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AbbVie health care professional portal

Eco system project with an ambitious future pipeline for global HCPs.


My role was to lead the user experience for the end-to-end delivery, and consulting post-launch build. In this squad, we worked on the pharma top 10 accounts. I travelled to USA and Spain to lead workshops and present to our clients.


User experience

User research 





Agencies: US, India, Germany



Axure RP


InVision design system

Abbvie mobile_edited.png
  • To create an HCP portal showcasing all therapy areas and products

  • To support the transformation of Abbvie from a single product to a wider portfolio

  • To create a highly personalised experience, customised to the user

  • To create an intuitive experience for the user to quickly and directly access the material they want and need, with minimal effort and maximum likelihood of return

  • To minimise the barrier to access

  • To create a true ‘value exchange’ for users

  • To establish a reputation as a go-to resource for HCPs

  • To showcase and leverage the power of product brands


2-week discovery

6-week core delivery

Agile dev sprint

collaboration model

Discovery phase, ongoing user research



I created a customer end-to-end mapping for the MVP to understand the holistic journeys, interaction points, and future opportunities and used the artefact to walk the client through our proposal for the personalised experiences and innovative touch points across the product.

I crafted personas, user stories, user journeys, mental models, content maps, information architecture, and user intent models. Everything lead me to have more information about the user, their needs, expectations, behaviours, and ultimately goals on the portal. Over a short time period, we learned a lot about healthcare professionals (HCPs) and key opinion leaders (KOLs).​

Service mapping

abbvie service map
geoloaction journey
User intent model
user journey product


Wireframes covering core breakpoints, interactive and prototypes.

Design philosophy - atomic design principles.

The wires were interactive and in high detail so that the development team based in Germany and India could learn about the intended behaviours to perform asynchronously as the delivery team was remote. 

I lead technical meetings to discuss all dev queries on accessibility, responsive states, mobile patterns, component design and to solve UX queries.

I designed the component library, utilising bootstrap & Material design patterns, delivering a robust and scalable component library.

Wireframe 1.png
Wireframe  4.png
Wireframe 2.png

User interface explorations and design system

I worked closely with another designer to refine and align the user interface with the key screen experience design. The AbbVie brand identity and pattern library were strongly adhered to.

Paper Texture
UI 1.png
Component group
UI 4.png

User testing, validation loops

After creating scenarios of wireframes that needed to be tested with users, the biggest challenge of this complex project was due to the client's lack of budget for user research.

Note: I had preempted this and prepared and presented user research to the client's senior stakeholders - the critical benefits and the process loop (double diamond) ahead of time. 
To my disappointment, the agency could still not secure any kind of user research for this project.

I leaned on my years of design experience, UX methodologies, and global patterns to deliver quality work in the absence of UR. The client was really happy and satisfied with my design and so proceeded to build.

UX maintenance and consulting

✅  Component list documentation referencing the wireframes 

✅  Documentation referencing behaviours and states and interdependencies

✅  User experience and technical specification

✅  Presented and demo: journeys and prototypes to the client and senior stakeholders

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