As Associate Creative Director at Wunderman Thompson Health, I led the design of an educational platform for Boehringer Ingelheim — one of the world's largest privately-held pharmaceutical companies, operating in 130+ countries.

In a category where users are overwhelmed with clinical information and quick to disengage, the challenge was to create an experience that was both medically rigorous and genuinely compelling. Healthcare audiences arrive with high anxiety and low patience — every design decision had to reduce friction while building the trust required to engage with sensitive medical content.

By treating the content as a story worth telling rather than information worth presenting, we built a platform that held users for an average of 3.5 minutes — 75% above the industry benchmark — and reached 33,000 users in its first year. The work was recognized with an industry award and remains one of the clearest examples of design in service of the story.