Context

A brand at risk, with no design foundation

The Qfitlia iCVA — an interactive digital sales tool used by pharmaceutical representatives to engage Healthcare Professionals — had been running without a dedicated design owner. A freelancer had maintained the product, and over time the cracks showed. Stakeholder frustration reached a tipping point. The client wanted a total uplift.

I was brought in on a Friday in November as the lead. The clock started immediately.

⚠️Problem

No system. No hierarchy. No coherence.

When I opened the Figma file, the issues were clear. The product had grown page by page with no underlying design logic connecting it together.

Before 👷🏻🚧

❌ No design system
No component library, no reusable styles. Every page was its own isolated artboard.

❌ Poor type hierarchy
No defined scale. Headings, body copy, and labels competed for visual weight without logic.

❌ Accessibility failures
Low-contrast color combinations made text difficult to read — a critical issue for clinical data.

❌ Unstructured dense data
Charts, dosing tables, and clinical copy were overwhelming without visual organization.

After ✅

Process

Design system first. Everything else follows.

My first move was to establish the foundation before touching a single page. Without a system, any redesign would just recreate the same inconsistency at a faster pace.

I defined a full typographic scale — H1 through caption — using Sanofi's existing brand fonts. I rebuilt the color palette with accessibility as a baseline requirement. From there, every component, every layout decision, had a source of truth to reference.

Before any visual work began, I mapped out a clear user flow across all 88 pages — documenting how each screen connected, where buttons led, and how interactions progressed from one state to the next. This gave the entire team a shared understanding of the product's logic and ensured no page existed in isolation.

The challenge wasn't just making it look better — it was making it legible, navigable, and credible. Physicians are busy. If the tool doesn't communicate trust at a glance, it doesn't work.

For dense clinical content — charts, reference data, dosing tables — I introduced a bento-box layout system. A hybrid of layout grid and card-based UI, it broke heavy information into scannable, bounded sections without losing the depth the content required.

The dosing tool — a 3-step form where HCPs input patient frequency, dose amount, and antithrombin activity to get a dosage recommendation — received the most significant structural overhaul. I redesigned the button states, introduced a clear progress indicator, and ensured every step gave the user unambiguous feedback about where they were and what came next.

Timeline

10 days to editorial review

Nov 14, 2025
Redesign kick-off
Brought in as lead. Design system work begins immediately.

Nov 24, 2025
Editorial review
Updated design submitted — 88 pages redesigned in 10 days.

Dec 4, 2025
Client review & approval
Design approved by client stakeholders.

Dec 5–12, 2025
PRB review & feedback adjustments
Regulatory review and final refinements.

Jan–Mar 2026
Launch preparation
Reference updates, letter changes, pre-launch QA.

Mar 20, 2026
Launch
Qfitlia iCVA officially launched.

Collaboration

Leading the team to scale fast

I directed and collaborated with art directors and a UX designer to scale the system across all pages — ensuring consistency while meeting the most aggressive deadline of the project. I also worked closely with the lead copywriter to fine-tune language that fit within the new spatial and visual constraints of the design.

95% of the pages carry my direct design decisions. The team helped carry those decisions forward at speed.

Results

A new standard for the portfolio

88

Pages redesigned and launched on time

10

Days from kick-off to editorial review

2+

Other Sanofi brands adopted the design system

The design was handed off successfully for legal review and developer build, launching on schedule. The design system was adopted across other Sanofi brand products. The client requested that the new visual language be extended to brochures, emails, and other marketing collaterals.

"Why aren't other things looking like this?"

— Client stakeholder reaction, as relayed by the agency president

"Finally — a modern design that looks like it's from these days, thank you."

— Creative Director

Team Havas New York:
Art Supervisor (Lead UX/UI Designer) - Eric Park✌️
UX Designer (Support) - Sarah Moran
Art Director (Support) - Alexandra Morrill
Jr. Art Director (Support) - Mara Reyes
Copywriter - Spencer Krimsky, Jason Lambert
Account Manager - Amber Healy
Project Manager - Mary Skaltsis
Submission Specialist - Briell Smith
Editorial Director - Jax Szantyr
Creative Director - Alex Ferrara (copy) & Rhea Hanges (art)