Critical information exists — but not when it’s needed
Designing for real-time decision-making in medical sales
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Role: Product Designer
Timeline: 6 months
Platform: iPad
Team: Cross-functional team (12 members)
THE CHALLENGE
Sales reps use iPads during conversations with healthcare professionals, where critical patient data is spread across multiple screens.
Reps weren’t struggling to find information—they were struggling to use it in time.
Key challenges
Context switching during conversation
Data not available in context
Limited time during interactions
HOW MIGHT WE make critical information accessible in the moment it’s needed?
DISCOVERY
Understanding the real-world challenges
We spoke with sales reps and observed their interactions with HCPs to understand how they access and use patient information during live conversations.
Context switching mid-conversation
Reps move between multiple screens & tools while engaging with HSPs
Data not available in context
Critical information is split across sections—hard to access in the moment.
Time-constrained interactions,
HCPs allow 1–3 minutes—creating pressure to find the right information quickly.
8/10
8/10
sales reps said they often struggle to access information in time during conversations.
1-3 minutes
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
Before
Fragmented, step-based navigation
After
After
Critical patient data surfaces within the workflow—no 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
IMPACT
Designed for the moments that matter
Buy integrating critical data into the workflow removed friction and helped reps stay focused on the conversation — not the interface.
Eliminated context switching
Eliminating the need to switch between tools, keeping everything in one seamless flow
Critical data surfaced in real time during conversations
Reps can access and act on the most relevant patient info in the moment it's needed.
More time engaging, less time searching
Reps can focus on meaningful conversations and building trust with HCPs.
THE OUTCOME
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.
Mesure 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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