GILEAD
Fighting the epidemic of myths about Hepatitis C.
0→1 discovery: 5 mobile-first entry points guided by emotional states.
ROLE
Product Designer
DURATION
2 months
TECHNOLOGIES
Paper & Pencil, Research & Interviews
DELIVERABLES
Emotion-based funnel
Project Summary
Context
Brazil aims to eradicate Hepatitis C by 2030 — but the real user journey starts before the health system: on social media, myths, fear, and stigma.
Even with intent to act, SUS barriers (waitlists, bureaucracy, limited specialist access) make the path to treatment uncertain.
Results
Emotion-based entry points
Turned research into a product plan: designed 5 entry points guided by emotional states (denial, fear, uncertainty, myths, and family support).
Clear next steps + measurement
Each entry leads to a concrete action (WhatsApp / 0800 / testing locations) and includes an Analytics Blueprint — events and funnels ready for post-launch journey measurement.
Team
Client
Gilead
Responsibilities
Research & synthesis • UX/Content strategy • Information architecture • Health literacy (tone/clarity) • Instrumentation (events + funnels)
Impact
Measurable progress in the SUS access funnel.
Lead Quality
5 emotional-state entry points qualify demand before the scheduling channel.
Health Literacy
Human tone + credibility heuristics to reduce anxiety and treatment barriers.
Modularity
Content team can publish, update, and scale pages without design or dev dependency per update.
Analytics Blueprint
Event tracking + funnels ready for post-launch journey measurement.
Confidential Case Study
Due to the sensitive nature of this project, I walk through the full strategic deck exclusively during live interviews.