The Problem
The challenge was designing a system that could adapt to unpredictable real-world constraints without sacrificing narrative coherence or compliance.
Reps may have:
- 30 seconds in a hallway
- 2 minutes between patients
- 10+ minutes in a scheduled visit
Most IVAs enforced rigid, linear presentations, creating friction in short, real-world interactions.
10 minutes
scheduled visit
Linear,
full-length
presentation
Sales Rep
30 seconds
in hallway
2 minutes between patients
Brand
The UX
Challenge
The design challenge was to create a modular system that could adapt to time, context, and audience, while supporting both the rep and the HCP as co-participants in the conversation. How might we design an IVA that:
- Adapts to short, medium, and long conversations
- Supports different levels of HCP familiarity
- Allows reps to build and adjust their story in real time
- The system serves both the rep and the HCP within the same interaction.
Design Exploration:
Three IVA Models
Rather than committing to a single paradigm, I explored three distinct interaction models, each optimized for a different field reality.
Rep-HCP Interaction
(Time, Context, Priority)
Time-Based
Navigation
- Quick hit
- Deep dive
- Auto-scope
User-Segmented
Entry Points
- By HCP Specialty
- Save progress
Rep-Built
Storytelling
- Select modules
- Reorder flow
- Save stories
Concept 1: Time-Based Navigation
This model prioritized speed and recognition, enabling reps to surface key content instantly based on available time. Reps choose the conversation length upfront:
- Quick presentation: 15–45 seconds
- Full presentation: 5–10 minutes
Rep insight:
“Sometimes I know I’ve got 30 seconds before the next patient—this lets me get in and out without guessing what to skip.”
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Concept 2: User-Segmented Entry
This approach aligned entry points with clinical context and audience familiarity, reducing unnecessary repetition and improving relevance.
Rep insight:
“If they already know the MOA, I don’t want to re-teach it—I just want to show what’s new.”
Select Specialty
Select Type
Primary Care
Pioneer
Hesitant
Unknown
Urologist
Radiologist
Concept 3: Rep-Built Storytelling
This model treated the rep as a narrative builder, enabling dynamic sequencing of compliant content modules in real time.
Rep insight:
“Every doctor is different. This lets me tell the same story, but not the same way every time.”
Drag Chapter to add to your story
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[Chapter 1]
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[Chapter 2]
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[Chapter 3]
Hybrid Interaction Model
Current Principles
- Flexibility over linearity
- Recognition over recall
- Fast entry with safe defaults
- Compliance-aware by design
Primary Care
Urologist
Radiologist
Indication I
Indication II
1.Select Indication
2.Select Specialty
3.Build Your Story
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Lorem Ipsum [Chapter 2]
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Impact
The final system replaced rigid, linear presentations with a modular, adaptive conversation architecture designed for real-world variability.
Modular IVA framework adaptable across brands and indications.
Reduced friction in short, real-world interactions
Helped reps feel prepared rather than constrained by the tool
- Work completed as part of a cross-functional team at a global healthcare agency. Details modified for confidentiality.
