CASE STUDY
understanDING ITP
I led the end-to-end design of understandingITP.com, a website for informing healthcare providers and patients about the latest scientific research on an autoimmune disease for which there is not yet a treatment, and to encourage providers to sign up for updates when a treatment becomes available on the market. This project required balancing complex clinical information with an engaging and accessible user experience. I managed a team of four designers, worked closely with a UX architect, and collaborated across art, copy, and development teams to deliver a mobile-first, scientifically credible site within a tight timeline. My focus was on user impact, not just aesthetics—ensuring design decisions were driven by clarity, hierarchy, and performance.
Results Achieved
Successfully advocated for a mobile-first strategy by sharing research showing that 70% of healthcare providers tend to consume similar information on mobile devices. The healthcare industry has been slow to adopt mobile-first approaches.
Client alignment achieved on key design tradeoffs, including replacing a proposed hero video with a performant still image, which improved website load time and overall usability.
Successful on-time launch, with positive feedback from my reports, and senior leadership citing the collaborative model I implemented as key to on-time delivery.
Website for Healthcare providers
As we have numerous of UX research indicating that users accessed websites on medical research on their mobile devices we tried to optimized dense diagrams, illustrations, and copy for mobile wherever possible.
As we have numerous of UX research indicating that users accessed websites on medical research on their mobile devices we tried to optimized dense diagrams, illustrations, and copy for mobile wherever possible.
Client: Sanofi
My Role: Lead Designer, Client-facing
My Team: 4 junior/mid-level designers, 1 UX architect, art directors, copywriters, offshore development team
Objectives
• Launch new website providing informative content to healthcare providers and encouraging them to sign up for updates for future treatments
• Design content for complex clinical material
• Follow a mobile-first strategy and ensure strong UX across device types
• Work with offshore engineering team to implement and adapt design to fit their template
• Launch new website providing informative content to healthcare providers and encouraging them to sign up for updates for future treatments
• Design content for complex clinical material
• Follow a mobile-first strategy and ensure strong UX across device types
• Work with offshore engineering team to implement and adapt design to fit their template
Patient Website Quiz
The primary CTA from the client was to entice the user to sign up for a mailing list to be kept informed of new research and treatments. In addition to the site directing users to a sign-up form, we designed a chatbot functionality where users would take a quiz that would direct them to the form as well. Below are the wireframes of this flow and the final version.
The primary CTA from the client was to entice the user to sign up for a mailing list to be kept informed of new research and treatments. In addition to the site directing users to a sign-up form, we designed a chatbot functionality where users would take a quiz that would direct them to the form as well. Below are the wireframes of this flow and the final version.
Website for Healthcare providers
By prioritizing mobile, tablet and desktop breakpoints could be adjusted for with relative ease.
By prioritizing mobile, tablet and desktop breakpoints could be adjusted for with relative ease.
Key Takeaways
Clear communication wins trust – I explained UX design decisions (e.g., prioritizing performance over animated visuals) to both the internal creative team and the client, aligning everyone around user impact and long-term engagement.
Impact over aesthetics – By focusing on data clarity, message hierarchy, and mobile-first usability, I shifted the conversation from visual preferences of the brand team to design choices that would drive real-world outcomes for the users, healthcare providers.
Lead by enabling others – I created a structured but collaborative environment, delegating ownership opportunities to junior team members while providing strategic oversight and guidance throughout.
Patient Website
I led the design for a patient facing version of the site which targeted content towards patients with immune thrombocytopenia (ITP).
I led the design for a patient facing version of the site which targeted content towards patients with immune thrombocytopenia (ITP).
