Resources for people with ILD

Support patients with ILD: identify early, diagnose confidently, and treat promptly.

  • This is My ILD Story

  • Find a Pulmonologist

  • Integrated Digital Diagnosis Experience

What I did:

Client: Boehringer-Ingelheim

Unbranded Project: https://www.lungsandyou.com/

Deliverables:

Project type and deliverables:

  • UX Design

  • UI Prototype (InVision)

  • Patient/ User Insights (BI Patient Research findings/ Hotjar Survey)

  • UI Design (Client: Sketch,
    Wunderman Thompson: Figma)

  • Product Owner

Laptop screen displaying a website titled "Welcome to Lungs&You" with a photo of an elderly smiling couple in the background. The website provides information about lung health conditions like pulmonary fibrosis, IPF, and ILD.

Background

Project

Support early diagnosis and prompt treatment of pulmonary fibrosis by increasing awareness and education of the broader ILD (interstitial lung disease) category.
Strengthen OFEV’s position in the market as the preferred treatment and leader in the ILD space.

An elderly man and woman sitting closely together on a couch, looking down and appearing thoughtful or upset.

Problem

Why do we need L&Y?

Patient Research Insights

Patient decline is invisible – and so is their role in management

  • Patients are unaware and uneducated about ILD, and so are their caregivers.

  • In the early stages, the symptoms and associated impacts are hidden by aging, and the progression is slow enough that it is not to be recognized until it is too late.

List of various lung diseases with case counts, including Idiopathic Pulmonary Fibrosis, Systemic Sclerosis ILD, Rheumatoid Arthritis ILD, Sjogren's Syndrome ILD, Chronic Fibrosing Hypersensitivity Pneumonitis, Idiopathic Non-specific Interstitial Pneumonia, and Sarcoidosis.

Problem

ILD is a rare disease

The Orphan Drug Act defines a rare disease in the United States as affecting fewer than 200,000 people.

(In other words, 60 per 100,000 individuals)

~55%

of people with ILD, including IPF, reported at least one misdiagnosis

A man looking out through a large glass window, with reflections of trees and bushes outside, and a wooden fence visible behind.

~ 14% were initially misdiagnosed with asthma
~ 13% with pneumonia
~ 12% with bronchitis
~ 10% with allergies
~ 7% with chronic obstructive pulmonary disease (COPD)

Patient Research Insights

  • “There are no treatments, these drugs don’t work. I see people who take them and they are gone in 6 months, I see people with no medications and they’re in their tenth year..”



    B07- Patient Reflective Journey

  • “I remember being scared, also thinking I was older and not doing much with my life, it wasn’t going to change much but I didn’t really know what to expect and wished my husband was around to help me remember things and think of things.”

    L11 – Patient Reflective Journey

  • “I am trying to keep my wife from falling into that pit of anger with me, this has wrecked her life in too many ways, we are trying to appreciate what time we have left.”

    V51 – Patient Reflective Journey

  • “Future? What future, there’s not much future.”

    B56 – Patient Reflective Journey

Map of the United States with text indicating approximately 425,000 cases of ILD in the US.

Background

What is ILD?

ILD (interstitial lung disease) is an umbrella term for a group of 200+ disorders that cause fibrosis in the lung interstitium.
(A space in the lungs where lung tissue comes into contact with the immune system, blood vessels, nerves, or elastic and connective tissues)

Terminology for Clinical Trials:


Fibrosis = Scarring

Chronic = Long-Lasting

Progressive = Worsening = Progression

How Might We Statement

"How might we develop more effective, accessible diagnostic tools and treatment options for individuals with interstitial lung disease (ILD) to early detection, improve patient outcomes, and ultimately enhance their quality of life?"

What I did for this project

Solution

As a user experience designer, I led the design for understanding the patient journey from early diagnosis to disease management via various campaigns through different media platforms.

  • Lungs and You Website

  • OFEV Website

  • Email Streams

  • Web Advertisements

Impact

An elderly couple sitting on a beige couch, looking at a laptop together inside a home with large windows and green outdoor scenery visible in the background.

Site visits increased 46% YoY, driven by a 60% increase in paid media traffic (display, search, and social), garnering 48% of total site visits (235K) and increasing site visits by 88K YoY

Contact me to learn more about the uniqueness of working in the heavily regulated Health and Wellness industry that impacts the Direct-to-Consumer Advertising business.