GSK IL-5 cellcrush
Havas Health Network
GSK
2025
Brand Design, User Interface Design, User Experience Design, Prototype, Animations For the American Thoracic Society (ATS) 2025 conference, GSK’s Medical Affairs team set out to reimagine the traditional medical booth experience. I led the visual design and UI concepts for an innovative, Candy Crush–inspired educational game designed to help healthcare professionals better understand IL-5’s role in respiratory diseases. The project aimed to balance scientific accuracy with intuitive, engaging gameplay, resulting in an experience that transforms complex medical concepts into something memorable and approachable.
Challenge Medical conference booths are often dense with information and difficult to navigate, leaving healthcare professionals overwhelmed by scientific jargon and disengaged. GSK wanted to break this mold, creating a tool that would stand out on the busy conference floor while still maintaining the rigor and credibility required for scientific content. The challenge was to translate advanced medical information into a game format that felt playful and inviting without losing accuracy or clarity.
ApproachCollaborating with GSK stakeholders, their agency of record, and a multidisciplinary design team, we developed a match-style game that simplifies IL-5 concepts into familiar, easy-to-grasp mechanics. Inspired by the accessibility of mobile puzzle games, the design allowed players to interact with the science directly through intuitive visual cues and rewarding gameplay. I partnered closely with a creative technologist and two UX designers to ensure every design decision aligned with both user engagement goals and medical accuracy.
Key ContributionsLed the visual design direction and UI system, creating a playful yet credible aesthetic tailored to healthcare professionals. Designed intuitive interfaces and interaction patterns that translated scientific processes into simple, game-like actions. Collaborated with UX designers to align game mechanics with the educational journey. Partnered with the creative technologist to ensure seamless integration of design and technical execution. Maintained balance between scientific credibility and engaging user experience, ensuring both goals were equally represented.
OutcomeThe resulting experience delivers a new way for GSK to connect with healthcare professionals—turning passive education into active participation. Bright, approachable visuals draw users in, while the gameplay reinforces core scientific concepts in a way that is easy to remember. Although the project is still in development as of March 2025, early stakeholder feedback has been overwhelmingly positive, with the game seen as a standout example of how medical education can be both rigorous and engaging.