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About IVA: Interactive Visual Aids (IVAs) are marketing tools utilized by pharmaceutical companies to educate and promote their products to healthcare professionals (HCPs). These aids are presented to HCPs by sales representatives (reps).
About the product: Cytokinetics, a biopharmaceutical company, has developed a new medication called "Kinharto" to assist individuals with heart failure. They've tasked the "Heartbeat" agency with designing an Interactive Visual Aid (IVA) to promote it.
Challenge
Sales reps were unable to deliver their IVA presentation effectively due to a large number of slides and difficult navigation, resulting in insufficient time.
My role: UX Design, Strategy, Prototype.
Timeline: 1 months I Platform: iPad I Tools: Adobe XD
Others Involved: PM, Visual Designer, Copywriter, Developer.
Discovery
Discovery
After conducting secondary market research, we discovered that the majority of reps do not utilize digital Interactive Visual Aids (IVAs); instead, they rely on core visual aids (CVAs), such as printed brochures, for their presentations.
Based on conversations with the client, we identified the main pain points of sales reps as being a limited time, complex design, and a lack of HCPs engagement.
8 out of 10 medical reps are unable to bring something informative for HCP.
Most HCPs give 1-3 min to Sales Reps.
User Problems
The majority of reps encountered challenges with using IVAs primarily due to its complexity of use and limited time with HCPs.
Objectives
To develop an IVA with simplified user flow for sales reps, and integrate patient profiles into their task flow to enhance intuitiveness and efficiency.
Problem statement: Alex, a sales rep, requires efficiency in using the IVA to quickly communicate the benefits of a new medicine to doctors, as they have limited time for conversation.
Goal statement: The new IVA will enable sales reps to access all relevant information within the context of the same page, simplifying its use and enhancing time efficiency.
Persona: Alex, sales rep
Who is Alex?
Alex is a Pharma sales rep that meets with HCPs to sell medical products. He uses both print and interactive visual aids to provide critical details about the product.
What are Alex's pain points?
Alex finds it difficult to use an IVA because it contains a large number of slides that are overloaded with information. He finds it tough and time consuming to navigate between the slides.
Alex knows that IVA contains the new, relevant data, but due to the lack of time and the complexity of use he continues to use print materials.
What is Alex's solution?
Alex need an IVA with simplified task/user flow to enhance intuitiveness of use and time efficiency.
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.
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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