Award-Winning
AstraZeneca Interactive Data Visualization in Congress Booth
Turning COPD data into a personal decision-making moment.
The Team
- Associate Design Director: Lorena Salado
- Creative Director: David Ferguson
- Art Supervisor: Harold Urquiola
- Design: Bella Wood, Jennifer Park
- Digital Project Direction: Samantha Bortniker
- Digital Services: Saher Almaita
- Studio Support: Teresa Lee, Veronica Pepin
My Role
Designed the UX/UI for the Draw Your Own Data interactive experience in Figma. Translated medical data and the strategic concept into a clear, intuitive user flow. Helped connect physical and digital interactions into one cohesive system.The Challenge
At large medical congresses, attention is limited and information is everywhere. In COPD treatment, the issue isn't a lack of data. It's timing. Healthcare providers often wait until exacerbations become severe before escalating care.
The opportunity wasn't to add more information. It was to shift how that information felt in the moment of decision-making.
The Insight
We reframed the problem: What if instead of telling HCPs what to do, we asked them to define it themselves?
This led to a simple but powerful idea: "I Draw the Line on COPD Exacerbations."
A question disguised as a statement. A prompt that turns passive viewers into active participants.
Design Execution
The experience was designed as a system, not a single touchpoint. Every element reinforced the same core idea: your threshold matters.
Physical Interaction
A magnetic wall invited HCPs to place pre-written statements and define where they personally "draw the line." It was quick, tactile, and inherently reflective.Digital Interaction
I designed an interactive experience that translated complex clinical data into a guided journey. Instead of static charts, the interface invited HCPs to test their knowledge against real data, revealing gaps between perception and reality.Why Digital Mattered
Physical interactions draw people in, but don't always provide depth. The digital experience filled that gap, connecting personal choices to real disease progression and treatment impact, moving beyond awareness toward behavior change.Outcome
The booth stood out in a crowded environment not by being louder, but by being more human.
Reflection
When the goal is behavior change, information alone isn't enough. This project shows how design can shift perspective by making data feel personal, immediate, and actionable.
