The brief
Biomarker testing is a critical step in oncology decision-making — but the operational reality is that locating a testing facility, confirming what they test for, and getting samples processed in time can stall the whole patient journey. The brief was to close that gap with a platform integrated directly into the physical kit, so oncologists could move from “I need this test” to “I found a facility” in one scan.
What I led
- Locator platform content and information architecture — what to surface first, how to organize testing-center listings, what details mattered to a clinician under time pressure
- QR-code integration strategy linking physical kit packaging directly to the digital locator
- Centralized data architecture consolidating contact information, addresses, and available test types into a single user-friendly platform
- Map + list views designed for oncologists searching by geography and for patients searching by accessibility
- Cross-team coordination across kit design, locator UX, and the medical/regulatory teams owning the data
Why it matters
This is the case study for any role where content strategy bridges physical and digital — where the user’s journey starts in their hand and has to land somewhere on their phone — and where the success metric is time-to-action, not time-on-site.