Project Summary
Otezla is a pharmaceutical brand that treats three different conditions, each with its own patient audience and information needs. As the sole UX Designer on the rebrand, I restructured the information architecture to connect three indication focused sections under one URL and redesigned the SupportPlus enrollment form to reduce dropoff and better serve both prospective and current patients while adhering to strict FDA regulatory requirements.
Key Challenges » Redefining the experience of using the ComicHub app; Understanding the capabilities of ComicHub within the comic book store ecosystem; Aligning user goals with business goals
Role » Senior UX Designer
Methods » Site Audit, IA Restructure, Wireframing, Enrollment Form Redesign
Client » Amgen — Havas
Problem Statement
The process started with a site audit, competitive research, and team alignment to ensure suggested changes addressed both the client and user needs. Three things needed to change. Navigation items needed to be regrouped to create more direct routes to information. The main navigation structure needed to work across all three indications. A clear line needed to be drawn between global navigation items and those specific to each condition.
Original Sitemap
New Sitemap
Redesigning the SupportPlus enrollment flow meant solving for two different users using one form. I broke the initial experience up into sections to remove the long scroll, added a progress bar to keep users grounded, and created an early decision point that diverted prospective and current patients to the resources most relevant to their needs. The decision point itself was workshopped with the team to make it addressed both user groups before it was designed.
Original Form
Revised Form
My involvement ended after handing off wireframes for the entire site. The final shipped design reflects the core structural decisions from the redesign, with the IA and enrollment flow serving as the foundation.
See website wireframes
This project taught me the importance of advocating for user centered design decisions. I am used to needing to hold back my concerns about red flags during collaboration to maintain team harmony. I learned that staying silent does not protect the user experience or project outcomes. Speaking up for what serves users best, regardless of pushback or project constraints, is part of the job.
