Tackling Information Overload in Cancer Care
INDUSTRY:
PHARMACEUTICAL
CORPORATE WORK@
RISE & RUN
DURATION:
2 WEEKS
MY ROLE:
UX DESIGNER
Overview
I led the UX design for ERLEADA.com refresh. Our mission was to maximize the opportunity during a campaign refresh interim phase by identifying pain points and implementing clear solutions to enhance the site's overall usability. The success of this rapid refresh not only improved usability but also secured my company, Rise & Run’s partnership for Janssen’s sister brand's full site redesign, which I later spearheaded.
Problem
How information overload hindered patient decisions
Our most critical pages were failing cancer patients when they needed clarity most:
Overwhelming content density requiring patients to parse complex medical information without clear hierarchy
Ambiguous next steps that left users uncertain about their treatment pathway
Buried critical details like dosing information hidden in expandable accordions
These friction points worsened decision paralysis during an already stressful time.
DISCOVERY
Bridging patient & brand needs
Synthesizing existing research, I defined a user priority hierarchy: 1) Cost, 2) Safety, 3) Efficacy. This evidence justified challenging the existing site flow. I crafted a strategic compromise: let brand-mandated efficacy introduce the journey, but immediately surface safety and cost details—directly addressing patient anxieties without compromising regulatory requirements.
Content reorganization
Modeling patient's mindset
I re-architected the site’s structure to reflect the patient’s decision-making process. Each page was refined to surface key details instantly, with pathways to next steps naturally embedded. This creates an effortless flow that reduces cognitive load and supports confident, informed choices.
User Journey
Confidently navigating
I optimized cross-page user flow to ensure a logical, supportive architecture. The result is a streamlined journey where users navigate confidently based on immediate needs, eliminating dead ends and reducing confusion.
WireframES
I created strategic lo-fi wireframes with content hierarchy recommendations, securing stakeholder buy-in for hi-fi development in 2 review cycles.
Solution
An intuitive pathway to critical answers
I led a cross-functional effort with ERLEADA stakeholders to redesign the site's core architecture. We simplified the navigation and re-prioritized content around patient needs, reducing time-to-information drastically. This new clear path empowers patients to find vital details quickly and confidently, without sacrificing essential medical accuracy.
Business Impact
From project
to trusted partnership
The solution delivered tangible value that extended far beyond the launch on ERLEADA.com:
For Patients: We replaced a source of stress and confusion with a structured, compassionate resource for their treatment journey.
For the Client: The work received direct commendation from Janssen leadership, who recognized the strategic value of our user-first methodology.
For Our Team: This success became a case study in our capabilities, transforming a single project into a long-term partnership. It directly led to my role leading the full redesign for a second product, scaling our impact across their portfolio.