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Sales reps needed fast access to patient data during conversations—but critical information was fragmented across multiple screens.
My role: UX Design, Strategy, Prototype.
Timeline: 1 months I Platform: iPad I Tools: Adobe XD
Others Involved: PM, Visual Designer, Copywriter, Developer.
Impact
↓ Navigation steps
↓ Navigation steps
↑ Speed of interaction
↑ Speed of interaction
↑ Confidence during sales conversations
↑ Confidence during sales conversations
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
Ideation
During our brainstorming sessions we simplified the user flow and created storyboards to illustrate how it'll work.
User flow
Based on secondary market research and findings from the client, we knew that the current experience with IVAs causes frustrations among the reps.
After internal brainstorming, we found a way to simplify a user flow by integrating patients profiles into IVA.
Before: every time a rep wanted to demonstrate a related patient profile to illustrate the impact of the medication, he had to click two times in order to locate it.
After: The rep has an option to preload the related patient profile before his visit to physician office. After that the related profile are shown on all pages where it belong to without any need to look it up multiple times.
Storyboard
User Story: As a sales rep, I want to locate patient profile without going back and forth every time I need it, so I have time to explain the medicine benefits to the doctor.
In a close-up storyboard I illustrated how easily a patient profile can be added to an IVA and become fully integrated into the pages content.
Solution in action
STEP 1
Accessing patient data in context
Patient data is now accessible directly within the IVA page—eliminating the need to navigate away during conversations.
Wireframes
Below wireframes demonstrating how the rep can preload the relevant patient profile (screen 1-4), after that it becomes a part of every screen where it belongs too (screen 5) with an ability to hide it or show a full profile (screen 6).
Splash page: Choose to add or skip a patient profile
Find a matching patient profile
Add a patient profile
Confirmation page
Page with the added Patient profile. It allows to hide patient profile or see a full patient profile.
View of a full patient profile
Next Steps
Presented our concept to the client & received their full approval. We were planning to test our UX and then move to the visual design. Unfortunately the project got stopped and eventually cancelled due to FDA rejection, because risks of "Kinharto" outweighed its potential benefits.
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