A small field packet showing how I think about regulated experience strategy, not a pretend case study with fake screenshots and a suspiciously perfect persona named Karen.
Built to show the work underneath the work.
The role calls for someone who can move from research, analytics, and strategic inputs into journey maps, ecosystem plans, sitemaps, wireframes, functional annotations, development partnership, staging QC, and client-ready reporting. This is how I would structure the work.
My job is usually to make the invisible dependencies visible before a team builds the wrong thing very efficiently.
Clarify HCP, patient, caregiver, consumer, brand, and channel goals. Identify what is known, what is assumed, and what needs testing.
Research / discoveryMap the connected touchpoints, handoffs, content needs, CRM/RTE logic, landing pages, tools, emails, and moments of friction.
Experience architectureTurn strategy into sitemaps, wireframes, prototypes, annotations, URL matrices, responsive notes, and staging QC criteria.
Delivery bridgeA website, CRM email, RTE asset, overlay, banner, formulary tool, or landing page can look fine in isolation and still fail the user journey. The ecosystem has to be reviewed as a connected system.
| Audience | Need | UX risk | Readiness artifact |
|---|---|---|---|
| HCP | Fast, credible information with clinical context. | Dense content, unclear pathways, safety language that competes with task completion. | Sitemap, page intent matrix, CTA hierarchy, ISI/safety handling notes. |
| Patient | Understand options without being overwhelmed. | Medical jargon, anxiety, accessibility gaps, cognitive overload. | Plain-language flows, accessibility review, journey notes, usability testing plan. |
| Caregiver | Act on behalf of someone else with confidence. | Role confusion, unclear next steps, missing support context. | Persona/job notes, decision-tree flows, form/tool requirements. |
| Internal / client teams | Build, review, approve, and launch without chaos. | Requirements drift, unclear ownership, annotation gaps, staging surprises. | Functional annotations, URL matrix, staging QC checklist, launch-risk notes. |
This is the “make it real” layer: the artifacts, checks, and operating rituals that keep healthcare experience work from breaking between strategy, MLR, creative, dev, and launch.
One shared map for strategy, UX, content, review, and delivery.
States, rules, responsive behavior, and handoff notes that prevent guessing.
QC criteria for links, forms, overlays, ISI, CTAs, and staging surprises.
Accessibility, clarity, cognitive load, and patient/HCP context kept in view.
I like the unglamorous details because they are where trust goes to live or quietly leak out.
Freelance VP-level work means landing in the soup calmly, learning the ecosystem fast, and producing something useful before the meeting calendar forms a union.
Review current assets, research, analytics, content, IA, audience pathways, review constraints, and active workstreams.
Identify where confusion, risk, rework, accessibility debt, handoff gaps, or unclear decision ownership are slowing the team down.
Produce a compact map, framework, or annotated direction that gives the team something to align around and build from.
Pharma field enablement through Bluewolf/IBM for representative workflows supporting Sensodyne and Nicorette product education and sales support.
Public-sector healthcare modernization focused on form clarity, accessibility, compliance, trust, and cognitive load.
RAG-informed workflow that reduced analysis time by 40% while keeping human review in the loop.
Framework featured by Miro for making backend systems, APIs, operations, and front-end journeys visible to teams.
I have worked independently for most of my career. Jumping into ambiguity is not an exception. It is basically the operating system.
Pattern recognition, direct language, strategic artifacts, and a suspiciously strong tolerance for messy systems.