Understand
Facilitated stakeholder discovery and synthesized needs across patients, caregivers, clinicians and business teams.
← Selected work
Pharma UX + Journey Strategy
Turning a Sensitive, Multi-Audience Ecosystem into a Shared Product Direction
Led discovery and experience definition across patient, caregiver, clinician and business needs, translating research into journeys, personas, concepts and implementation-ready wireframes.
08RoleLead UX Director
TeamPatients, caregivers, clinicians, business, content and technology stakeholders
ScopeStakeholder discovery, journey mapping, personas, concept design and wireframes
4 audiencesPatients, caregivers, clinicians and stakeholders
Research → designJourneys became concepts and wires
Shared modelAligned business and delivery teams
Rare diseaseSensitive, regulated decision context
DESIGN EVIDENCE
The work, in the order it was designed.
Hand sketches lead the story, followed by the research models and wireframes that translated a sensitive multi-audience ecosystem into a shared product direction.
01
Hand drawings and sketches
Sketching made the emerging experience tangible before teams invested in detailed interface work.
02
Research models
Personas and journeys aligned patient, caregiver, clinician and stakeholder needs around one experience model.
03
Wireframes
Implementation-oriented wireframes turned the shared model into a product teams could evaluate and build.
THE BUSINESS PROBLEM
The product had to support difficult decisions across audiences with very different needs.
Patients and caregivers needed understandable guidance during an emotionally charged journey. Clinicians needed reliable information and efficient pathways. Business and content teams needed a structure that could work within regulatory constraints.
Without a shared experience model, each team risked optimizing its own content or feature while the larger patient journey remained fragmented.
MY MANDATE
Own the experience, not just the screens.
I led discovery and experience definition, connecting stakeholder interviews, patient and caregiver needs, journey mapping, persona development, concept exploration and wireframing. My responsibility was to turn a complex problem space into a direction teams could actually use.
HOW THE WORK MOVED
Research translated into decisions teams could build from.
Map
Documented key moments, pain points, questions and handoffs across the broader experience.
Frame
Created personas and opportunity areas that gave teams a common language for prioritization.
Translate
Moved the strategy through sketches and wireframes so research became a practical bridge to implementation.
OUTCOME
The work aligned teams around one experience rather than separate departmental views.
Journey maps, personas, sketches and wireframes created a shared foundation for product, content, design and technology decisions. The deliverables clarified what the ecosystem needed to support and helped move a sensitive, regulated initiative from ambiguity toward implementation.
REFLECTION
In sensitive healthcare work, empathy is not a decorative layer. It changes how information is sequenced, how decisions are framed and how confidently people can move forward.