Defined a phased UX delivery strategy for the Beacon platform — balancing launch urgency with long-term scalability. Phase 1 established core experience across five sections: What Are Clinical Trials, Benefits of Clinical Trials, Resources and Guides, Clinical Trial Search, and Clinical Trial FAQs — each designed as a standalone UX module at launch while serving as the foundation for Phase 2 expansion.

Translated the UX site architecture into a full information hierarchy model — mapping how clinical content is sequenced across all trial types to support progressive patient understanding from awareness through enrollment. Content was designed across three stages: awareness, consideration, and action — each requiring distinct UX patterns and content treatment.

Three representative pages from the complete Beacon platform illustrating the UX content hierarchy and progressive disclosure design across three distinct stages of the patient decision journey. Trial search CTAs were designed and placed at moments of highest patient readiness. Clinical references and regulatory disclosures were integrated as structural UX elements — maintaining credibility without disrupting patient experience flow.

The FreeStyle Libre CRM Onboarding Service Blueprint defined the full patient lifecycle UX arc — establishing the phase structure, behavioral sequencing, and experience design logic that guided downstream CRM content, clinical messaging, and fulfillment operations across an 88-day engagement program. The blueprint organized the patient experience journey into ten distinct phases from device activation through program graduation.

The Lifecycle Communication Model translated the service blueprint into a complete experience design architecture spanning the full onboarding and engagement arc. Content was designed progressively: early communications established device confidence; mid-arc experiences introduced lifestyle integration and data interpretation; later-stage design shifted toward habit reinforcement and long-term self-management behaviors.

Final MLR-approved email experience design produced from the lifecycle communication system. Three emails represent distinct UX phases: 'Your journey starts today' oriented new patients; 'A continuous glucose monitor can help you achieve better outcomes' moved patients from device familiarity toward clinical understanding; 'You've worn your sensor for 13 straight days' shifted to behavioral reinforcement at a known UX drop-off risk point.

The primary UX strategy tool used to align clinical messaging, experience design priorities, and sequencing logic across two distinct patient audiences within a single DTC web experience. The framework defined the core UX tension explicitly: one site, two opposing patient needs. Five UX design recommendations per audience across six content areas, with six MLR watch items sequenced for regulatory review alignment.

UX structural and navigation design improvements across the Verzenio secondary pages for both EBC and MBC patient audiences. Core UX findings identified inconsistent sub-section labeling, hero visibility issues caused by cookie and safety banners, and isolated icon/block layouts that increased page length without improving experience scannability. MBC was identified as the source-of-truth UX navigation pattern.

Fully produced Verzenio DTC platform delivered following MLR review and approval across both EBC and MBC indications. Experience design followed the defined UX sequencing models — EBC: Emotion→Evidence→Action; MBC: Evidence→Context→Support — with distinct visual hierarchy and CTA design for each patient audience.

The global UX site map defined the page hierarchy, content groupings, and experience design principles that had to remain consistent across all markets. The homepage anchored the experience with four stigma-reduction UX content modules before routing patients into four distinct experience pathways: Understanding Obesity, Weight Management Options, Weight Loss Journeys, and Talk to Your Doctor.

Seven page-level mobile UX layouts validating content hierarchy, structural sequencing, and the global-to-local experience design logic across the most divergent market scenarios. The homepage established the emotional UX entry point — leading with stigma-reduction framing before introducing clinical content. The Quiz Module was a distinct UX type — a five-screen interactive questionnaire generating a personalized discussion guide, representing the highest-complexity local flex zone.

Fully produced global obesity platform delivered following MLR review and approval. Homepage experience design opened with direct stigma-reduction framing — 'It's not our fault. We know now obesity is a disease' — before moving into the biological resistance UX flow. The Understanding Obesity page led with disease definition before introducing biological complexity through a carefully sequenced experience design hierarchy.