Overview

The primary objective of this project was to refine the strategic messaging and enhance the digital user experience across both condition-specific websites. By streamlining content and optimizing user journeys, the updated experience more effectively connects with both current and prospective patients—driving engagement and improving clarity around treatment options.

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Role

I worked as the lead UX Designer for multiple sclerosis (MS) as my co-worker Alyssa A. led the ulcerative colitis (UC) update. We worked in tandem with Copy, Art, Account, RegOps and Developers to approach the clients request. They wanted to update the current website by addressing a new global design system and how the current audience is experiencing the website.

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Challenge

During a comprehensive brand audit, several global issues surfaced across both ZEPOSIA treatment websites. The copy lacked a health-literate approach, making it difficult for current and prospective patients to fully understand their treatment options. Content was overly dense, while visuals failed to reflect the real symptoms and experiences of individuals living with UC or MS—resulting in a weak narrative connection. Additionally, disorganized navigation and confusing user flows led to key information being overlooked or misunderstood. With unclear calls to action and inconsistent branding, the overall user experience felt fragmented and misaligned with ZEPOSIA’s mission of patient-centered care.

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In the website redesign, our in-house agency focused on addressing the following issues:

Rebranding Strategy

1. User Flow (Important Factors to Consider) :: UserFlow, Competitor Analysis, Website Structure
2. Audience Understanding (Elements to Consider):: Personas, Less Copy Content, Restructuring to a mobile - first yet responsive website architect
3. Identifying key CTA's to highlight for visual interest & direct connection

Re-evaluating Design Elements

• Design System: This includes understanding the current design approach and building on an existing foundation. To do this we developed a component inventory assessment to assist what elements to keep and remove based on users experience.

• Responsive Layout: Our research showed that many pages were repetitive and reused imagery & visuals that disconnected with the content. Not too mention the menu wasn't responsive for mobile view and included menu's that weren't being used. Users were skipping pages that didn't interest their needs and ultimately dismissed important information due to the lack of content & text hierarchy. We needed to restructure the layout to be informative and easy to follow along with shifting the contents breakpoints to improve mobile flow.

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• Visual Hierarchy: The current website lacked a unity in visuals & hierarchy of visual content. With an update to the content breakpoints this helped release container control and allowed for icons, content containers, and more control over visual content and for new considerations.

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