UX / UI Designer


A user-friendly approach to accessing regulatory documents


When pharmaceutical companies perform violative promotion of their products, they are issued warnings by the FDA. These warning letters can be found on the FDA's website, but are cumbersome to access.

My client's startup sought to resolve this issue with a user-friendly, searchable database that would allow regulatory affairs professionals to easily find relevant warning letters. I was hired to create the brand identity of the startup and to design the UX of webapp. I worked alongside a developer and the client (who acted as a PM) to form a lean team that could execute iterations rapidly.

Naming the product

My first task was to come up with a name for the new product; something a bit more clever than 'Enforcement Action Database.' The naming strategy for this product started with generating a list of words that encompass the most important things the product is here to change. These words were then expanded upon and combined with action words to generate product names that would help create powerful and memorable names.


Name availability played a big role in the selection. Most of the shorter name were already taken (.com domains). The client selected Pharmasift, which strongly hinted at the features of the product.

SIFT: The word SIFT was used to create the following names, evoking the action of filtering the notification letters through keywords.

ROOTS: The etymology of words representing searching and filtering were used to create the following names

DESCRIPTORS: Words representing the attributes of the product were used to create the following names

Visual Identity

The direction for the visual identity was to create a logo that positions Pharmasift as a minimalist, efficient tool that gets straight to the point. A logo that embraces modernist principles of both form and typography was recommended.

Initial Sketches

The logo design principles were centered around simplicity, memorability and scalability. Color had been omitted in the initial design round to focus purely on the logo form.

1. A document icon transformed into the letter P.

2. Lines and words in a document that can be filtered.

3. A literal filter for looking up keywords.

4. A typographic logo with the highlight concept.

The client opted for the second option. One of the "words" in the lines could be highlighted to represent the keyword sifting nature of the product.

Colors were introduced in the second round. The choices were made around bright hues to convey a sense of energy. These hues were paired with neutral colors for balance.

The client opted for Titillium as the final typeface. The final logo mark represented the sifting and highlighting of a keyword within a document.

Final Logo

Information Architecture

The personas for this product were based on regulatory affairs professionals, who wanted to go from a keyword to the relevant reference document fast. The requirements were generated based on these profiles, which in turn helped drive the information architecture and wireframes.


Simultaneous Design + Development

To ensure a timely delivery of the product, I worked alongside a developer to make sure the designs matched the comps, by providing web-friendly assets and the CSS code when needed. The client was excellent in making sure we were in sync by expressing changes in requirements based on user testing.

1. User sifts the database using a keyword

2. User selects a recent relevant violation

3. The keywords are highlighted within the document, with options to view the full letter and the violating promotional material.


Emphasis was placed on a mobile-ready version of the app for quick lookup during meetings. A responsive design was generated which performed well during usability testing.


Advanced search features meant that new users had to be taught this functionality. We created physical and digital onboarding documents that customers could refer to.

Onboarding documents


There were a couple of things that could have been improved in the design process. We missed the mobility requirement early on. Although we did develop using Bootstrap's mobile-first framework, the design would have been adapted much easily going from mobile to desktop.

Overall, the project was successful, with positive conversions from demos to subscribers. The product also elicited positive feedback during practical usage.