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Multiple Sclerosis Take Action Program
Interactive pharmaceutical campaign

Challenge

While we were in an early planning meeting for this upcoming “MS Take Action” program, I kept thinking about an online product I had recently seen, where an actor interacted with animated elements on screen. It sparked an idea. I thought this new program could benefit from that same level of energy and connection.

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I decided to pitch a similar idea by having an actress interact with animated elements and speak directly to users as they navigated the experience. The goal was to make the information about Multiple Sclerosis feel more personal and engaging, less like reading medical copy and more like having a conversation with someone who understands.

The campaign was designed and developed, ready to reach an estimated 519,800 to 1 million patients and caregivers per month while helping them understand Multiple Sclerosis symptoms, treatment options, and resources.

Why UX Was Critical

Users come to WebMD seeking trusted, unbiased health information. To keep that trust while introducing sponsored content, we had to:

  • Clearly differentiate sponsorship from editorial through visual cues and labeling.

  • Design intuitive navigation and content segmentation so users could find information that matched their MS journey.

  • Maintain accessibility and compliance across video and interactive layers (including transcripts, alt text, and proper labeling).

  • Create an experience that was empathetic, clear, and engaging — not overwhelming.

​​​​​​Impact

  • Delivered a first-of-its-kind interactive experience that drew users in and kept them exploring longer.

  • Increased engagement metrics and dwell time through immersive storytelling and personalization.

  • Met all medical, legal, and accessibility standards without sacrificing creativity or flow.

  • Strengthened WebMD’s position as a leader in compliant but innovative sponsored experiences for health education.

​​​​​​MS Interactive Companion Survey

I led the design of a companion Flash interactive tool for Multiple Sclerosis education, prioritizing empathy, accessibility and usability. By tailoring the experience to users with progressive neurological conditions, we created an inclusive survey tool that educated users about their symptoms and treatment options while reinforcing brand trust. Thoughtful design choices, such as large buttons, high-contrast text and accessible sliders, significantly improved engagement and completion rates.

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Key Highlights:

  • Developed a personalized, interactive tool to educate users about MS.

  • Designed with empathy and accessibility for users with motor and vision challenges.

  • Implemented large buttons, high-contrast text and flexible sliders to enhance usability.

  • Added an optional guided experience: users could click “play” to walk through the survey and receive a summary of each question, accompanied by text and supporting audio.

  • Strengthened patient education while building brand awareness and trust.

  • Resulted in an intuitive, inclusive experience with higher engagement and completion rates.

  • Designed the e-mail campaign and a print-friendly “Take to Your Doctor” results

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I want to create a simple illustration that represents video editing or video design or on

  • Art directed from concept to launch.

  • I created the storyboard for the interactive video flow.

  • Assisted with the video shoot, coaching the actress to interact naturally with future on-screen elements.

  • Oversaw motion design integration in After Effects, aligning gestures and voice to interactive triggers.

  • Ensured alignment with brand, accessibility and MLR compliance standards.

  • Supervised the development of branded ad suites and promotional modules, driving traffic into the experience.

  • Designed the educational companion survey 

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