UX CASE STUDY
Physician Insights
Physician Insights
UX + UI
UX + UI
Healthcare
Healthcare
Sales Intelligence
Sales Intelligence
B2B
B2B
Mobile-First
Mobile-First
GenAI
GenAI
810x566
390x844
I was asked to design an AI-driven, mobile-first solution for field sales reps, to simplify planning and lead to more impactful visits with doctors.
I was asked to design an AI-driven, mobile-first solution for field sales reps, to simplify planning and lead to more impactful visits with doctors.
I was asked to design an AI-driven, mobile-first solution for field sales reps, to simplify planning and lead to more impactful visits with doctors.
Project Summary
Project Summary
Project Summary
Key Outcomes
Key Outcomes
Key Outcomes
I delivered a proof of concept on time, without any primary research and few requirements.
I delivered a proof of concept on time, without any primary research and few requirements.
I delivered a proof of concept on time, without any primary research and few requirements.
It was quite successful; truly different and forward-thinking, and helped us win new business.
It was quite successful; truly different and forward-thinking, and helped us win new business.
It was quite successful; truly different and forward-thinking, and helped us win new business.
I became the design team's go-to in AI, which would be featured in 70% of my future projects.
I became the design team's go-to in AI, which would be featured in 70% of my future projects.
I became the design team's go-to in AI, which would be featured in 70% of my future projects.
Client
Client
Client
Top 10 global biotech company
Top 10 global biotech company
Top 10 global biotech company
Timeline
Timeline
Timeline
8 Weeks (2022)
8 Weeks (2022)
8 Weeks (2022)
THE TEAM
THE TEAM
THE TEAM
Product Design Lead (me)
Product Design Lead (me)
Product Design Lead (me)
Client Partner
Client Partner
Client Partner
Data Scientists (2)
Data Scientists (2)
Data Scientists (2)
Solution Architect
Solution Architect
Solution Architect
KEY DESIGN ACTIVITIES
KEY DESIGN ACTIVITIES
KEY ACTIVITIES
Secondary Research
Secondary Research
Secondary Research
UX Ideation and Co-creation
UX Ideation and Co-creation
UX Ideation and Co-creation
IA and Wireframeing
IA and Wireframeing
IA and Wireframeing
UI / Visual Design
UI / Visual Design
UI / Visual Design
Interactive Prototyping
Interactive Prototyping
Interactive Prototyping
Problems to be Solved
Field reps have just 11-15 mins of face-time with a doctor, so careful planning is a MUST.
They have 30 mins to prep for a call, yet often spend 4-5 times longer.
With over 30 data sources, prepping for a call can be overwhelming.
Problems to be Solved
Field reps have just 11-15 mins of face-time with a doctor, so careful planning is a MUST.
They have 30 mins to prep for a call, yet often spend 4-5 times longer.
With over 30 data sources, prepping for a call can be overwhelming.
Problems to be Solved
Field reps have just 11-15 mins of face-time with a doctor, so careful planning is a MUST.
They have 30 mins to prep for a call, yet often spend 4-5 times longer.
With over 30 data sources, prepping for a call can be overwhelming.
Designing the Solution
Designing the Solution
Designing the Solution
Designing the Solution
We knew very little going in, so my approach was tactical and highly collaborative.
We knew very little going in, so my approach was tactical and highly collaborative.
I started by creating some quick visuals to get the team engaged.
I started by creating some quick visuals to get the team engaged.
I started by creating some quick visuals to get the team engaged.
I quickly moved to UI design. Here are some key pain points and solutions for this AI-driven experience.
I quickly moved to UI design. Here are some key pain points and solutions for this AI-driven experience.
After ideation, I quickly moved to UI design. Here are the key pain points and solutions...
I quickly moved to UI design. Here are some key pain points and solutions for this AI-driven experience.
PAIN POINT 30+ data sources is overwhelming
PAIN POINT 30+ data sources is overwhelming
DESIGN APPROACH
DESIGN APPROACH
Solution:
Unify all of the data points
Correlate the data points
Show correlations between data
Exclude what doesn't matter
Explain with visuals
PAIN POINT Research takes hours instead of minutes
PAIN POINT Research takes hours instead of minutes
DESIGN APPROACH
DESIGN APPROACH
Solution:
Put important data first
Make the data interactive
Use white space effectively
Make it feel conversational
PAIN POINT Planning talking points for a 11-15 min call
PAIN POINT Planning talking points for a 11-15 min call
DESIGN APPROACH
DESIGN APPROACH
Solution:
Predict important topics
Show social media posts
Suggest a conversation flow
Provide strategic questions
Reveal the doctor's tendencies
Keep visuals simple
As the solution began to take shape, I added more views to enhance functionality.
As the solution began to take shape, I added more views to enhance functionality.
As the solution began to take shape, I added more views to enhance functionality.
