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Tremfya Clearance Photo Library

I turned a static asset into a decision-support tool for dermatologists

Role: Product Design Lead / Design Manager
Platform: Responsive web application
Audience: U.S. dermatologists treating PsO and PsA
Context: Regulated, high-trust environment

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Tremfya had an extensive archive of clinical trial imagery showing psoriasis disease states and treatment response over time. The initial request was to publish these images as a photo library on brand.com. This case study shows how that request was reframed into a product that supported real clinical decision-making and measurable outcomes.

The starting point

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The team was asked to build a photo library that surfaced trial images for reference. There was no defined success metric, no clear user behavior to optimize for, and no articulated value beyond “making the images available.”

This was an output-driven request rather than a product problem.

Shifting from output to outcome

Before designing anything, I paused the work and aligned stakeholders around a different set of questions:

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This shift reframed the project from asset hosting to decision support.

What dermatologists actually needed

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Through collaboration with medical and brand teams, we centered the experience around how dermatologists think and work:

  • Understand disease progression clearly

  • See how treatment works over time, not as isolated images

  • Educate patients visually during consultations

  • Build confidence and trust at the moment of prescribing

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This made it clear that a simple gallery would not be sufficient.

From photo library to clinical reference tool

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The solution became a structured case-based experience rather than a loose collection of images.

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This transformed the experience into something dermatologists could return to and rely on.

Building for scale, trust, and governance

This experience was designed as a system, not a one-off page.

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  • Shared underlying foundations supported both branded and non-promotional use

  • Clear information architecture and image taxonomy enabled scale

  • Simple guardrails ensured compliance while allowing teams to move quickly

  • Reusable patterns prevented fragmentation as the library grew

How success was measured

We defined success using observable behavior, not vanity metrics.

Direct impact

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Indirect impact

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Beyond this product

This case reflects how I operate as a design leader:

  • Turn ambiguous requests into clear product outcomes

  • Focus teams on behavior change, not surface polish

  • Balance experimentation with trust in high-stakes environments

  • Build foundations that scale across experiences

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Designing for outcomes, not artifacts

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We did not optimize for:

  • A larger image gallery

  • More visual assets

  • A “prettier” interface
     

We optimized for:

  • Better understanding

  • Stronger confidence

  • Real-world clinical utility

At scale, the most impactful design work is often about creating clarity at the moment decisions are made.

This case illustrates how design leadership creates leverage.

What began as a request for a simple photo library became an opportunity to improve understanding, confidence, and trust at a critical decision point. By reframing the work around outcomes and user behavior, the team delivered an experience that was not only usable, but genuinely valuable in real-world practice.

The lasting impact of this work came from the foundations behind it: clear structure, scalable systems, and guardrails that enabled quality to persist as the product evolved. This is the kind of design work I aim to lead—where clarity compounds, teams operate with confidence, and outcomes matter more than artifacts.

Hello @ 917.282.3883

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