REXULTI AAD Re-design and optimizations
Arnold WorldWide // Havas Health Network
REXULTI
2024-2025
User Experience Design, Content Strategy, Design System The REXULTI AAD website is a central destination for patients and caregivers navigating agitation associated with Alzheimer’s disease. While traffic was strong, engagement metrics indicated friction in the user journey and underperformance of high-value pages. As the Experience Design Lead, I led a strategic UX optimization effort—conducting a full audit, defining a content strategy, and directing design updates to improve navigation, readability, and engagement.
ChallengeThe site faced declining engagement with Qaulity Visit Rates trending downwards, Critical resources like the symptom questionnaire and careegiver registration had low visibility and conversations, navigation and mobile experience were inconsistent leading to friction in high-traffic user journeys, dense content and static layouts limited user engagement and accessibility.
ApproachI conducted a data-driven UX audit, combining best practice evaluations with site analytics to pinpoint pain points. From these insights, we designed a new site experience centered on streamlined navigation, mobile-first design, content enhancements, engagement opportiunites and a visual refresh.
ContributionsUX Audit & Analytics Review: Identified user flow bottlenecks and friction points across the site.
Content Strategy & Wireframes: Reorganized long-form content into modular layouts and clarified messaging.
Prototyping & Testing: Built high-fidelity flows to validate navigation and engagement improvements.
Creative & Design Oversight: Directed visual refresh, accessibility improvements, and design consistency.
Implementation Support: Partnered with developers and analytics teams to track bugs and KPIs post-launch.
OutcomeThe 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.
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