UX Strategy · Experience Design · Competitive Intelligence

The question isn't what to build.
It's what's actually getting in the way.

I've spent 15+ years leading UX strategy in healthcare and pharma — environments where a bad experience isn't just friction, it's a missed dose or a dropped patient. I build the thinking, the team, and the systems that make better experiences possible at scale.

View work About
↓ 20%
Patient drop-off reduction via UX audit & experience redesign · Abbott FreeStyle Libre
5–10
Team members built and led across UBM Life Sciences and Luria Digital — agency and in-house
12+
FDA · MLR · HIPAA regulated brands across UX strategy & experience design
What I'm thinking about

Current perspective on healthcare UX, patient experience, and the design problems worth solving.

Healthcare UX still confuses information with understanding.

Patients aren't failing because they lack information — they're failing because the experience doesn't meet them where they are emotionally and cognitively. Abbott FreeStyle Libre made this concrete: the content was correct. The sequencing was wrong. Better architecture was the answer.

AI in UX research is a synthesis accelerant, not a replacement for judgment.

AI genuinely compresses research timelines. But knowing which signal matters, which pattern to pursue, how to frame a finding for a clinical or regulatory audience — that's still a judgment call. The risk is mistaking faster synthesis for deeper insight.

The gap between pharma DTC and digital health is smaller than it looks.

The behavioral mechanics are identical: a person navigating unfamiliar health information, under emotional load, trying to decide. The regulatory wrapper differs. The pattern recognition built across MLR cycles — progressive disclosure, readiness-staged content, compliance-aligned IA — translates directly into adherence design and onboarding architecture for connected health platforms.

The hardest part of scaling a UX practice isn't the methodology.

It's building a team that doesn't need you in every room. In regulated environments, teams need to internalize the strategic frame — not just follow a process. That means investing in the thinking behind decisions, not just the decisions. The teams I've led hold their own with medical, legal, and clinical stakeholders because they understand why the work matters, not just how to do it.

Capabilities

Define · Build · Deliver · Scale

From shaping the vision and aligning the organization through team leadership, execution, and the systems that make the work scale.

01
Define
Shape the UX vision and secure organizational buy-in. Competitive intelligence, experience assessment, and regulatory gap analysis — FDA, MLR, HIPAA included.
02
Build
Assemble and develop high-performing design teams. Hiring standards, design culture, and the working norms that make a practice resilient across projects and personnel.
03
Deliver
Journey architecture, IA, and service blueprints from discovery through MLR and compliance review — exec-ready, without a separate translation layer.
04
Scale
AI-augmented competitive pattern analysis, cross-market benchmarking, and the research infrastructure that compounds in value across projects over time.
Leadership

Leading in partnership —
setting every team up for success.

They don't need me in every room.

The goal is capability, not dependency. At Grey, Arnold, and Digitas Health, that meant cross-functional teams spanning clinical, regulatory, creative, and analytics — making good calls with no clean boundaries and no translation layer.

They know the why, not just the what.

Every decision has a defensible rationale. The Verzenio dual-audience architecture cleared MLR in a single cycle because the team understood why the sequencing models had to diverge — not just that they did.

They're comfortable with ambiguity.

The Global Obesity engagement ran across four markets simultaneously — KSA, UAE, Germany, Japan — each with distinct regulatory environments, without a per-market rebuild. Clean briefs are rare. Strong framing makes the difference.

They can represent the work without me.

On Abbott FreeStyle Libre, the audit findings became an exec-ready brief that unlocked redesign approval and produced a 20% drop-off reduction. The brief held the room without me in it.

Featured work
View all work →
Eli Lilly Clinical Trials
UX Strategy · IA · Decision-Support Design
Eli Lilly Clinical Trials — Patient Experience Strategy & IA
Reframing clinical trial participation as a guided decision journey — behavioral arc mapping, progressive disclosure, and regulatory-compliant IA from discovery through enrollment.
MLR-ready experience architecture · 3-stage progressive disclosure View case study → 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 →
Thought leadership

Writing

Complexity and Constraint
LinkedIn Article · UX Strategy & CX Design
Why the Hardest CX Problems Live at the Intersection of Complexity and Constraint

"Complexity and constraint are the brief, not the obstacle."

Organizations that treat complexity as a content problem and constraint as a legal problem produce the same failure — every time. A structural reframe for getting both right from the start.

Read ↗
The Design System Has Left the Building
LinkedIn Article · Experience Design
The Design System Has Left the Building

"Consistency without judgment is institutional distance at scale."

AI is accelerating the disconnection between the component and the patient. An argument for bringing experience judgment back into the room alongside the system.

Read ↗
The Audit Is the Strategy
LinkedIn Article · CI & UX Strategy
The Audit Is the Strategy: How AI-Driven Competitive Intelligence Has Taken Over UX and CX

"The audit isn't informing the strategy anymore. It's becoming it."

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 ↗
The Interface Is Not the Problem
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.

Read ↗