— Segment-personalized website for patients

In 2017, I was part of the pitch team and responsible for the experience strategy and redesign of Duopa’s (drug for advanced Parkinson’s disease) website experience to allow personalization of content dependent on the drug’s main audiences. I partnered and collaborated with teams from different disciplines to make this happen.

The process started with key learnings that came out of UX research. Users were overwhelmed by navigational options and found difficult to use. By leveraging segmentations allowed us to determine the most important content for each user. We then ranked each content by relevance to serve content dynamically at the right cadence and create a branching path narrative that always makes contextual sense to their journey. Conversion is made possible via omnipresent KPIs that is steadily brought closer into their periphery as they dive deeper.

Segments were assigned turn-based counters that assure pathing is more aggressive at a logical rate.

Referral traffic information determined auto-segmention and picker tools allows for manual change of story if desired. By simply scrolling through the site, users built their story without ever clicking a button, giving our audience an interface built with them in mind.

As the project moved into development phase, it was important to compliant with the company's use of Adobe Experience Manager (AEM) framework. I designed components and templates that allowed the modular aspects of the website to be put in place independent of content.

These components had to be approved by the development team where they assessed the effort of their implementation in the framework that was previously in place.