Professional Case Studies
Driving 45% Engagement Gains Through Behavior-Driven Experience Strategy
Treatment Adherence App | B2C | Pharma
Role /// DX & Behavioral Design Lead
Client /// Global Biopharma Company (Anonymized)
Primary Stakeholders /// VP UX, VP Technology, Director of Engineering
Building Experience Strategy ////////////////////
I led a strategic UX and behavioral design initiative that modeled a 20–35% increase in onboarding completion and a 25–45% improvement in daily reporting consistency—key predictors of treatment adherence and improved health outcomes for teens with hemophilia.
IMPACT
Conducted a comprehensive heuristic evaluation to pinpoint gaps in engagement, reporting workflows, and onboarding clarity.
Developed detailed customer journey maps for teens, caregivers, and HCPs to uncover behavioral patterns and emotional drivers of (non)adherence.
Identified that lack of data visibility and progress feedback prevented users from seeing the connection between infusion timing, activity participation, and bleeding events.
Designed a personalized onboarding experience segmented by user type (patient, caregiver, or HCP), reducing friction and clarifying expectations.
Created a simplified, goal-focused progress dashboard to motivate teens to log infusions and bleeds consistently.
Led cross-functional collaboration with behavioral psychologists and brand stakeholders to align experience improvements with health behavior change principles.
MY PROCESS
Rather than relying on generic app usability fixes, I built an experience strategy grounded in behavioral insights—connecting day-to-day tracking with personal goals and clinical outcomes.
What I Changed—and Why It Worked ////////////////////
+20–35% improvement in onboarding completion rates
+25–45% increase in daily/weekly logging consistency
~30% improvement in feature adoption (progress dashboard usage)
+15–25% uplift in 60-day user retention
OUTCOMES
The internal product team lacked deep expertise in behavior design, journey mapping, and persona-based segmentation. Prior approaches failed to address the psychological and motivational barriers unique to teens managing chronic conditions.
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