Case Study // Experience Design
The challenge was the same for both a 120-person startup and a 120,000-person industry leader: How do you turn science and engineering into a human experience that educates, inspires, and sells?
I produced experience design for both, establishing events that transformed technical training and customer engagement into immersive, story-driven environments.
At Finesse Solutions, I developed the CellWorld user conference — a focused, high-impact forum for biotech innovators to share data and solve technical challenges. The success of that model later informed Thermo Fisher’s vertX User Conference, which sharpened the focus on bioprocessing and added the credibility of an established brand.
At Thermo Fisher, I modeled this approach for large-scale, global commercial meetings. Highlights include the F1-inspired Experience Arena, a learning environment for 600+ global sales professionals, and #GameOn, a unifying creative theme that energized the Group’s commercial meeting and extended from the event keynote to the training experience. I also developed and facilitated a 90-minute biopharma training session grounded in customer insights, market data, and design thinking.
Most recently, I directed the creative strategy and production for the 2025 Global Commercial Meeting keynote — scripting, designing, and producing the plenary session and video that launched the Group’s new positioning.
The result: distinctive, sensory experiences that aligned thousands of employees and customers around shared goals, helping to translate complex concepts into memorable moments.