WORK
A few projects worth looking at in detail. Each one shows a different side of what Right Arrow brings to an engagement.
AGENCY · STRATEGIC LEAD
National Resident Matching Program
NRMP runs the Match, the process that places more than 60,000 medical students into residency positions each year. Ideas On Purpose brought Right Arrow in to lead all experience strategy for a ground-up website redesign. The deadline was fixed: live before Match Week in March.
The challenge
The site organized content around NRMP's internal structure, not around the people using it. Users were navigating to Google rather than the site's own nav. SOAP, the process for unmatched students, was nearly impossible to find. Half the audience was on mobile. The content was dense and unnavigable.
What I did
· Discovery and research across three user groups
· Experience strategy: three goals that shaped every structural decision
· Audience-first experience architecture across 70+ pages
· Content atomization and taxonomy for contextual FAQ surfacing
· Full navigation structure and key concept prototypes including mobile
The outcome
The site launched on time. The architecture is still in place today. Ideas On Purpose has brought Right Arrow back for additional NRMP work.
DIRECT CLIENT · ONGOING PARTNERSHIP
Heart Rhythm Society - CardiQ.org
HRS is an international nonprofit focused on cardiac health advocacy. They engaged Right Arrow to lead the strategic groundwork for a new digital platform serving clinicians and health systems working to improve quality of care for patients with atrial fibrillation.
The challenge
HRS had stakeholders, partners, pharmaceutical funding, and a clear clinical mission but no shared vision for what the platform should be or do. Before anything could be designed or built, the organization needed to align on goals, select a vendor, and establish a strategic foundation strong enough to carry through delivery.
What I did
· Stakeholder alignment and discovery workshops.
· RFP development and vendor selection.
· Product management through Phase 1 delivery.
· Extended creative direction to protect the outcome.
· Returned for Phase 2, an education library refresh.
The outcome
CardiQ launched on schedule in October 2023. The platform has since reached more than 10,000 users across over 100 countries. A peer-reviewed paper on its development was published in 2025. What started as a single strategic engagement grew into a multi-year partnership spanning three separate projects.
