Sensing helps leadership monitor external and internal signals that influence strategic decisions across the business.
Sensing helps leadership monitor external and internal signals that influence
strategic decisions across the business.
SENSING · EXECUTIVE INTELLIGENCE
SENSING · EXECUTIVE INTELLIGENCE
From signal overload to
executive clarity
From signal overload to
executive clarity
I led the shift from a successful intelligence pilot to a reusable briefing template that helped leaders move from scanning hundreds of articles to focusing on the few signals that deserved attention.
I led the shift from a successful intelligence pilot to a reusable briefing template that helped leaders move from scanning hundreds of articles to focusing on the few signals that deserved attention.
Multi-billion-dollar
strategic areas supported
16 weeks → 4 weeks
new page setup
5,000+
daily signals processed
1 week → 3 mins
research-to-insight turnaround
1 week → 3 mins
research-to-insight turnaround
16 weeks → 4 weeks
new page setup
5,000+
daily signals processed
Multi-billion-dollar
strategic areas supported
ROLE
UX strategy · Product strategy · Experience design Information architecture · AI experience design
duration
2 months
Mar ‘26 - May ‘26
AUDIENCE
EVPs · SVPs · VPs · Directors
Strategy teams
Domains
Obesity · Government Affairs · Corporate Strategy · R&D
Corporate Affairs · Business Development · CFO · CEO Staff
Scope
UX strategy · Experience design · Information architecture · AI experience design
AUDIENCE
EVPs · SVPs · VPs · Directors
Strategy teams
Domains
Obesity · Government Affairs · Corporate Strategy · R&D
Corporate Affairs · Business Development · CFO
The pilot worked. The model didn’t scale yet.
Obesity Insights Hub proved the intelligence was valuable, but it also exposed the limits of the experience. The page still carried repeated articles, unclear insight hierarchy, and too much interpretation left to the user.
1
AI label did not create clarity
The page showed that content was AI-generated, still needed stronger structure, prioritization, and evidence framing to feel executive-ready.
2
Brief became browsing
The “brief” still asked users to scan article titles, summaries, and repeated source content.
3
Topics without judgment
Trending terms showed what was appearing often, but not what changed, why it mattered or what deserved leadership attention.
4
Didn’t scale across domains
Market performance charts were useful for obesity, but did not translate cleanly to other pages
The challenge shifted from improving one pilot page to designing a repeatable intelligence model one that could sharpen the insight layer, and scale to new domains without rebuilding the experience from scratch.
Executive mental model
I treated the Intelligence Template as the first moment of executive judgment not a place for leaders to read more, but a place where external movement had to become clear, credible, and worth their attention.
What changed?
What’s new, rising, or starting to shift.
Why does it matter?
How the signal connects to strategy, access, competition or business priorities.
Is this a risk or opportunity?
Whether it needs monitoring, action or a shift in posture.
What should I pay attention to?
The few signals with enough weight to earn leadership focus.
What evidence supports it?
Priority source close enough to trust the readout.
Design principles established
Signal first. Always
The page should open with the leadership readout worth their attention, not a trail of articles, charts, and modules.
Precision before completeness
Every module has to earn its place. If it does not help leaders understand the signal faster, it did not belong.
Proof on tap
Trust should always be one step away, but never loud enough to compete with the insight.
Hide the machinery
Thousands of signals can move underneath. The surface should stay calm, focused, and controlled.
One frame. Any question
The structure should stay consistent across topics, teams, and intelligence needs - while the signal, language, and priorities adapt to the audience.
Design explorations that shaped the final model
The early designs made intelligence easier to access, but not easier to decide from.
PILOT DOMAIN · OBESITY
Right pieces. No point of view.
Signals, developments, and agents were present - but nothing decided what leaders should read first.
Coverage without judgment.
More modules improved visibility, but still left the story for users to assemble.
SCALING DOMAIN · GOVERNMENT AFFAIRS
Reusable, not generic.
The frame traveled, but policy intelligence needed urgency, impact, and consequence.
Executive Insights
Fastest-rising theme
Access & D2C
Narrative Shifts
Amgen’s Obesity Pipeline
Policy and access updates
WHITESPACE OPPORTUNITIES
Amgen’s Obesity Pipeline
Policy and access updates
Gaps & Rising Concerns
Pricing Pressure
Safety and Side effects
Critical Developments
Social Media Signals
White House & Administration
Mentions focus on drug pricing pressure, healthcare affordability, and federal action timelines. The conversation is centered on cost visibility and public accountability.
U.S. Senate
Mentions focus on drug pricing pressure, healthcare affordability, and federal action timelines. The conversation is centered on cost visibility and public accountability.
U.S. House
House activity points to committee attention on access, transparency, and affordability measures. Signals indicate potential movement through hearings or proposed legislation.
