Nexium had been a long time client of Saatchi Professional Healthcare and due to changing account teams at AstraZeneca (the parent company) it was time to update their tablet sales tool that is carried by sales representatives.
It was known that the previous iteration had some usability issues that needed to be addressed. To do that we started by completing an eye-tracking / engagement study of the previous version. With those benchmarks and the knowledge of what wasn't working we were able to plan for success before embarking on design.
Our designs focused on an extreme reduction of text on screen. We also used speech bubbles to add focus to the attention of the busy doctors.
We also found that using images of humans resulted in higher engagement scores so we tried to add a human, looking at the appropriate elements wherever we could.
Before delivery we tested the app again and were able to show the client that it performed leaps and bounds better than the previous version resulting in proven success before even launching.