Professional Case Studies
Accelerating D2C Growth with Research-Led GTM and Interactive Experiences
E-Commerce Medical Device | D2C | HealthTech
Role /// DX & Behavioral Design Lead
Client /// National Medical Device Brand (Anonymized)
Primary Stakeholders /// VP, UX; VP, Technology; Director of Engineering
Increasing Engagement & Retention ////////////////////
I created a research-informed go-to-market strategy and interactive digital experience for a new medical device—driving modeled conversion uplifts of up to 40% while significantly increasing qualified sales leads and building customer trust in a highly sensitive product category.
IMPACT
Conducted extensive target market research and developed rich personas for caregivers and patients, revealing critical motivations and barriers.
Designed an end-to-end content strategy for the brand site and e-commerce experience—helping users understand whether the client's product was the right solution through an evaluation quiz and educational resources.
Created scalable lead generation programs for D2C catheter products, including interactive sample request workflows that generated high-quality, data-rich leads.
Developed messaging frameworks and UX patterns tailored to caregiver empathy and patient dignity—two of the most important brand drivers.
Delivered a comprehensive GTM plan integrating content, paid media, and CRM nurturing strategies.
MY PROCESS
Instead of relying on standard D2C e-commerce tactics, I designed a deeply empathetic experience grounded in user research and behavioral insights—empowering customers to make confident, informed decisions.
What I Changed—and Why It Worked ////////////////////
Up to 40% increase in conversion rate across product landing pages
Significant uplift in qualified sales lead volume and 1P data capture
Sustained improvements in customer confidence and brand trust metrics
OUTCOMES
What Limited Results Before
The team had never launched a D2C medical device outside of prescription channels and lacked the research and digital strategy expertise to build a scalable, compliant experience.
Ready to build D2C experiences that earn trust—and drive measurable growth? Let’s turn trust into traction