Home Portfolio

Creating a Connected Biomarker Testing to Treatment HCP Experience

Building a Connected Omnichannel Experience for Healthcare Professionals

Healthcare Website User Experience and AI Readiness Framework

Contact

Portfolio

I created a series of hypothetical case studies to show how I approach UX challenges at different levels. Each of these case studies reflects a balance of user needs, business objectives, clinical complexity, and the realities of designing within a highly regulated environment.

To protect client confidentiality, the design case studies use fictional brands, content, and scenarios informed by the types of challenges I’ve encountered throughout my career. The UX audit evaluates a publicly available branded website.

Hypothetical Case Study 1

Creating a Connected Biomarker Testing to Treatment HCP Experience

I designed two connected HCP website experiences that support oncologists from biomarker education and testing, through treatment evaluation.

An unbranded experience provides comprehensive NSCLC biomarker testing education and resources, while a branded experience helps physicians identify appropriate patients and access the clinical evidence and treatment information needed to support decision-making.

Content Architecture

The content architecture pairs an unbranded biomarker education site with a branded therapy site, guiding physicians from comprehensive biomarker testing through treatment evaluation. Together, the two experiences organize information around the clinical decision-making journey while maintaining a consistent navigation model and interaction pattern.

Unbranded Website Wireframes

These wireframes demonstrate how the content architecture translates into a physician-centered digital experience. The homepage introduces the site's primary educational pathways, while the interior page organizes complex clinical guidance into clear, scannable sections supported by anchor navigation, key takeaways, and contextual resources. Together, they reduce cognitive load and help physicians quickly find the information needed to support biomarker testing decisions.

Unbranded Website Home Page

The homepage introduces the role of biomarkers in NSCLC, then provides clear pathways to deeper content on testing solutions and educational resources, helping physicians quickly choose the information most relevant to their needs.

Unbranded Website Biomarker Testing Page

The page organizes biomarker testing information around the physician’s decision-making journey, progressing from why testing matters to actionable biomarkers, guidelines, the testing pathway, and understanding results.

Branded Website Wireframes

These wireframes illustrate the second phase of the connected physician experience. Once an actionable EGFR mutation has been identified, the branded website guides physicians from patient identification to treatment evaluation through clear information hierarchy, evidence-based content, and task-focused navigation. Rather than repeating biomarker education, the experience builds on the unbranded site to support confident prescribing decisions and efficient access to clinical resources.

Branded Website Home Page

The homepage provides two clear paths based on physician intent: a primary CTA leads directly to clinical evidence for treatment evaluation, while a secondary CTA connects physicians who need to confirm patient eligibility with biomarker testing information.

Branded Website Biomarker Testing Page

The Biomarker Testing page prioritizes patient identification, treatment-relevant biomarker information, and guideline guidance while directing deeper testing education to the unbranded experience.

Designing Complex Content for Responsive Experiences

Complex clinical content was designed to adapt across screen sizes while preserving readability, hierarchy, and meaning. Responsive behaviors were defined at the component level, allowing dense content and visual pathways to restructure for smaller screens rather than simply scaling down the desktop experience.

Executive Summary

This case study explores how UX can connect biomarker education with treatment evaluation across two complementary HCP website experiences. I designed an unbranded experience to help oncologists understand biomarker testing in advanced NSCLC and access practical testing resources, alongside a branded experience that supports patient identification and efficient evaluation of an EGFR-targeted therapy. Together, the experiences create a clear progression from biomarker education and testing to clinical evidence and treatment information, while minimizing duplication and supporting physicians at different stages of their decision-making journey.

Key Outcomes

Created a connected HCP experience that bridges unbranded biomarker education with branded treatment evaluation.
Defined distinct roles for each website, reducing content duplication while creating clear pathways between testing and treatment information.
Structured content around physician needs, progressing from biomarker education and testing to patient identification and clinical evidence.
Established clear navigation and content hierarchy to help physicians quickly access information within busy clinical workflows.
Designed responsive content patterns that preserve the hierarchy and meaning of complex clinical information across screen sizes.
Created reusable interaction patterns for anchor navigation, contextual next steps, external resources, and responsive clinical content.

Hypothetical Case Study 2

Building a Connected Omnichannel Experience for Healthcare Professionals

Launching a new oncology therapy requires a connected ecosystem that supports physicians as their information needs evolve. Healthcare professionals engage with scientific publications, conferences, search, digital media, email, sales representatives, and point-of-care resources as they move from biomarker testing to treatment selection.

I designed an omnichannel strategy centered on two connected digital experiences. An unbranded biomarker education site and a branded therapy website. By designing each touchpoint around the physician's evolving questions, the experience delivers the right information at the right moment, reducing friction and supporting confident, evidence-based treatment decisions.

Persona

This persona represents a community medical oncologist who balances a high patient volume with the need to stay current on rapidly evolving clinical evidence. This deliverable informs every subsequent design decision by identifying the physician's goals, information needs, preferred channels, and barriers to adopting new therapies.

Journey Map

This journey map illustrates how different communication channels support physicians throughout the adoption lifecycle, from initial awareness to long-term engagement.

Rather than relying on a single touchpoint, the experience strategically introduces information over time, directing physicians to progressively deeper clinical content as their information needs evolve.

Campaign Flighting Timeline

This deployment strategy demonstrates how communication channels can be sequenced to match the evolving needs of healthcare professionals during a product launch.

Awareness tactics gradually transition into more personalized educational experiences, ensuring physicians receive the right information at the appropriate stage of their decision-making process.

Connected Website Experience

The website experience combines an unbranded biomarker education site with a branded therapy site, guiding physicians from comprehensive biomarker testing through evidence-based treatment selection. Together, they provide the right information at the right stage of the clinical decision-making journey while supporting efficient access during busy clinical workflows.

