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REXULTI AAD Re-design and optimizations

Arnold WorldWide // Havas Health Network
REXULTI
2024-2025

User Experience Design, Content Strategy, Design System

The REXULTI AAD patient website serves millions of patients and caregivers seeking information about agitation in Alzheimer's disease. Despite strong traffic, engagement metrics indicated significant friction in the user journey. I led a comprehensive UX redesign to make critical information more accessible, resulting in a 36-47% increase in quality visits across the site.

Challenge

Declining engagement despite strong traffic
Dense, long-scroll content limiting mobile usability
Critical resources (symptom questionnaire, caregiver support) had low visibility
Navigation inconsistencies created friction in high-traffic user journeys

My role

Lead UX Designer responsible for end-to-end strategy: data-driven audit, content strategy, information architecture, wireframes, prototypes, creative oversight, and implementation support.

Approach

1. Discover: Data-Driven Audit

Conducted comprehensive UX audit combining analytics, best practices evaluation, and user flow analysis
Identified specific friction points
Key insight: Mobile users were abandoning long-scroll pages at 2x desktop rate

2. Define: Strategic Framework

Streamlined navigation and wayfinding
Mobile-first content structure
Elevated visibility of high-value tools (symptom questionnaire)
Visual refresh for improved readability

3. Design: Iterative Solutions

Reorganized long-form content into modular and reusable components
Created intuitive sitemap with clear cross-page linking
Introduced sticky in-page navigation for complex content pages
Designed for accessibility compliance

4. Deliver: Implementation and validation

Partnered with development team for pixel-perfect implementation
Created detailed functional annotations and submission templates for legal review
Established ongoing optimization framework

Outcome

The site re-launched in April 2025 and drove immediate results:

36% to 47% average increase in quality visits since launch across the site
123% increase on the About this condition page
Symptom Questionnaire page views increased 70%, with a 48% boost in completions.

This project reinforced that meaningful engagement comes from understanding user context and removing friction. By focusing on mobile-first design, clear information hierarchy, and accessibility, we made critical health information more discoverable for the people who need it most: patients, caregivers, and families navigating a challenging diagnosis.

Multidisciplinary design lead centered at the intersection of product, brand and experience.