Improving navigation and accessibility
J Savage
Redesigning a global pain relief site for clarity and impact
Simplified complex content ecosystems across markets, improved mobile UX and earned client praise for a global healthcare brand.
Client & problem
GSK needed a new global mastersite for Voltaren (Voltarol in the UK) that could be localised across markets.
The challenge? Align UX, content and SEO across dozens of regions while improving clarity, mobile experience and brand storytelling.
My role & approach
As a UX Designer, I collaborated closely with strategy and visual design to:
Audit live market sites and identify weak spots in navigation, information architecture and content
Create personas and map user journeys
Conduct a qualitative content audit
Design and test new information architecture via card sorts and tree tests
Deliver wireframes and a scalable mega navigation structure
Content audit examples
Outcome & results
Improved navigation and mobile UX
Greater brand clarity and better SEO alignment
Positive feedback from GSK global and local markets: “Better than we could have ever imagined. You are GSK pioneers.”
Why it matters
When your target audience is managing pain, a painless user experience becomes even more important.
I believe large-scale systems work best when clear, localisable and grounded in real user needs.
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Posted Apr 16, 2025
Redesigned GSK’s Voltaren site from the ground up – user journeys, IA and wireframes. Result: better UX, scalable content, rave reviews.
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Clients
Digitas UK
GSK