Highly interactive content
Highly interactive content
Timeline of appointments
Timeline of appointments
Suggest potential stops
Suggest potential stops
EQ and Engagement Scores
EQ and Engagement Scores
Map of appointments
Map of appointments
Voice input
Voice input
Overcoming the Challenges
Lack of requirements
I don't allow myself to be paralyzed by this scenario. I start asking questions, do a little research, and start designing.
Lack of requirements
I don't allow myself to be paralyzed by this scenario. I start asking questions, do a little research, and start designing.
No face-time with the client
I leaned into it, engaged my team, and approached it like pitch-work. And I was unafraid to take risks.
No face-time with the client
It's not ideal, but I leaned into it, engaged my team, and approached it like pitch-work. And I was unafraid to take risks.
No primary research
Today, I leverage AI when I can't interview users. In this case I had documentation, Google, and an amazing team. I can work with that.
No primary research
Today, I turn to AI tools when I can't interview users. But here I relied on documentation, Google, and an amazing team. I can work with that.
Designing feasible AI in 2022
AI was relatively new back then. While thinking big was key, so was reviewing it with my team to make sure it can be done.
Designing feasible AI in 2022
AI was relatively new back then. While thinking big was key, so was reviewing it with my team to make sure it can be done.
Brad has a strong, innovative design vision that pushes the boundaries of traditional UX design and continuously inspires.
- Project feedback about me provided to leadership
Overcoming the Challenges
Lack of requirements
I don't allow myself to be paralyzed by this scenario. I start asking questions, do a little research, and start designing.
No face-time with the client
I leaned into it, engaged my team, and approached it like pitch-work. And I was unafraid to take risks.
No primary research
Today, I leverage AI when I can't interview users. In this case I had documentation, Google, and an amazing team. I can work with that.
Designing feasible AI in 2022
AI was relatively new back then. While thinking big was key, so was reviewing it with my team to make sure it can be done.
Brad has a strong, innovative design vision that pushes the boundaries of traditional UX design and continuously inspires.
- Project feedback about me provided to leadership
Overcoming the Challenges
Lack of requirements
I don't allow myself to be paralyzed by this scenario. I start asking questions, do a little research, and start designing.
No face-time with the client
I leaned into it, engaged my team, and approached it like pitch-work. And I was unafraid to take risks.
No primary research
Today, I leverage AI when I can't interview users. In this case I had documentation, Google, and an amazing team. I can work with that.
Designing feasible AI in 2022
AI was relatively new back then. While thinking big was key, so was reviewing it with my team to make sure it can be done.
Brad has a strong, innovative design vision that pushes the boundaries of traditional UX design and continuously inspires.
- Project feedback about me provided to leadership
Results and Impact
Results and Impact
Results and Impact
Delivered ON TIME and ON BUDGET
ON TIME & BUDGET
Delivered ON TIME and ON BUDGET
I delivered this proof of concept on time, without any primary research and just a few loose requirements.
I delivered this proof of concept on time, without any primary research and just a few loose requirements.
I delivered this proof of concept on time, without any primary research and just a few loose requirements.
HIGH ROI
HIGH ROI
HIGH ROI
The result was viewed as a great success; truly different and forward-thinking, and became a key asset to win new business.
The result was viewed as a great success; truly different and forward-thinking, and became a key asset to win new business.
The result was viewed as a great success; truly different and forward-thinking, and became a key asset to win new business.
DESIGN EXPERTISE
DESIGN EXPERTISE
DESIGN EXPERTISE
This project established me as a go-to designer in AI.
Since then, over 70% of my projects have focused on AI in these areas:
This project established me as a go-to designer in AI. Since then, over 70% of my projects have focused on AI in these areas:
This project established me as a go-to designer in AI.
Since then, over 70% of my projects have focused on AI in these areas:
Brand performance
Brand performance
Brand performance
Clinical decision support
Clinical decision support
Clinical decision support
Financial forecasting
Financial forecasting
Financial forecasting
Medication adherence
Medication adherence
Medication adherence
Care coordination
Care coordination
Care coordination
Performance dashboards
Performance dashboards
Performance dashboards
Behavior modification
Behavior modification
Behavior modification
AI agents/chatbots
AI agents/chatbots
AI agents/chatbots
Disease monitoring
Disease monitoring
Disease monitoring
Want to know more? Let's connect!
Direct contact info
919.397.4778
bmarcumux@gmail.com
Raleigh-Durham, NC
© 2026 Brad Marcum. All Rights Reserved.
Want to know more? Let's connect!
Direct contact info
919.397.4778
bmarcumux@gmail.com
Raleigh-Durham, NC
© 2026 Brad Marcum. All Rights Reserved.
Want to know more? Let's connect!
Direct contact info
919.397.4778
bmarcumux@gmail.com
Raleigh-Durham, NC
© 2026 Brad Marcum. All Rights Reserved.