Professional Case Studies
Empowering Caregivers with Personalized Support That Reduces Overload
Caregiver Support App | B2C | Pharma
Role /// DX & Behavioral Design Lead
Client /// Big Pharma Company (Anonymized)
Primary Stakeholders /// VP, UX · VP Technology · Director of Engineering
Improving Onboarding & Adoption ////////////////////
I designed an empathetic, research-informed onboarding and personalization experience that improved adoption and made caregiving feel more manageable. Modeled benchmarks showed a 20–40% uplift in onboarding completion and a 25–50% increase in early engagement, driving healthier outcomes for patients and reducing caregiver stress.
IMPACT
Behaviorally-Informed Onboarding Flow
Created a progressive onboarding experience that collected just enough information to customize content (dietary preferences, self-care goals, caregiver role) without overwhelming users.
Limited complexity by focusing on core differentiators—such as planning tools, personalized content recommendations, and appointment management—to accelerate time to value.
Personalized Experience Design
Architected a modular app experience that surfaced only the most relevant features and resources for each caregiver’s situation.
Designed content modules to reinforce the value of consistent engagement (e.g., meal guides, scheduling tools, emotional support content).
Emotional Design Framework
Leveraged empathy-driven messaging and affirmations throughout onboarding to support caregivers’ confidence and wellbeing.
MY PROCESS
The previous team assumed that exposing users to every feature up front would drive engagement. I challenged this with evidence: simplifying early choices and reducing cognitive load improves completion rates, especially for overwhelmed caregivers.
What I Changed—and Why It Worked ////////////////////
+20–40% onboarding completion rate improvement
+25–50% increase in early engagement with core app features
+15–30% higher satisfaction during first 30 days of use
OUTCOMES
What Limited Results Before
The client lacked:
A behavioral design framework to inform onboarding and personalization
A clear strategy to connect caregiver needs to product value quickly
Expertise in designing emotionally supportive, conversion-optimized flows
Ready to create an experience that drives loyalty, wellbeing, and measurable impact? Let’s talk