Challenges

• Long, slow, and cumbersome iCVA; functionality and buttons were not intuitive
• Small copy on overcrowded screens
• > 17 swipes to get through the key messages
• Ultra-conservative regulatory team

Opportunities

• Reps need a tool that’s simple, bold, and fast
• Maximize features and functions of the iPad
• Renew focus on the core story
• Partnership with Amgen brand team, including medical, regulatory, and legal

Results

• New, improved, and consistent brand story
• Smart table of contents that made all content no more than 2 taps away
• Streamlined functionality; only 7 swipes to detail the brand story
• Thoughtful design and execution
• Tagged data to see which content is resonating the most