Featured work

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.

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Abbott · Health Canada · CGM Onboarding
The content was right.
The timing was wrong.
↓ 20% drop-off reduction
Abbott FreeStyle Libre
88-day lifecycle experience redesigned around behavioral readiness stages — not a content calendar. Health Canada MLR-compliant.
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Eli Lilly · KSA · UAE · Germany · Japan
One IA framework, deployed across four regulatory markets without a rebuild.
Global IA · AI-augmented CI · Stigma-reduction UX
Eli Lilly Global Obesity
Stigma-reduction UX sequencing and a global/flex zone IA framework — deployable across distinct regulatory and cultural contexts without rebuilding.
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Eli Lilly · Beacon Platform · Oncology
Patients saw clinical trials as a last resort. The redesigned IA made them a first choice.
MLR-ready · 3-stage progressive disclosure
Eli Lilly Clinical Trials — Beacon
Myth-first IA architecture addressing the last-resort belief before surfacing trial content — designed for patients, caregivers, and the newly diagnosed.
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Eli Lilly · Verzenio · EBC + MBC · MLR
EBC and MBC patients needed different journeys — they got them, from one platform, one MLR cycle.
Dual-audience UX · 6 MLR watch items sequenced
Eli Lilly Verzenio
Structurally distinct EBC and MBC sequencing models served from one platform — the gap was architectural, not informational.
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Amgen · Enbrel · Arnold NYC
An 89% bounce rate meant the redesign wasn't working. We rebuilt around the condition, not the interface.
89% bounce rate → condition-first redesign
Amgen Enbrel — Patient Experience
Led research commissioning and a 53-page condition-first wireframe redesign — built to separate prospective and current patient paths from the first homepage interaction.
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Amgen · Enbrel CRM · Arnold NYC
Open rate above benchmark. Nobody was clicking.
36% open rate · 4% CTR vs 5.5% benchmark
Amgen Enbrel — CRM Email Audit
Seven-email onboarding cadence audited end-to-end — the value was already there, the fix was surfacing it, not creating something new.
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Luria Advisory

Fractional UX strategy and competitive intelligence — regulated environments. Active practice while focused on the right Director or Lead role full-time.

luriaadvisory.com →