RALV - Explaining a complex and innovative device

Starting point 2024:

Intraocular lenses have to be surgically implanted in the eyes. To help patients decide whether the physical and financial effort is worth it, DEZIMAL GmbH developed RALV—Real Artificial Lens Vision—with 1stQ’s Rüdiger Dworschak as consulting mentor. When patients look through the RALV lenses, they can see for themselves how their vision improves, and do not have to rely solely on the assessment of their treating physician.

How much information has this paragraph given you about RALV? Still difficult to imagine, isn't it?

RALV wows experts at trade fairs, but to understand the possibilities this device offers physicians, you have to experience it for yourself and not just read about it. However, transporting RALV to interested doctors' offices for individual demos is far too expensive.

Our task:

How can the sales force – using only an iPad – impressively demonstrate what RALV can do, and whether it fits into the physician's office at all?

Our solution:

... to the problem was complex to design didactically and technically but is simple and intuitive to use – just like RALV.

Together with 1stQ, we designed an iPad app that…

enables the sales force to make RALV tangible and experienceable for doctors, and guides them in detail through the five-stage patient journey,
is the most modern user manual in the world - interactive, intuitive and understandable through play
and enables interested doctors to check whether RALV fits into their medical practice using augmented reality.

1. Presentation aid for the sales force

The IOL-Experience app shows every step of the lens exchange process in detailed 3D scenes, from the initial patient information meeting to the eye tests after the operation. This gives doctors a digitally holistic overview over the entire patient journey with RALV.

We created a digital 3D model of RALV and integrated it into the iPad app. This has the crucial advantage that the field force does not merely explain RALV in passive images or videos, but that it enables doctors to digitally handle and explore the device themselves.

2. Interactive instruction manual — playfully experiencing instead of deciphering technical jargon about Fig. 1c

Questions about the device can be answered directly on the virtual RALV. We have already included answers to frequently asked questions and prepared custom 3D scenes for them.

Like scene 3, which shows how to change RALV lenses, works completely without text or UI elements – solely through playful interaction and animation. To change lenses, users simply tap the images of the lenses. They then fly into the machine. Instead of explaining this laboriously with text, the interaction and the comprehensible animation say more than words.

3. Product placement with AR

Once doctors have understood the possibilities RALV offers, they can use augmented reality to virtually place the device directly in their office. To do this, the app scans the room in which RALV is to be placed with the iPad's “Lidar” laser scanner in just a few seconds. Physicians can then use the tablet's camera to see whether and where RALV fits best in their practice.

Scientifically correct, interactively experiencable and easily understood through play—together with 1stQ, we make complex topics easily accessible. Patients need to understand how vision works and experience the effects of visual impairments themselves. Only then can they make an informed decision for or against intraocular lenses.

This is our last post about our collaboration with 1stQ for the time being.

We are proud of our long-term and innovative partnership and look forward to working and learning together in the future — to sustainably improve customer communication at the intersection of science communication, marketing, technology and aesthetics!

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