Abbvie health care professional portal

Ecosystem web portal project, designed and built to scale with ambitious pipelines for the future global Health Care Professionals. US and global markets.

By market capitalisation among major global pharma companies, Abbvie ranks 3rd in the world.

4 minutes
748 words
Read more about the client on AbbVie.com
Humira landing screen

Services & logistics: 8 weeks agile delivery to launch in the US, UK, Australia, Spain, Germany, France, Italy, Netherlands, Japan

My role: Lead product designer

- Service mapping, user flows
- UX, UI design
- User research, QA testing
- Design system for Abbvie digital
- Stakeholder management
Tools and resource
- Axure RP: client requested tool, InVision Design system, Adobe suite
- Atlassian suite, Miro
- Workshops in US, UK
- Guerilla usability testing
Team & stakeholders

🇬🇧 Agency squad model U.K
🇩🇪 Eng team in Germany
🇮🇳 Eng team in India
🇺🇸 Leadership team at Abbvie in US

☕️ Problem statement
Abbvie is transitioning from a single-product focus to a broader, diversified portfolio, yet its existing product portfolio isn’t reflected in its current digital tools, making it hard for HCPs to find and access relevant information. The company needs a central, intuitive HCP portal that personalises content, reduces friction, and strengthens trust—positioning Abbvie as a reliable, value-driven resource across all therapy areas.
WORKSHOPS/ STAKE HOLDER MAPPING / PROJECT PLANNING / ROADMAPS / DESIGN SYSTEM / TRAVEL
🚀 The plan
Deliver a platform in 8 weeks to launch a first of it’s kind Abbvie eco system for health care professionals globally. Working with partners in U.S, Germany and India to cross collaborate and bring the experience proposal to market.

Impact

The global HCP portal launched successfully across priority markets, strengthening Abbvie’s digital presence and improving access to therapy-area content across Immunology and future Oncology expansions.
The design and experience improvements created a more consistent omnichannel journey, making it easier for healthcare professionals to find relevant materials, request in-field support, and engage with non-promotional scientific content. Ultimately, this helped position Abbvie as a trusted, go-to partner in Rheumatology, Dermatology, and Gastroenterology.

1st month post launch

⚡️ 92,410 HCP users

Portal discovery and full journey completions across priority markets

Site sessions

🗺️ +15–28%

Sessions increased across key regions, driven by clearer navigation and simplified authentication

Content engagement

🚀 +22%

Scientific content (Rheum, Derm, Gastro), driven by improved content hierarchy and personalisation

Authentication success rate

🔐 +26%

Reduced login issues with simplified pathways and onboarding steps

Discovery and kick off

I created a customer end-to-end mapping for the MVP to understand the holistic journeys, interaction points, and future opportunities. This research was gathered in workshops at the head office in the U.S.
Personas were created from key user profiles, user stories, user journeys, mental models, content maps, information architecture, and user intent models to support the user, their needs, expectations, behaviours, and ultimately goals on the portal.

abbvie portal end to end mapping

Wireframing, Prototyping & Design System Architecture

I produced detailed wireframes across all core breakpoints—desktop, tablet, and mobile—and translated them into high-fidelity, interactive prototypes. This allowed the development teams in Germany and India to clearly understand behaviours and edge cases while working asynchronously.

Guided by atomic design principles, I shaped the experience from reusable elements upward, ensuring consistency and scalability. I also led technical alignment sessions to resolve accessibility requirements, responsive behaviour, mobile patterns, and component interactions.

Finally, I designed a robust, scalable component library—built on Bootstrap and Material Design foundations—providing a clear, futureproof framework for development and global expansion.

Abbvie user journey

User Interface Explorations & Design System

In close partnership with the UI Lead, I drove the refinement of the portal’s interface, elevating early concepts into a cohesive, production-ready design language. I translated key experience principles into clear visual patterns, ensuring every component supported both usability and strategic goals.

Leveraging Abbvie’s global brand identity and pattern library, I expanded and systemised the UI into a scalable design system—strengthening consistency across therapy areas, simplifying future feature rollouts, and enabling global markets to build with confidence.

The result was a polished, intuitive interface that unified the experience end-to-end and set a new standard for Abbvie’s HCP-facing digital products.

Humira landing screen

Successful Deliverables for phase 1

The vision of the resource was to build out a single destination where HCPs can access all content relating to Abbvie products and associated therapy area content. The first market test was launched in America.

✅ Hifidelity design handover to Abbvie engineering team

✅ Design system + documentation available via InVision design studio

✅ Component behaviors and states, interdependencies documentation for engineering team in India

✅ Technical User experience specification

✅ Stakeholder presentation: journeys and prototypes demos in person and remote

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