in action
Balancing speed with depth
Access critical information instantly—while keeping deeper details one tap away.
Sales reps need both quick access and deeper insight during live conversations.
This experience supports both through progressive disclosure.
How it works
1. In-context summary
Quick access to key patient data during the conversation
2. Expand on demand
Tap to view the full patient profile when deeper detail is needed
3. Return to flow
Close the profile and continue without losing context
IN CONTEXT SUMMARY
Key patient data available within IVA
View full profile >
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
Impact
↓ Navigation steps
↓ Navigation steps
↑ Speed of interaction
↑ Speed of interaction
↑ Confidence during sales conversations
↑ Confidence during sales conversations
By integrating patient data directly into the IVA and supporting progressive disclosure, the experience reduces friction and enables more effective real-time interactions.
By integrating patient data directly into the IVA and supporting progressive disclosure, the experience reduces friction and enables more effective real-time interactions.
Reduced friction
Reduced friction
Fewer steps and no context switching during conversations
Faster decision-making
Faster decision-making
Key information is accessible instantly
Improved interaction quality
Improved interaction quality
Reps can focus on the conversation—not the interface
Next Steps
Validate with sales reps in real scenarios
Measure interaction time and engagement
Iterate on data prioritization based on usage
While the concept was approved internally, the project was discontinued following regulatory outcomes that prevented further product rollout.
Despite this, the project provided valuable insights into designing for time-constrained, high-stakes interactions in healthcare environments.
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