House activity points to committee attention on access, transparency, and affordability measures. Signals indicate potential movement through hearings or proposed legislation.
Amgen Sites
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Trending Topics
Drug Pricing Reform
IRA Implementation
PBM Transparency
340B Program
Biosimilars Act
Credible, but too slow.
More explanation built trust, but slowed the first read.
The final verdict
The final solution gives leaders the read, the movement and the source path - in that order.
News
Social Media
Signal first. Always
The five stories that matter now.
Critical Developments surfaces the highest-priority events instead of asking leaders to scan a feed. Each item is summarized, tagged by issue area, and backed by the sources reporting the same signal.
Precision before completeness
Momentum, not mentions.
Trending Topics shows the top five themes gaining pressure across the domain, with sentiment attached to each trend. When a user selects a topic, they can see the articles driving that movement.
The goal is not to show what appeared often. It is to show what is rising, how it is being framed, and what evidence sits underneath.
Proof on tap
The signals around the headline.
The snapshot captures important movement that may not be the top story yet, but still shapes the broader intelligence picture.
These risks connect back to products, business exposure, and policy pressure, so leaders can see where attention may be needed next.
Hide the machinery
Depth when the user wants it.
A searchable source repository for users who want to go deeper without making browsing the default experience.
The topic changes. The structure holds.
Obesity, Government Affairs, Finance, Pipeline, CEO Staff, Corporate Strategy, Any Topic. The content changes, but the questions leaders need answered stay the same.
News
Social Media
Signal first. Always
The five stories that matter now.
Critical Developments surfaces the highest-priority events instead of asking leaders to scan a feed. Each item is summarized, tagged by issue area, and backed by the sources reporting the same signal.
Precision before completeness
Momentum, not mentions.
Trending Topics shows the top five themes gaining pressure across the domain, with sentiment attached to each trend. When a user selects a topic, they can see the articles driving that movement.
The goal is not to show what appeared often. It is to show what is rising, how it is being framed, and what evidence sits underneath.
Proof on tap
The signals around the headline.
The snapshot captures important movement that may not be the top story yet, but still shapes the broader intelligence picture.
These risks connect back to products, business exposure, and policy pressure, so leaders can see where attention may be needed next.
Hide the machinery
Depth when the user wants it.
A searchable source repository for users who want to go deeper without making browsing the default experience.
The topic changes. The structure holds.
Obesity, Government Affairs, Finance, Pipeline, CEO Staff, Corporate Strategy, Any Topic. The content changes, but the questions leaders need answered stay the same.
The topic changes. The structure holds.
Obesity, Government Affairs, Finance, Pipeline, CEO Staff, Corporate Strategy, Any Topic. The content changes, but the questions leaders need answered stay the same.
First Read
Opens with the most important movement.
Priority layer
Give leaders the few updates worth attention now.
Pattern layer
Reveal what is gaining pressure across the domain.
Depth path
Keeps news and social detail available after intent.
One frame. Any question
Delivery matched the moment.
Not every signal needed a page visit.
Some needed a meeting brief.
A short readout for recurring meetings themes first, articles only when needed.
Some needed immediate context.
Urgent signals delivered with enough context to act without opening the platform.
What I drove behind the interface
01 / Immersed in the intelligence flow
Reviewed hundreds of articles, leadership briefs, and market updates to understand how signals were prioritized, summarized, and consumed by senior teams.
02 / AUDITED THE NOISE
Mapped repeated modules, duplicate narratives, article overload, and moments where the experience pushed users toward more content instead of more clarity.
03 / STUDIED EXECUTIVE BEHAVIOR
Workshoped with directors, VPs, and senior stakeholders to understand how leadership meetings were prepared, what decisions needed support, and where manual briefing work was happening.
04 / SHAPED THE AGENT WORKFLOW
Partnered with data science, data engineering, API, product, and UI teams to align agent outputs to define what the interface needed to prioritize, summarize, and display.
Impact
Reflection
NEXT PROJECT
VIRTUVIS · CONSTRUCTION TECHNOLOGY
Resolving uncertainty before it becomes physical.
Helping teams see, cost, coordinate, and correct a project before uncertainty becomes physical.
3 months · Mar ‘24 - Jun ‘24
The pilot worked. The model didn’t scale yet.
Obesity Insights Hub proved the intelligence was valuable, but it also exposed the limits of the experience. The page still carried repeated articles, unclear insight hierarchy, and too much interpretation left to the user.
1
AI label did not create clarity
The page showed that content was AI-generated, still needed stronger structure, prioritization, and evidence framing to feel executive-ready.
2
Brief became browsing
The “brief” still asked users to scan article titles, summaries, and repeated source content.
5
Everything competed for attention
Articles, charts, topics, internal notes, and media drivers carried similar visual weight.
6
Repeated signal, different containers
The same narratives resurfaced across sections, creating more volume instead of a clearer point of view.
