Featured work

Experience design and UX strategy in regulated environments.

UX strategy, experience design, and competitive intelligence — agency-side, across FDA, MLR, and HIPAA-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
UX Audit · Lifecycle Experience Design
Abbott FreeStyle Libre — UX Audit & Lifecycle Experience Design
20% patient drop-off reduction — identified friction in a regulated onboarding flow and redesigned the full 88-day lifecycle experience. Health Canada MLR-compliant.
↓ 20% drop-off reduction View case study → Eli Lilly Verzenio
Experience Architecture · CI · Multi-Audience UX
Eli Lilly Verzenio — Experience Architecture & Competitive Intelligence
Two UX sequencing models serving EBC and MBC patients from one platform — competitive benchmarking and MLR-aligned content strategy cleared in a single review cycle.
Dual-audience UX architecture · Single MLR cycle View case study → Eli Lilly Global Obesity
Global UX Design · IA · AI-Augmented CI
Eli Lilly Global Obesity — Digital Experience Design & Strategy
Global UX framework deployed across four markets — KSA, UAE, Germany, Japan — with distinct regulatory environments and cultural contexts. No per-market rebuild required.
4 markets · AI-augmented CI View case study → Amgen Enbrel — Patient Experience Redesign
UX Audit · Site Redesign · Dual-Audience Architecture
Amgen Enbrel — Patient Experience Redesign
Diagnosed a dual-audience architecture failure after a site redesign collapsed bounce rate from 63% to 89%. Led UX research commissioning, vendor evaluation, and full-site wireframe redesign across 53 pages. FDA-regulated.
89% bounce rate crisis → full redesign View case study → Amgen Enbrel — CRM Email Audit & Optimization
CRM Audit · Email UX · Cadence Optimization
Amgen Enbrel — CRM Email Audit & Optimization
UX audit across a seven-email patient onboarding cadence — diagnosing a below-benchmark CTR despite strong open rates, and delivering before/after redesign recommendations across every touchpoint. FDA-regulated.
7 emails audited · 36% open vs 21% benchmark View case study → Eli Lilly Clinical Trials — Beacon Platform
UX Strategy · IA · Decision-Support Design
Eli Lilly Clinical Trials — Patient Experience Strategy & IA
Reframing oncology clinical trial enrollment from a last-resort decision into a first-choice option — three-stage progressive disclosure architecture designed for patients, caregivers, and the newly diagnosed.
MLR-ready architecture · 3-stage progressive disclosure View case study →