CASE STUDY

GlaxoSmithKline: Global digital transformation for all OTC brands

My Role

Global UX lead for GSK’s digital transformation initiative across multiple OTC pharmaceutical brands.

Traveled to GSK offices globally to facilitate design thinking workshops, teach human-centered design methods, and coach teams on patient-first product development. Built design frameworks that connected customer insights to digital experiences across markets.

Opportunity

GSK needed to modernize its approach across all brands—moving from product-focused to patient and customer-centric.

Teams had fragmented approaches to digital products with inconsistent methodologies. The organization lacked shared frameworks for understanding customer needs and translating them into digital experiences across global markets.

Result

Established design and innovation practices used across GSK’s global organization.

Built customer journey mapping frameworks adopted by teams worldwide—from consumer brands like Otrivin to specialized products like Physiogel entering new markets
Created Brand Heart, Brand World, and Task Map frameworks that teams used to align digital experiences with customer needs
Trained teams across multiple countries on design thinking and patient-centered innovation methods