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Pharma

Design thinking, internal platforms, and enablement—improving marketing operations, knowledge sharing, and field-team readiness at scale.

WorkshopsAlignment + co-creation

Marketing OpsAutomation processes

Intranet UXFindability + IA

EnablementSales training comms

GlobalMulti-region delivery

AdoptionGovernance + rollout

Boehringer Ingelheim — Design thinking workshops to reshape marketing automation processes

Focus: cross-functional alignment + marketing operations redesign + scalable governance

Problem

Marketing automation processes had grown fragmented across teams and regions, creating slow handoffs, inconsistent execution, and avoidable rework.
Stakeholders needed a shared view of the end-to-end process (intake → build → approvals → launch → optimisation) to improve reliability without compromising compliance constraints.

Role

Workshop lead and design facilitator responsible for agenda design, facilitation, synthesis, and turning outcomes into actionable artefacts.
Partnered with marketing, marketing operations, IT, and stakeholders to converge on ownership, standards and decision points.

Approach

Mapped current-state workflows and pain points, including handoffs, approvals, tooling frictions, and exception patterns.
Co-designed a future-state operating model with clearer roles, decision points, and service-level expectations for common requests.
Translated workshop outputs into a prioritised improvement backlog and roadmap, including quick wins and longer-term process changes.

Outcomes

Aligned stakeholders on a shared, end-to-end marketing automation workflow and clearer ownership across key steps.
Created a practical roadmap to reduce cycle time and inconsistencies through standardisation and governance improvements.
Improved clarity of exceptions and edge cases, reducing ambiguity in high-friction approval and launch moments.

Learnings

In complex marketing ops, the biggest performance gains often come from simplifying handoffs and clarifying decision rights—not new tools.
A lightweight governance model (standards + review checkpoints) is essential to keep automation quality consistent at scale.

Menarini — AI-driven chatbot for Prostamol within regulated drug promotion constraints

Focus: conversational UX + compliance guardrails + safe escalation patterns

Problem

Provide a helpful conversational entry point for consumers around the Prostamol product line while operating within strict rules for medicine promotion and public information.
Reduce ambiguity and risk in a chatbot experience: what can be said, how to handle sensitive questions, and how to route users to the right channel (HCP, medical information, or support) when needed.

Role

Led the experience definition of the chatbot: conversation structure, safety boundaries, content strategy, and interaction patterns for trust and clarity.
Worked with stakeholders (marketing, medical, legal/compliance, and delivery) to translate policy constraints into clear UX rules and release-ready requirements.

Approach

Defined conversation intents and “allowed content” zones (informational, support, escalation) with explicit do/don’t rules for each intent.
Designed guardrails and fallbacks: safe refusal patterns, re-phrasing prompts, and escalation flows to human support or medical information where appropriate.
Created a state model for sensitive moments (symptoms, adverse events, diagnosis-like questions) to protect users and the organisation through clarity and routing.
Prototyped key flows and aligned stakeholders via review sessions to ensure copy, states, and escalation paths were compliant and implementable.

Outcomes

Established a compliant conversational framework with clear intent taxonomy, UX guardrails, and escalation patterns suitable for regulated public-facing use.
Reduced delivery ambiguity by making constraints explicit (what is allowed, what triggers escalation, what requires refusal), enabling faster and safer iteration.

Learnings

For regulated conversational products, the “state model” is the product: safe defaults, refusal language, and escalation paths must be designed as carefully as happy paths.
Compliance becomes scalable when translated into reusable interaction rules and content patterns—not one-off reviews per prompt.

Pfizer — Global intranet and knowledge base design and usability enhancements

Focus: information architecture + findability + usability improvements for internal platforms

Problem

Teams struggled with findability and inconsistent navigation across a global intranet and knowledge base, slowing down day-to-day work and duplicating effort.
Content structure and governance needed improvement to support different roles and geographies without fragmentation.

Role

UX/design partner supporting assessment, design recommendations, and usability enhancement workstreams.
Collaborated with stakeholders across functions to understand needs, prioritise issues, and define improvement options.

Approach

Analysed navigation and information architecture pain points and identified high-impact areas for simplification.
Produced IA and interaction recommendations to improve findability (navigation, taxonomy cues, page templates, and content hierarchy).
Defined pragmatic governance guidance to support content quality and consistency over time.

Outcomes

Delivered a prioritised set of UX/IA enhancements designed to improve findability and reduce time-to-information for global teams.
Created clearer structure and guidance to support sustainable content evolution and reduce drift.
Improved consistency across key intranet patterns, making the platform easier to navigate and maintain.

Learnings

In knowledge platforms, small improvements to structure and naming can outperform large redesigns—especially when paired with governance.
Findability is a system property: navigation, taxonomy, templates and content ownership must work together.

Janssen — Design thinking workshops and communication strategy for training videos for sales reps

Focus: enablement strategy + workshop facilitation + adoption-oriented communication planning

Problem

Sales reps needed training content that was easy to adopt and apply in the field, supported by clear internal communication.
Stakeholders required alignment on learning goals, target behaviours, and rollout approach to avoid fragmented messaging.

Role

Facilitated design thinking workshops and contributed to the communication strategy for rollout and adoption.

Approach

Used workshops to clarify audience needs, constraints, and the moments that matter in rep enablement.
Defined a practical communication approach: what to communicate, when, through which channels, and with which ownership.

Outcomes

Aligned stakeholders on training priorities and a consistent communication approach to support adoption.
Provided rollout guidance to reduce confusion and improve consistency across regions/teams.

Johnson & Johnson — Strategy-level design thinking workshop

Focus: executive alignment + opportunity framing + decision artefacts

Problem

Leadership needed a structured way to align on priorities and translate broad strategic questions into actionable directions.
Multiple stakeholders required a shared problem frame and decision criteria to reduce churn and accelerate next steps.

Role

Workshop lead responsible for facilitation, synthesis, and executive-ready outputs that translate into follow-on work.

Approach

Structured the workshop around problem framing, ecosystem mapping, opportunity identification, and prioritisation against agreed criteria.
Captured decisions, assumptions and ownership to avoid re-litigating choices after the session.

Outcomes

Produced a shared problem frame and prioritised opportunity areas with clear next-step recommendations.
Improved alignment across stakeholders through decision artefacts that could be reused for planning and delivery.

Learnings

At strategy level, the most valuable workshop outputs are decision artefacts (principles, priorities, ownership), not concepts alone.
Clarity on criteria upfront reduces design-by-committee and speeds up convergence.