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Summary
Uncommon Creative Studio Limited needed to make a US healthcare brand's iPad sales tool work for field reps pitching to doctors. As Senior Product Designer, I worked from Uncommon's brief to rebuild a 30-to-40-page tool around one-handed swiping, so a rep can reach the right evidence in a pitch that may last under a minute. The client tested my wireframes, built the tool and launched it in May 2026.
Problem
- A US healthcare brand sells infant formula. It markets to parents and to the healthcare professionals who recommend it. A field team of around 600 reps handles that second job, pitching to doctors across the country from an iPad.
- Pitches can last under a minute, caught in a hospital corridor between meetings. The doctors vary too. An OBGYN, a paediatrician and others each need a version built for them, as does a product range that spans formula for infants, toddlers and premature babies.
- The existing tool runs 30 to 40 pages, with the content that could win a recommendation buried out of reach. It works against how reps move, since they prefer to swipe and worry about wasting a doctor's time. It's also fixed, so it can't change to suit the doctor in the room. The company wants to grow sales, and the tool holds its reps back.
What I did
Worked from Uncommon's brief
Uncommon briefed me on the reps, the doctors and the existing tool. I didn't speak to reps or doctors myself. I designed to the brief and used the client's own testing cycle to check the work.
Investigated interaction cost in the existing tool
Tapping cost reps the most. They tapped to open reference notes, tapped to switch product, and tapped again to move between pages. The science behind each claim sat behind more taps still, so most of it never reached the doctor. Every tap pulled a rep's eyes down from the conversation.
Rebuilt the pitch around swiping to keep reps in the conversation
The pitch now runs sideways as one story: the opening, then each benefit in turn, then the call to action. A rep swipes left and right to move along it.
- To switch product, a rep swipes down and picks from a short list. Reps don't switch often, so the extra step is worth it.
- To bring up references, they swipe up and a sheet rises from the foot of the screen.
- A toggle at the start of each product journey sets the doctor type in one tap. An OBGYN and a paediatrician each open into a version built for them.
Added two navigation strips so reps always know where they are
Reps switch context all the time. They present, answer questions and move on to the next doctor. I brought all the hidden content into view so reps and doctors can see where they are in the pitch at any point.
- A top tab strip shows where the rep is in the pitch.
- A lower strip shows the layers inside the current step, such as a product benefit.
- Where a benefit holds more science than one screen can show, a counter such as "Science 1 of 3" tells the rep how much is left.
Enlarged the doctor switcher to stop missed taps
The client tested my wireframes with 5 internal reps in its regular testing cycle. 3 found navigation much easier. 3 said they'd sometimes miss the OBGYN and paediatrician switcher when changing it before a meeting. I made the switcher's touch targets bigger.
Added sharing so the evidence stays with the doctor
A rep can send a study straight to the doctor, so the pitch leaves something behind after the meeting ends.
Results
My engagement with Uncommon was fixed to another project's timeline, so I didn't take the redesign beyond wireframes. I don't have post-launch data.
- 3 of 5 internal reps found the new navigation much easier in the client's testing.
- The client's team built the tool from my wireframes and launched it in May 2026.
What I'd measure
To judge the redesign, I'd track:
- Clinician uptake, defined up front as a recommendation, a trial order or a repeat order.
- Uptake across matched periods before and after launch.
- Time per pitch, and how often reps open the evidence sheet.
