Bahador Pazoki / Creative Director


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American Society of Health-System Pharmacists

Become the essential companion to pharmacy practitioners throughout their career journey.

Role: Creative Director / UX Strategy and Design

The Challenge

For over 75 years, The American Society of Health-System Pharmacists, with 44,000+ members, has been at the forefront of efforts to improve medication use and enhance patient safety. But it has historically struggled to keep its members continuously as they progress in their careers.


The Insight

There is a surplus of Pharmacy graduates in the market who have large graduate debt. This is further offset by a shortage of employers. As a result this has pushed 20% of the graduate market to further pursue higher levels of certification as well as driving down salaries and heightening scrutiny on the profession. 

There isn’t much an individual can do to stop new pharmacy schools from opening or increase the number of available pharmacy jobs. And the threat of losing job security, end-of-year bonuses, salary increases, or even your full-time position is very real. But pharmacists can take control over their career path by leveraging the resources and tools that ASHP offers to stay knowledgeable, competitive and current.


Member Types:

  • Pharmacy Students

  • Pharmacy Residents

  • New Pharmacy Practitioners

  • Pharmacy Practitioners

  • Pharmacy Technicians

  • Pharmacy State Affiliates

The Strategy

Position ASHP as the essential companion to Pharmacy Practitioners throughout their career journey by putting the user’s needs first. Providing timely guidance and assistance right when the user needs it—allowing them to stay competitive and relevant.

Make it relevant, search-able, personalized, simple and real-time.


First Approach

Personalized Expertise
The Pharmacy profession is fast-paced and filled with complex information— but what if ASHP could help make sense of it all? This concept is based on curating and simplifying the information that is most relevant to each persona that interacts with ASHP. By asking users to self-identify, we can guide them to the most relevant, most valuable content and provide clear next steps.


  • Help me find what is relevant to me.

  • Show me what I should be valuing at this point in my career.

  • Tell me about the topics that other people like me are engaging with.

  • Guide me in what I need to do next in my career journey.

“I need personalized advice, training and peer collaboration”

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Second Approach

Essential (Career + Practice) Companion
Every day, Pharmacists make life or death decisions based on ever-changing information and research. They simply can’t afford to fall behind. This concept transforms into the destination that brings together the most important, up-to-date information that every Pharmacist needs. And, by exposing them to a variety of recent, relevant topics and industry trends, we can help them keep up with their colleagues and the industry.


  • Help me understand what’s out there.

  • Help me understand what it is that I’m missing out on.

  • Show me what my peers are doing about the issues.

  • Show me how I can learn about the things I don’t know about.

“ is my professional home. It is not only essential to my career, but has helped me save lives and my practice”

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Third Approach

Go To Information Resource
There’s never a dull moment for Pharmacists. Throughout the day, they need to make many important decisions, and they need a reliable resource that’s there to meet their needs, without getting in their way. In this concept, ASHP. org is designed to put the user’s needs first, providing timely guidance and assistance right at the moment the user is ready and willing to engage—allowing them to focus on what’s at-hand and making every site visit informative, easy and efficient.


  • Help me find what I need.

  • Provide me the information without additional distraction.

  • Help me find it quickly and make it easy for me to use your services.

“I need an answer”

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Design Approach

College Text Book
Pharmacist spend years studying, dissecting and copiously taking notes on their college text books. We borrowed from this familiar theme to inform our overall design approach. Much like a college text book, our site used clean legible typography and minimal use of imagery to help users arrive at what they need as efficiently as possible. We also help identify the most important facts by highlighting them on the page. Visitors could also bookmark or share pages for furture refrence.



The Outcome

The newly redesigned serves up personalized content based on log-in credentials as well as curated content based on search key terms. Visitors experience relevant content that is timely and easy to find. The homepage also aggregates current industry topics as well as most popular content based other user's profiles.