Based in Sliema, Malta
GILEAD
Fear arrives long
before the search.
A 0 to 1 platform for Gilead, organized by the emotional state a person arrives in.
Project Summary
Context
Gilead held an agreement with Brazil's public health system, the SUS, that subsidized Hepatitis C treatment. The logic was direct. More people testing within the criteria meant more people entering treatment. That served public health and the business at once, and moved the country toward its goal of eradicating Hepatitis C by 2030.
The real obstacle was stigma and fear. Hepatitis C carried a long history of being seen as incurable and shameful. Brazil is vast and unevenly served, so quality information and working treatment never reach some regions and groups. The weight of the subject froze people before a test ever entered the conversation.
What I did
Ran the discovery end to end
Open interviews with six public health doctors and a specialist who signs Gilead's clinical content. I came in designing for the patient. The research surfaced a second critical user, the supporter, and gave them their own flow.
Turned it into a product structure
Five entry points organized by the emotional state a person arrives in, every solution tied to one of three business goals, and content rules that flex by region and diagnosis stage.
Team
Client
Gilead
Role
Product Designer
Duration
2 months
Tools
Mural, Interviews, Desk research
Responsibilities
Research & synthesis · UX and content strategy · Information architecture · Health literacy (tone and clarity) · Instrumentation (events and funnels)
Results
A genuine 0 to 1, handed off ready to measure.
Research that produced strategy
The interviews surfaced the supporter as a second critical user, and I organized the whole architecture around emotional state.
A structure the content team could build on
Every solution mapped to one of three business goals. The system was modular and reusable, clear enough for the regulated content team to build on without me.
Instrumented to measure from day one
With no baseline to inherit, I paired the design with an analytics blueprint, an event taxonomy and funnels per emotional entry. On day one the team could read which emotional state converts.
What I delivered
A research package of findings turned into recommendations grounded in the three business goals, with concrete content ideas for each emotional state.
Handed to the scientific content team, who authored the copy on top of the structure, pending MLR review.
The interface mood and visual direction, for the product and for the recommendations themselves.
The goal map and the analytics blueprint, an event taxonomy and funnels per emotional entry.
Details available upon request. Contact me via LinkedIn.