Email Ecosystem

The email ecosystem delivers the right information at the right stage of the physician journey—from building awareness of biomarker testing to supporting treatment evaluation after an actionable mutation is identified. Each communication answers the next clinical question, creating a seamless progression across the unbranded and branded website experiences.

Measurement Framework

This measurement framework aligns key performance indicators with each stage of the physician journey, enabling campaign effectiveness to be evaluated beyond clicks and impressions. The metrics focus on meaningful engagement behaviors that demonstrate increasing interest, knowledge acquisition, and clinical adoption.

Executive Summary

This project demonstrates a systems-thinking approach to omnichannel experience design. Rather than optimizing individual channels in isolation, I designed a connected ecosystem that aligns physician goals, digital experiences, communication channels, and measurement strategies into a single journey. The result is an experience that guides healthcare professionals from disease education and biomarker testing to treatment evaluation and long-term engagement.

Key Outcomes

Designed a physician centered omnichannel ecosystem spanning biomarker education, treatment evaluation, and ongoing clinical engagement.
Connected unbranded and branded digital experiences to support physicians at different stages of the decision making journey.
Designed channels, content, and campaign timing around physicians' evolving clinical questions.
Created a seamless progression from biomarker testing to evidence-based treatment selection across multiple touchpoints.
Applied UX strategy to align digital experiences, media, CRM, and field engagement into a cohesive physician journey.
Defined a measurement framework that supports continuous optimization through behavioral insights and meaningful engagement metrics.

Hypothetical Case Study 3

Healthcare Website User Experience and AI Readiness Framework

Healthcare professionals rely on pharmaceutical websites to quickly locate and interpret complex clinical information. As AI-powered search and answer engines become increasingly important, these experiences must support not only human comprehension but also machine understanding.

I developed a comprehensive UX audit framework to evaluate the HERNEXEOS HCP website across five dimensions: Accessibility, Findability, Content Presentation, Content Structure, and AI Readiness.

The goal was to identify opportunities to improve physician usability while preparing scientific content for emerging AI-powered discovery experiences.

Product and Audience Context

HERNEXEOS® (zongertinib) is a targeted therapy for certain adults with previously treated, unresectable or metastatic non-squamous non-small cell lung cancer (NSCLC) whose tumors have HER2 (ERBB2) tyrosine kinase domain activating mutations. Patient selection therefore depends on confirming the appropriate biomarker through an FDA-approved test.

The HCP website serves clinicians seeking treatment-specific information such as patient eligibility, clinical evidence, safety, dosing, and biomarker testing guidance. For these users, the experience needs to make complex scientific information easy to find, scan, understand, and act on—often within time-constrained clinical workflows.

Accessibility

Evaluates whether healthcare professionals, including those using assistive technologies, can perceive, navigate, understand, and interact with the website effectively.

Featured Finding

Inconsistent Semantic Heading Hierarchy

Observations:
Lacks a coherent semantic heading hierarchy. Heading levels appear to have been selected primarily for visual presentation rather than to reflect the logical organization of the content.

Recommendations:
Use a consistent semantic heading hierarchy that reflects the logical organization of each page. Establish a single descriptive H1, organize major topics with H2s, and reserve H3s for supporting subsections. This improves accessibility, physician orientation, and AI interpretation of the page structure.

Findability

Evaluates how easily healthcare professionals can locate the information, resources, and next steps they need through navigation, content organization, and contextual pathways.

Content Presentation

Evaluates how effectively content is presented so healthcare professionals can quickly perceive, interpret, and understand complex clinical content across devices and presentation formats.

Featured Finding

Programmable Text vs Image Text

Observations:
Several scientific figures contain embedded graphic text rather than semantic HTML, limiting accessibility, responsiveness, and the ability of assistive technologies and AI systems to interpret important clinical information.

Recommendations:
Present meaningful scientific content as semantic HTML whenever possible. When graphic text is necessary, provide equivalent text adjacent to the figure so important information remains accessible, searchable, and reusable.

Content Structure

Evaluates how information is structured, prioritized, and organized so healthcare professionals can quickly understand a page's purpose and efficiently navigate complex scientific content.

AI Readiness

Evaluates whether content is structured, explicit, and machine-readable so AI-powered search, answer engines, and large language models can accurately interpret, retrieve, and summarize clinical information.

Featured Finding

Programmable Text vs Image Text

Observations:
Several pages emphasize presenting scientific information rather than directly answering the questions physicians are most likely to ask. Question-based headings and FAQ-style content are largely absent, while pages such as Contact a Sales Consultant provide limited guidance on why a physician would engage with that resource or what to expect after submitting the form.

Recommendations:
Structure content around the questions physicians naturally ask, supported by concise answers and, where appropriate, question-based headings or FAQ components that improve both user comprehension and AI retrieval.

Executive Summary

The audit evaluated 11 pages against 29 UX and AI readiness criteria. Overall, the website demonstrates a strong foundation with intuitive navigation, effective content organization, consistent page templates, and accessible color contrast. The greatest opportunities center on improving semantic structure, strengthening contextual pathways between related content, introducing concise page and figure summaries, and presenting scientific information in machine-readable formats. Collectively, these recommendations improve accessibility, physician comprehension, and the ability of AI-powered search systems to accurately interpret and retrieve clinical information.

Key Outcomes

Developed a reusable UX audit framework spanning Accessibility, Findability, Content Presentation, Content Structure, and AI Readiness.
Evaluated 11 pages using 29 objective evaluation criteria.
Identified high-impact opportunities to improve semantic structure, scientific communication, and AI discoverability.
Produced prioritized recommendations supported by page-level scoring and visual examples.
Demonstrated how traditional UX principles can simultaneously improve physician experiences and AI-powered content retrieval.