I led the full design and UX evolution of the unbranded AFib awareness site, beginning with the original launch featuring Kareem Abdul-Jabbar. When the spokesperson partnership concluded, I shifted the site to a patient-focused experience by replacing celebrity visuals with authentic patient stories and reworking the layout to feel more personal, accessible, and emotionally engaging. I refreshed the site architecture, imagery, and user flow to align with the updated creative strategy, ensuring the experience supported education and patient action.

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