My Role

Lead UX Designer

• Partnered with marketing execs.

• Conducted analytics review + competitive benchmarking.

• Designed IA, journeys, and 25+ wireframes.

• Oversaw QA for fidelity, accessibility, SEO.

• Managed junior designer.

Overview

The site hadn’t been redesigned since 2015. It lagged competitors, confused users, and wasn’t scalable for modern marketing. The redesign aimed to modernize, differentiate, and empower marketing.

Image Suggestion (banner): Old site screenshot with analytics drop-off chart.

The Challenge

• Competitors like DrFirst and CoverMyMeds led with stronger positioning.

• Navigation was fragmented.

• Engagement low, bounce high.

• Site couldn’t scale campaigns.

Image Suggestion: Competitive landscape logos/screens.

Approach

1. Discovery & Analytics

• GA4 audit for traffic drop-offs.

2. Competitive Benchmarking

• Compared positioning and messaging gaps.

Image Suggestion: Competitor homepage comparison slide.

3. IA & Journeys

• Simplified nav into four pillars: Why Surescripts, What We Do, Insights, Who We Are.

• Developed flows for four key personas.

Image Suggestion: Annotated sitemap.

4. Wireframes

• 25+ templates covering homepage, solutions, thought leadership, events, leadership.

Image Suggestion: Wireframe of Insights hub.

5. Execution & QA

• Oversaw build, ensuring SEO and accessibility.

• Managed junior designer for consistent delivery.

Image Suggestion: Wireframe vs. live page side-by-side.

Outcomes

• Clearer positioning and differentiation.

• 25+ reusable templates.

• Streamlined journeys for decision-makers.

• Strong client praise post-launch.

Image Suggestion: Infographic summarizing deliverables and outcomes.

Reflection

This project highlights my strength in leading UX while directly enabling marketing outcomes — reputation, demand, adoption — and mentoring team members.

Image Suggestion (closing): Quote overlay: “Great UX helps marketing leaders compete, convert, and grow.”