Healthcare Web Experience
A web responsive web experience for patients, caregivers and healthcare professionals, where they have easy access to all the information required by FDA, and downloadable items that provide such information.
The Challenge
Launch a responsive site that serves to three audiences with very different needs, fit into a larger omnichannel campaign, and leave room for a second phase built around AI-assisted support.
The Outcome
Complex medical content around each audience’s needs rather than around the product itself, while meeting FDA and WCAG AAA requirements. A later phase added an AI chatbot to help users find relevant information through guided conversation.
SKILLS
Information Architecture
Design and Branding
UI components
Wireframeing
Prototyping
Agency environment
Team collaboration
Multi users interfaces
UX strategy and Audits
Client Collaboration
AI integration
TECH STACK
Figma
Adobe Creative Cloud
Adobe XD
Illustrator
InDesign
Accessibility WCA
Accessibility WCA
“The FDA rules weren’t a constraint I worked around — they were the brief. Every navigation decision had to hold up against them.“
I led the UX for Libtayo, a newly approved oncology treatment, working within TBWA\WorldHealth on the Regeneron account. My focus was the information architecture and responsive design for a site serving three very different audiences — patients, caregivers, and healthcare professionals — within strict FDA and WCAG AAA constraints. The scope also included web ads and cross-channel campaign assets, and later expanded into an AI-assisted chatbot.
MY ROLE IN THE PROJECT
LEAD UX DESIGNER
KEY RESPONSABILITIES
Information Architecture
Sitemap
UX Strategy
AI Chatbot
User Research
Accessibility WCA
FOCUS AREAS
Responsive Web
FDA-Regulations
AI-Assisted
Healthcare
Regulated standards
METHODS
Client workshops
Digital Marketing
Conversational UX
Agency environment
Key Insights & Impact
AI Integration for patients
The Strategy: Partnered with cross-functional engineering teams and third-party vendors to deploy an AI-augmented conversational assistance model under strict healthcare guardrails.
Design Approach: Maintained visual consistency across interactive chat flows and modal states using unified Figma tokens, clear focus indicators, and strict typographic scaling.
The Impact: Replaced text-heavy multi-page navigation with a chat entry point that gave patients a faster way to reach onboarding and co-pay information.
Organic Cross-Channel Engagement
The Strategy: Extended the site’s design tokens and UI patterns into organic social and web ad assets, within FDA content rules.
Qualitative Validation: We didn’t have analytics access for this phase, so the agency ran qualitative focus groups instead. Participants recognized the campaign and recalled the brand and messages.
The Impact: Visual consistency between the site and the ads made the brand easier to recognize across touchpoints in a category where paid acquisition is heavily restricted.
Mandatory aaa Accessibility
The Strategy: Audited color contrast, keyboard navigation, and responsive layouts against WCAG AAA standards, working with developers to close gaps.
Regulatory Compliance: Required legal safety information (ISI) had to stay visible and readable without overwhelming the page.
The Impact: Strict adherence to FDA regulations and WCAG AAA standards upfront meant fewer accessibility fixes late in development, and safety content that regulators and users could both find easily.
Overview
The Challenge
This wasn’t just a compliance exercise. The site needed to serve three audiences with very different needs, fit into a larger omnichannel campaign, and leave room for a second phase built around AI-assisted support.
The Outcome
The final site organized complex medical content around each audience’s needs rather than around the product itself, while meeting FDA and WCAG AAA requirements. A later phase added an AI chatbot to help users find relevant information through guided conversation.
The Core Challenge
One product, 3 user journeys
Libtayo wasn’t just another pharma launch — it meant designing one experience that could hold three different mental models without splitting into three disconnected sites.
- Patients wanted clear, reassuring information about their treatment.
- Caregivers wanted practical guidance they could reference and share quickly.
- Healthcare professionals needed fast access to prescribing information, clinical data, and safety details.
Designing within strict constraints
The site had to:
- Present safety information with clarity and prominence, not buried.
- Meet FDA and accessibility regulations.
- Stay consistent with the broader brand campaign.
- Leave room for future features like the AI assistant.
I found these constraints useful rather than limiting — they gave every design decision a clear test to pass.
Strategic Collaboration
Aligning diverse perspectives
Working across the team: At TBWA\WorldHealth, I connected creative direction, copywriting, and development to keep the site cohesive as it moved through production.
Working with the client: I joined workshops with Regeneron stakeholders to align UX decisions with business goals, brand strategy, and regulatory requirements, and coordinated with external research and media agencies to keep the experience consistent across touchpoints.
Exploring the AI phase: As the project evolved, I researched chatbot vendors and evaluated how a conversational tool could help users find information faster, within compliance limits.
Deep Dive Architecture
FROM RESEARCH TO STRUCTURE
I organized the site around each audience’s needs rather than around the product itself. Instead of one navigation path for everyone, I helped shape an audience-first structure that reduced how much users had to dig through to find what mattered to them.
I worked with a third-party research team to bring in findings from patient focus groups, usability testing, and persona work. Those findings shaped how information was grouped and labeled, so navigation decisions were based on how people actually looked for information — not on assumptions.
MULTI PERSONA MENTAL MODELS
Patients, caregivers, and HCPs came to the site with different goals and different levels of medical knowledge. I helped build separate navigation paths for each group, while keeping safety information visible no matter which path someone was on.
alIGN UX WITH CONTENT AND COMPLIANCE
The information architecture went through several rounds with copywriters, creative directors, developers, and regulatory reviewers. Together we refined the sitemap, navigation labels, and page hierarchy so the site stayed clear, on-brand, accessible, and compliant before it went into development.
Accessibility
INCLUSION BY DESIGN
Accessibility wasn’t a checklist item at the end — it shaped decisions from the start. In a regulated pharma environment, every interaction needed to hold up under WCAG standards while keeping medical information clear and usable for a wide range of users.
WCAG Standards
I worked with developers to review navigation patterns, content hierarchy, color contrast, keyboard interactions, and page structure against WCAG best practices, across responsive layouts and assistive technologies.
SAFETY FIRST
One of the harder problems was presenting Important Safety Information (ISI) in a way that met FDA requirements without burying the rest of the page. Typography, spacing, and layout decisions kept safety content visible and easy to find throughout the experience.
Results
Balancing Clinical Complexity with Operational Efficiency
This project showed that FDA and WCAG AAA compliance doesn’t have to come at the cost of good design — the two can work together. One of the clearer wins outside the interface itself was how we ran cross-functional review: I recorded short, component-focused Loom walkthroughs for medical, product, and legal stakeholders, which sped up approval turnaround and gave engineering clear documentation to build from.
Reflection
My take aways
Pharma platforms aren’t just data repositories or polished interfaces — this project reinforced how much user empathy shapes whether people actually engage with the information they need.
Designing for someone who’s anxious and possibly overwhelmed means being deliberate about what they see first, and making sure they feel supported at each step, not just informed.
What I would do different
I’d bring clients and end users into structured workshops earlier — from day one rather than mid-project.
It’s more upfront effort to organize, but it surfaces the gap between what stakeholders assume and what users actually need much sooner, which saves rework later.
Ecosystem showcase
A curated retrospective tracking the design lifecycle—spanning foundational structural wireframes, high-fidelity responsive interfaces, and finalized cross-channel campaign assets.
integrating ux on Social Media Campaigns and organic web ads
