I led the full design and UX evolution of the unbranded AFib awareness site—starting with the original launch featuring Kareem Abdul-Jabbar. After the spokesperson partnership ended, I shifted the site to a patient-focused experience, replacing celebrity visuals with real 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 new creative strategy. View full site: notimetowait.com