3
Topics without judgment
Trending terms showed what was appearing often, but not what changed, why it mattered or what deserved leadership attention.
4
Didn’t scale across domains
Market performance charts were useful for obesity, but did not translate cleanly to other pages
Executive mental model
I treated the Intelligence Template as the first moment of executive judgment not a place for leaders to read more, but a place where external movement had to become clear, credible, and worth their attention.
What changed?
What’s new, rising, or starting to shift.
Why does it matter?
How the signal connects to strategy, access, competition or business priorities.
Is this a risk or opportunity?
Whether it needs monitoring, action or a shift in posture.
What should I pay attention to?
The few signals with enough weight to earn leadership focus.
What evidence supports it?
Priority source close enough to trust the readout.
Design principles established
Signal first. Always
The page should open with the leadership readout worth their attention, not a trail of articles, charts, and modules.
Precision before completeness
Every module has to earn its place. If it does not help leaders understand the signal faster, it did not belong.
Proof on tap
Trust should always be one step away, but never loud enough to compete with the insight.
Hide the machinery
Thousands of signals can move underneath. The surface should stay calm, focused, and controlled.
One frame. Any question
The structure should stay consistent across topics, teams, and intelligence needs - while the signal, language, and priorities adapt to the audience.
Design explorations that shaped the final model
The early designs made intelligence easier to access, but not easier to decide from.
PILOT DOMAIN · OBESITY
Right pieces. No point of view.
Signals, developments, and agents were present - but nothing decided what leaders should read first.
Coverage without judgment.
More modules improved visibility, but still left the story for users to assemble.
SCALING DOMAIN · GOVERNMENT AFFAIRS
Reusable, not generic.
The frame traveled, but policy intelligence needed urgency, impact, and consequence.
Credible, but too slow.
More explanation built trust, but slowed the first read.
The final verdict
The final solution gives leaders the read, the movement and the source path - in that order.
News
Social Media
Signal first. Always
Prioritise the 5 most important developments
Critical Developments surfaces the highest-priority events instead of asking leaders to scan a feed. Each item is summarized, tagged by issue area, and backed by the sources reporting the same signal.
Precision before completeness
Themes that are gaining momentum
Trending Topics shows the top five themes gaining pressure across the domain, with sentiment attached to each trend. When a user selects a topic, they can see the articles driving that movement.
The goal is not to show what appeared often. It is to show what is rising, how it is being framed, and what evidence sits underneath.
Proof on tap
Important movement beyond the top stories
The snapshot captures important movement that may not be the top story yet, but still shapes the broader intelligence picture.
These risks connect back to products, business exposure, and policy pressure, so leaders can see where attention may be needed next.
Hide the machinery
Exploration when the user wants it.
An exploratory source repository for users who want to go deeper without making browsing the default experience.
The topic changes. The structure holds.
Obesity, Government Affairs, Corporate Affairs, R&D, Corporate Strategy, Any Topic.
The content changes, but the questions leaders need answered stay the same.
First Read
Opens with the most important movement.
Priority layer
Give leaders the few updates worth attention now.
Pattern layer
Reveal what is gaining pressure across the domain.
Depth path
Keeps news and social detail available after intent.
One frame. Any question
Delivery matched the moment.
Not every signal needed a page visit.
Some needed a meeting brief.
A short readout for recurring meetings themes first, articles only when needed.
Some needed immediate context.
Urgent signals delivered with enough context to act without opening the platform.
What I drove behind the interface
01 / Immersed in the intelligence flow
Reviewed hundreds of articles, leadership briefs, and market updates to understand how signals were prioritized, summarized, and consumed by senior teams.
02 / AUDITED THE NOISE
Mapped repeated modules, duplicate narratives, article overload, and moments where the experience pushed users toward more content instead of more clarity.
03 / SHAPED THE AGENT WORKFLOW
Partnered with data science, data engineering, API, product, and UI teams to align agent outputs to define what the interface needed to prioritize, summarize, and display.
04 / STUDIED EXECUTIVE BEHAVIOR
Workshoped with directors, VPs, and senior stakeholders to understand how leadership meetings were prepared, what decisions needed support, and where manual briefing work was happening.
Impact
Reduced 300+ articles into 20–30 prioritized insights.
Moved research-to-insight turnaround from 1 week to 3 minutes.
Reduced new page setup time from 16 weeks to 4 weeks.
Cut engineering effort by 60%.
Reclaimed 400+ business-team hours per month by reducing manual scanning, source comparison, and recurring update assembly.
Shifted business teams from monitoring information to focusing on strategy.
Reflection
This project changed how I think about AI products. The challenge was not making the system summarize more information. It was deciding what should stay visible, what should stay quiet, and how much confidence a leader needed before opening a source.
The complexity did not disappear. It moved behind the experience.
