CBR. Cord Blood Registry came to us with a unique UX challenge. The app had to be designed for two simultaneous users: CBR sales reps and the doctors they are calling on. The rep needs instant access to highly technical information about stem cell storage and banking. The doctors need to ask questions, dig deeper, or pivot to other topics. The UI itself had to almost disappear so reps can make presentation shifts without skipping a beat. The conversation had to be effortless. We began with a content audit and map, market segment personas, and a robust wireframe. We ended with a beautiful user experience for everyone.