Dechra
Case study

Crafting a UX strategy and brand awareness campaign for a leading veterinary pharmaceutical company

Overview

Project duration

12 months

Services

UX Strategy

UX Research

Buyer Journey Mapping Behavioural Insight Stakeholder Alignment Content Strategy

Testing & Optimisation

My role

UX Strategist for the project, leading research, user journey definition, and UX strategy development in close collaboration with global stakeholders.

Brief

Streamlining Dechra’s global digital presence

Dechra needed to simplify and strengthen its digital ecosystem to increase brand awareness and conversion, with a particular focus on improving how thought leadership content supported the buyer journey across markets.

Old homepage for Dechra

Challenges

Aligning global teams, systems, and regulations

Dechra operated across multiple countries, each with different digital strategies, legal requirements, and approval processes. Aligning these teams into a single, scalable approach was complex and time-consuming.

The existing website also required a major upgrade, and limited governance made it difficult to introduce consistency across content, design, and messaging at a global level.

Approach

From discovery to a reusable and scalable UX strategy

The project began with in-depth discovery, combining workshops, UX analysis, and research to understand friction across Dechra’s digital ecosystem. This work uncovered inefficiencies in the buyer journey and informed a strategy focused on reducing complexity and improving clarity.

Building on these insights, the approach shifted toward scalability. Existing components were analysed to support the introduction of a design system and reusable modules, helping align stakeholders and streamline approvals across markets.

In the final phase, content was refreshed and restructured using research and testing insights. Thought leadership content was reorganised to better align with the buyer journey, improve engagement, and support conversions such as academy sign-ups.

Visuals

Discovery, strategy, and content optimisation

These visuals highlight key artefacts from the project, including discovery presentations, UX analysis, strategy frameworks, and content restructuring work across the project phases. They supported alignment across global teams and informed decisions around structure, reuse, and optimisation.

Outcomes

A clearer, more cohesive global digital experience

The work aligned business goals with a clear UX strategy, supported by buyer journeys and personas informed by research, audits, and testing. This structured approach reduced fragmentation, improved clarity across markets, and created a more efficient and scalable digital foundation for Dechra’s teams.

Campaign Spotlight

Cushing’s Prime Suspects digital experience

Alongside the website work, Dechra aimed to raise awareness of Cushing’s disease and promote Vetoryl for dogs, a condition that is difficult to diagnose due to subtle symptoms.

In collaboration with the creative team, I helped design the Cushing’s Prime Suspects digital campaign, using humour and a detective-inspired theme to engage dog owners and create a memorable educational experience.

Impact