Senior UX Director · Healthcare & Pharma · HealthTech

The problem is rarely what the brief says it is.

In regulated healthcare and pharma, a broken experience isn't friction — it's a missed dose or a dropped patient. I diagnose what's failing upstream and design the architecture that holds.

↓ 20%
Patient drop-off reduction via UX audit & experience redesign · Abbott FreeStyle Libre
12+
Regulated engagements across FDA · MLR · HIPAA brands — pharma, medical device, and healthcare
Featured work
View all work →
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 an eight-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 →
Capabilities

Define · Research · Deliver · Scale

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

01
Define
Shape the UX vision and secure organizational buy-in. Experience assessment, regulatory gap analysis, and the upstream diagnosis that determines whether the brief is asking the right question.
02
Research
AI-augmented competitive intelligence, heuristic audits, and cross-market pattern analysis — surfacing structural failures and white space before design work begins.
03
Deliver
Journey architecture, IA, and experience frameworks from discovery through MLR and compliance review — exec-ready, without a separate translation layer.
04
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. 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.

They align stakeholders across disciplines.

In regulated environments, UX decisions survive medical, regulatory, and legal review simultaneously — or they don't ship. On every engagement I've operated as the connective layer, translating UX rationale into the vocabulary that moves work forward across clinical, brand, and compliance teams, without a separate translation document for each audience.

Writing

What I'm thinking about.

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 ↗