The best UX decisions happen
before the design begins.

UX strategy and experience design for regulated healthcare and pharma brands.

↓ 20%

Patient drop-off reduction via UX audit & experience redesign · Abbott FreeStyle Libre

15+

Years leading UX strategy across healthcare, pharma & regulated enterprise

↓ 20% drop-off · Abbott FreeStyle Libre · 15+ yrs healthcare & pharma

Capabilities

From diagnosis to delivery.

From upstream diagnosis through execution — the full arc of UX strategy in regulated environments.

Define

Shape the UX vision and secure organizational buy-in. Experience assessment, compliance gap analysis, and the upstream diagnosis that determines whether the brief is asking the right question.

Research

AI-augmented competitive intelligence, heuristic audits, and cross-market pattern analysis — surfacing structural failures and white space before design work begins.

Deliver

Journey architecture, IA, and experience frameworks from discovery through compliance and stakeholder review — exec-ready, without a separate translation layer.

Scale

Global IA frameworks, cross-market deployment, and the research infrastructure that compounds in value across projects — built to run without rebuilding from scratch each time.

Leadership

Leading in partnership —
setting every team up for success.

They know the why, not just the what.

Every decision has a defensible rationale — built into the brief before anyone opens a design tool. When teams understand the structural reasoning behind an architecture decision, they can defend it in stakeholder review without me in the room.

They're comfortable with ambiguity.

Regulated engagements rarely arrive with clean briefs. Strong framing at the start — the right diagnostic question, the right structural model — is what keeps cross-market and multi-stakeholder work from fracturing mid-execution.

They align stakeholders across disciplines.

In regulated environments, UX decisions that can't survive medical, regulatory, and legal review simultaneously don't ship. I build teams that understand this isn't a compliance problem — it's a design problem. The rationale gets baked in from the start.

Writing

View all writing →

The thinking behind the work.

LinkedIn Article · CI & UX Strategy

The Audit Is the Strategy: How AI-Driven Competitive Intelligence Has Taken Over UX and CX

"Competitive audits used to run once a quarter. Now they run continuously — and that changes what they're for."

AI has made competitive intelligence a live strategic layer — running continuously, surfacing patterns at scale, and changing when in the process key decisions get made.

Read ↗

LinkedIn Article · AI & UX Strategy

The Interface Is Not the Problem

"The interface is usually the last place the problem lives."

When a healthcare experience fails, the instinct is to redesign the interface. A case for upstream diagnosis — and what changes when you treat the interface as a symptom, not the cause.