A compliance-driven email and landing page experience designed to simplify a complex prior authorization workflow into three clear steps
Overview:
Arestin needed a targeted campaign to help dental healthcare professionals navigate the prior authorization process with greater confidence and efficiency. I led art direction, UX design, and HTML development to create a responsive Marketo email and landing page experience that reduced cognitive load, clarified next actions, and supported faster task completion.
Key Contributions:
Led UX strategy and content hierarchy
Developed email concepts and landing page architecture
Designed responsive mobile-first experiences
Developed HTML email and deployed through Marketo
The Challenge:
Solution:
Simplified Workflow Design
Transformed multiple compliance actions into a clear three-step path
Action-Focused Content Structure
Prioritized critical tasks using visual hierarchy and progressive disclosure
Responsive UX System
Created mobile-friendly layouts with accessible touch targets and clear CTA placement
The experience was designed around a simple goal: reduce friction and help providers move from awareness to action. Through content restructuring, UX hierarchy, and mobile-first design decisions, the campaign transformed a complex prior authorization process into a clear, guided workflow across email and landing page touchpoints.
Process & Exploration
Option A:
Task-Focused Layout
Option B:
Guided Workflow
Option C:
Expanded Information Architecture
To explore different approaches to simplifying the prior authorization process, I developed three distinct email concepts in Figma and presented each with supporting UX rationale. The final direction reorganized content into a clear three-step workflow, using strong visual hierarchy, focused calls-to-action, and mobile-first design principles to guide healthcare providers from awareness to action.
When regulatory requirements necessitated the removal of the header image, I strengthened the typographic hierarchy to preserve clarity, brand presence, and overall effectiveness without relying on visual imagery.
Workflow Transformation:
Previous Experience
Multiple disconnected tasks
Documents spread across resources
Unclear action sequence
Optimized Experience
Three-step workflow
One clear path to completion
Action-focused content hierarchy
Final Design:
This design makes complex tasks feel simple. By reducing competing messages and emphasizing only the most critical actions, the final experience turned a fragmented administrative process into an intuitive path that could be completed in a matter of minutes.
Key Insights:
Results:
Reduced cognitive load through simplified content hierarchy
Clearer CTA sequence supporting task completion
Successful regulatory approval with minimal revisions
Reusable Marketo template for future campaigns
Stakeholder feedback:
"We were impressed with the swift turnaround and the clean, easy-to-follow layout. We're thrilled with the final result."
