XTANDI Patient Site: Compliance, Accessibility, and SEO for Prostate Cancer Patients

Overview

Partnered with the XTANDI marketing team to revamp their patient website across mobile and desktop, ensuring FDA compliance, updating content, and enhancing educational resources. Delivered a patient-centric digital experience through UX/UI design, user testing, journey mapping, multilingual support, and SEO improvements, now live on XTANDI.com.

The redesign addressed a simultaneous set of constraints: regulatory deadlines, accessibility needs for an older, lower-tech user base, and SEO optimization to ensure the patients who needed this information could actually find it.

The Problem

Following XTANDI's FDA approval for treating Metastatic Castration-Sensitive Prostate Cancer (mCSPC), the brand faced regulatory requirements to remove all "new" language from its communications within six months. The existing website lacked adequate multilingual support and SEO optimization, limiting its reach to the patients who needed it most.

Content from former brand ambassadors needed to be removed or replaced, and the information hierarchy was built around regulatory categories rather than the questions patients and caregivers were actually asking. Caregivers, often the primary researchers in this demographic, were finding it faster to leave the site than to navigate it.

Research

Conducted interviews with caregivers and patients, including low-tech proficiency older adults navigating the site for the first time. Analyzed site traffic and drop-off points to identify where users were abandoning the experience. Collaborated closely with compliance and regulatory teams to understand the non-negotiable constraints before beginning design.

Key findings: users were confused by outdated ambassador content; multilingual resources in Spanish and Mandarin were critical for underserved segments; and SEO-optimized FAQs and video transcripts would both improve searchability and meaningfully aid comprehension for patients researching their options.

Design Solution

Removed outdated ambassador content and restructured the information architecture around patient needs rather than regulatory categories. Added FAQs and video transcripts, and introduced Spanish and Mandarin translations of key resources and prescribing information.

Design decisions prioritized readability for older users, clear hierarchy between "what is this" and "is this right for me," and SEO-optimized content structure without compromising accuracy or compliance. Regulatory compliance led design decisions through early, ongoing collaboration with the legal and compliance teams.

Testing and Iteration

Conducted usability testing with caregivers and older patients, gathering feedback on navigation clarity, content comprehension, and multilingual resource accessibility. Refined language and content hierarchy through iterative testing and SEO analysis, ensuring updates improved both findability and usability simultaneously.

Outcome

Fully compliant with FDA regulations for mCSPC-related language within the six-month mandate. Increased engagement on FAQs and educational resource pages. 35% increase in organic search traffic within the first quarter post-launch.

Multilingual access significantly improved accessibility and user satisfaction for Spanish and Mandarin-speaking caregivers, a previously underserved segment of the site's audience.

Key Learnings

Regulatory compliance should lead design decisions. Early collaboration with legal and compliance teams prevents late-stage rework and builds trust across the organization.

Multilingual access improves more than just reach. Providing resources in the user's language significantly improves comprehension and satisfaction, not just traffic.

SEO and UX are not in conflict. FAQ structures and video transcripts improve both searchability and in-page comprehension simultaneously.