DUPIXENT HCP Asthma Refresh

Transforming a complex healthcare platform under pressure

Platform migration, performance optimization, and scalable UX redesign

Overview

This project involved a full refresh of the DUPIXENT HCP Asthma website following an emergency CMS migration from Sitecore to Magnolia. I led both the design direction and front-end development, aligning a new campaign rollout with performance improvements and scalable system updates.

The work spanned roughly six months and served as one of the first major implementations on the new CMS platform.

Case Study Highlights

Impact

Performance gains that improved the overall user experience.

Key Gains:

65% faster load times, 20% faster design, 35% faster development

What It Meant:

Reduced friction for HCP and DTC users by improving load times, clarifying structure, and making key information easier to access.

Proof

A measurable before-and-after improvement across key pages.

Load Times:

8s → <3s

Why It Mattered:

Faster load times supported usability, accessibility, SEO, and overall trust for HCP users navigating the site.

Context

The first major implementation on a newly migrated CMS platform.

Project Role:

First Site on New CMS used as a foundation for future indication updates

Leadership Scope:

Led design direction and front-end development while helping define reusable patterns for future indication updates.

My Role

  • Led UX direction and layout decisions for the site refresh
  • Owned front-end development and implementation
  • Translated campaign assets into a cohesive web experience
  • Identified and resolved performance bottlenecks
  • Established reusable patterns for future CMS-driven updates
  • Coordinated across account, design, and development teams

Challenges

Following the emergency migration, the platform faced several compounding issues:

  • Page load times exceeding 8 seconds
  • Legacy tech debt carried over from the previous CMS
  • Inconsistent structure and outdated UI patterns
  • Accessibility gaps introduced during migration
  • New CMS integrations contributing to performance degradation

From a user perspective, this created friction for HCP and DTC audiences trying to quickly access key information across the site. While each issue alone was manageable, together they created significant friction for users and internal teams.

Constraints

This project operated within a highly regulated pharmaceutical environment, which introduced additional complexity:

  • All content and design changes required FDA approval
  • Timelines were fluid and dependent on compliance reviews
  • Migration occurred earlier than planned due to security concerns
  • Stakeholder feedback cycles were often unpredictable

Balancing usability improvements with regulatory requirements was a constant consideration throughout the project.

Approach

System Friction

Identifying the root causes behind performance and usability issues.

Focus Areas:

Legacy debt, CMS output, and third-party scripts

Approach:

Analyzed multiple layers of the platform to uncover how technical debt, integrations, and structure combined to create performance bottlenecks.

Structure & Scale

Designing systems that support consistency and future growth.

Focus Areas:

Layout hierarchy, content patterns, reusable components

Approach:

Refined page structure and standardized design components to create a more scalable system for future indication updates.

Performance

Improving speed across front-end code and CMS output.

Focus Areas:

Assets, code efficiency, rendering behavior

Approach:

Optimized image handling, reduced technical debt, and refined CSS and JavaScript to improve load times and user experience.

Collaboration

Aligning teams to deliver under tight timelines and constraints.

Focus Areas:

Cross-team coordination and delivery execution

Approach:

Worked closely with account, design, and development teams while coordinating internal and offshore resources to ensure timely delivery.

Solution

The result was a more structured, scalable, and performant web experience that reduced friction for HCP and DTC users by improving load times, clarifying page hierarchy, and making key information easier to access. At the same time, the refresh supported campaign goals and created a stronger foundation for future CMS-driven updates.

Results and Takeaways

Results

Measured improvements across performance, usability, and delivery.

  • Reduced page load times by 65% (8s → <3s)
  • Reduced design iteration time by ≈20% through standardized components and patterns
  • Reduced development time by ≈35% through reusable templates and improved design consistency
  • Improved usability across both HCP and DTC audiences by reducing friction and improving access to key information and workflows
  • Established reusable CMS patterns covering the majority of high-use page types
  • Improved alignment across design, development, and content, reducing rework and increasing delivery efficiency

Key Takeaways

Principles and insights carried forward into future work.

  • Performance is a core part of user experience, not just a technical metric
  • System-level thinking is critical when working across CMS-driven platforms
  • Small improvements across multiple layers can compound into significant gains
  • Strong collaboration is essential in complex, regulated environments