ANDREW BRADY
Work
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Boston Scientific
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eDetail Platform
Client
My Contribution
Like many tech companies, Boston Scientific is plagued by "and" disease: their product messaging often devolves into a laundry list of features in no particular order, informed less by market strategy than by what Jim in R&D decided was important. So when BSC tasked us with building a sales enablement tool designed for "three-minute conversations" with doctors about the products, we had our work cut out for us.
Finding the cure for "and"
We designed a proprietary enablement ("eDetail") platform to help sales reps to speak with doctors about new products in an efficient and tech-forward way. Our goals were threefold:
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standardize user experience without diminishing unique product identity
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maximize maneuverability without sacrificing top-level organization
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facilitate brand narrative without interfering with natural conversation
Additionally, our overarching rule was "four taps or fewer"—meaning that traveling from one arbitrary slide to another must require no more than four taps of the screen.
After extensive user testing and product research, I developed a modular UX framework built on BSC's digital brand standards while preserving the flexibility to reskin visuals with the product's unique colors, textures or assets:
Home
Chapter
Content
Product feature
3up card grid (features)
Tabbed sidebar
2up card grid (clinical data)
Popup
Brief summary
Below are just some of the many products for which we built eDetail apps (they're each about 50 slides apiece, so I'll spare you most of the slog). For each new project, I would organize the product information, lead a workshop of stakeholders to determine flow/hierarchy, select images/charts, design UI elements and build prototypes. It was...a lot.
You've definitely made me the coolest kid in the office lately. Everyone's asking who did our eDetail and when they can get one for their product.
Grant M, POLARx Product Manager
