Summary

As a product designer at ACTO, I led the design of CxZone, an AI-powered training simulator tailored for Life Sciences sales representatives. The goal: empower reps to confidently engage with Healthcare Professionals (HCPs) using realistic simulations, gamified learning, and personalized feedback loops.

The Problem

Sales reps in the Life Sciences industry face a unique set of challenges:

• ❌ Limited access to HCPs for practice or real-time feedback.
• 📉 Inconsistent skill levels across reps.
• 🧠 Low retention from traditional, static training formats.
• 🧩 Lack of personalization in existing AI simulators, which reduces engagement and industry relevance.

Our Solution: CxZone AI Simulator

We created CxZone — a gamified, AI-driven platform for reps to simulate real-life HCP interactions.
Key Features:

• Realistic HCP Avatars: AI-powered, customizable digital clones.
• Practice & Certification Modes: Reps start with guided practice and progress toward full simulation certifications.
• Instant Feedback: NLP-driven analysis of conversations with real-time coaching tips.
• Gamification: Points, leaderboards, and progress tracking to drive motivation.
• Tool Integration: Veeva PromoMats, MedComm, and other key Life Sciences tools.

Implementation Strategy

Phase 1: Foundational Practice + Gamification

• Designed user flows for reps, managers, and admins.
• Created a modular system for custom HCP personas based on therapeutic area and region.

Phase 2: Certification & Personalization

• Integrated real-world product data (e.g., Veeva materials).
• Built wireframes for simulation UI, conversation feedback, and progress dashboards.

Role-Based UX

• Admins: Configure HCP avatars and scenarios using intuitive form builders.
• Managers: Assign simulations, track team performance, and give personalized feedback.
• Reps: Engage in AI-driven conversations, receive coaching, and climb the leaderboard.

Design Takeaways

• Designing for realistic, high-stakes conversations required close collaboration with medical and legal teams.
• The modular avatar system allowed us to scale across specialties and regions.
• Gamification proved critical — without it, reps were less likely to engage voluntarily.

Conclusion

CxZone redefines Life Sciences sales training by merging simulation, personalization, and gamification into a single, scalable platform. Through thoughtful design, we helped reps build confidence and competence — turning training from a checkbox into a competitive edge.