The engagements that shaped the practice.
UX strategy, experience design, and competitive intelligence — agency-side, across MLR-regulated brands. Abbott · Eli Lilly · Amgen · AstraZeneca · GSK.
Full strategy rationale, deliverables, and methodologies are documented below. Select work available on request due to NDA constraints.
Abbott FreeStyle Libre
The content was right. The timing was wrong.
88-day lifecycle experience redesigned around behavioral readiness stages — not a content calendar. Health Canada MLR-compliant.
20% drop-off identified
View case study: Abbott FreeStyle Libre
Eli Lilly Global Obesity
One IA framework, deployed across four regulatory markets without a rebuild.
Stigma-reduction UX sequencing and a global/flex zone IA framework — deployable across distinct regulatory and cultural contexts without rebuilding.
Global IA · AI-augmented CI · Stigma-reduction UX
View case study: Eli Lilly Global Obesity
Amgen Enbrel — Patient Experience
An 89% bounce rate meant the redesign wasn't working. We rebuilt around the condition, not the interface.
Led research commissioning and a 53-page condition-first wireframe redesign — built to separate prospective and current patient paths from the first homepage interaction.
89% bounce rate → condition-first redesign
View case study: Amgen Enbrel — Patient Experience
AstraZeneca × NHL — Get Body Checked
Fans pledge for their team. The leaderboard does the persuading.
Journey map, wireframes and functional requirements for a cancer-screening pledge experience that NHL.com developers built from.
1,900+ pledges · Launched on NHL.com and AstraZeneca.com
View case study: AstraZeneca × NHL — Get Body CheckedOpen to the right conversation.
Director, Lead, and Head of UX Strategy and Experience Design roles in healthcare, pharma, health tech, and regulated enterprise. Agency or in-house · Full-time or freelance/fractional. New York City Metropolitan Area · Remote · Hybrid.