Pharma

Picato

A redesigned patient management and engagement platform that improves access to critical medical resources and supports better patient outcomes.

Role

Art Direction

Scope

Website Experience Design & Data Visualization

Balancing Design and Compliance

The Picato rebrand focused on helping healthcare professionals and patients access critical information about Bruton's Tyrosine Kinase (BTK) inhibitors while maintaining strict pharmaceutical compliance. The challenge was balancing detailed safety and regulatory information with a digital experience that still felt intuitive and easy to navigate.

Working closely with legal and compliance teams, we designed the experience so important safety information (ISI) remained clearly visible without overwhelming the interface. The ISI was positioned prominently but integrated into the layout in a way that kept the experience readable and approachable, allowing users to access essential safety details without interrupting their ability to engage with the content.

Effortless Engagement

The redesign focused on addressing critical mobile size issues in a site that was not built using a mobile-first approach. By resolving layout constraints, restructuring content, and improving usability across breakpoints, the experience became clearer, more accessible, and better aligned with user behavior—ultimately strengthening performance and engagement.

Key improvments:

Restructured content to read more clearly on smaller devices
Enhanced SEO performance by strengthening content hierarchy and page structure
Increased organic visibility and traffic after technical and structural fixes
Boosted patient engagement and conversions with clearer pathways and improved usability

Amplifying Visibility

By prioritizing mobile optimization and strengthening the site’s content structure, the redesign improved both the patient experience and overall site performance.

What this achived:

Improved patient experience across mobile and desktop
Increased Google ranking and boosted organic search visibility
Generated higher traffic and stronger conversion rates
Enhanced patient engagement through clearer pathways and usability
Improved accessibility by refining content hierarchy and mobile layouts
Contributed directly to stronger business performance for the brand

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Illustrating Instructional Design

I worked closely with legal and compliance stakeholders to understand not just what had to be included, but why.

Instead of treating ISI as a static block of content, we structured it as a persistent yet unobtrusive element within the interface. It remained accessible at all times, while allowing the primary content to breathe.

Information hierarchy became the primary design tool:

Clear content prioritization
Visual separation without concealment
Anchored safety navigation
Structured scannability for clinical audiences

The goal was compliance without cognitive overload.