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. In most engagements, performance results stay with the client under contractual requirements, so these cases show the work I performed and the decisions behind it. Select work available on request due to NDA constraints.
AstraZeneca × NHL — Get Body Checked
Fans pledge for their team. The leaderboard does the persuading.
Journey map, wireframes and functional requirements for a cancer-screening pledge experience that NHL.com developers built from.
1,900+ pledges · Launched on NHL.com and AstraZeneca.com
View case study: AstraZeneca × NHL — Get Body Checked
Abbott FreeStyle Libre
The content was right. The timing was wrong.
88-day lifecycle experience redesigned around behavioral readiness stages — not a content calendar. Health Canada MLR-compliant.
Finding: 20% drop-off identified
View case study: Abbott FreeStyle Libre
Eli Lilly Global Obesity
One IA framework, deployed across four regulatory markets without a rebuild.
Stigma-reduction UX sequencing and a global/flex zone IA framework — deployable across distinct regulatory and cultural contexts without rebuilding.
One architecture, deployed across 4 markets
View case study: Eli Lilly Global Obesity
GSK Shingrix — WhatIsShingles.com
Most visitors read one page and left. The redesign put the next step on that page.
UX audit, wireframes, layout comps and a content matrix for GSK’s unbranded shingles site, built around where paid-media visitors actually landed and left.
Finding: 97% of homepage entries left after one page
View case study: GSK Shingrix — WhatIsShingles.com
Amgen Enbrel — Patient Experience
An 89% bounce rate meant the redesign wasn't working. We rebuilt around the condition, not the interface.
Led research commissioning and a 53-page condition-first wireframe redesign — built to separate prospective and current patient paths from the first homepage interaction.
Finding: 89% bounce rate · Delivered: 53-page redesign
View case study: Amgen Enbrel — Patient ExperienceLet’s talk about the work.
UX strategy and experience design for healthcare, pharma, health tech, and regulated enterprise. Happy to compare notes, walk through a case study, or hear what you’re working on.