AbbVie Care Redesign

Heuristic Evaluation, Competitive Research, Google Analytics, Usability Testing, Wireframes, Prototyping

TIMELINE

10 weeks (March-May 2025)

ROLE

UI/UX Designer

SKILLS

Competitive Research, Prototyping, Affinity Diagramming, Wireframing, Hand Sketches, Mobile First Approach, Secondary Research, Usability Testing,

TOOLS

Figma, Google Analytics, Excel, Microsoft Suite

TEAM SIZE

Solo

RESEARCH PHASE

How might we optimize the AbbVie Care website to enhance patient accessibility, ensure it serves as a comprehensive resource for patients, and maintain its usability over time?

EXPERT EVALUATION

Methodology: Heuristic Evaluation

Using Jakob Nielsen's 10 heuristics, critically acclaimed rules of thumb for user-interface design, to identify usability issues within the current AbbVie Care sites including inconsistent navigation, lack of context, and brand inconsistency.

These findings informed the prioritization of the research and redesign strategy.

COMPETITIVE RESEARCH

Tools: FigJam & Excel

Analyzed 19 Canadian competitors and several US PSPs which featured modern visuals, interactive elements, and clear and concise content.

2 out of 19 Canadian competitors directly compared to AbbVie Care’s centralized platform with direct access to each medication’s support services. As a result, AbbVie Care has the opportunity to leverage their unified system and differentiate by simplifying the experience through patient-focused design.

USABILITY TESTING

Methodology: Usability Testing & Affinity Diagramming

Conducted usability testing with 3 participants (1 real RINVOQ patient, 1 prospective RINVOQ patient, 1 caretaker) using the current AbbVie Care and RINVOQ sites to test evaluation findings and understand real-time behaviors, pain points, and navigation patterns.

Main themes participants faced challenges with:

Visual Design
Navigation
Communication
Organization of content
Abundance of text

Key insights revealed confusion navigating the site, difficulty finding specific support services, and trouble understanding where they were within the experience. Challenges included information overload and unclear communication.

INFORMATION ARCHITECTURE

Restructured the site’s information architecture based on insights from discovery phase focusing on simplifying navigation, organizing content, and bridging communication gaps. This set the structural foundation before moving into visual design.

TAKEAWAYS

Moving forward, I would refine my prototypes, test with additional users, begin the research and redesign for the brand sites, and ensure my design aligns with PAAB requirements.

While working on this project, I learned the importance of small details. Even design choices as simple as labels and text size can be a barrier to accessing patient support. During testing, 1 patient mentioned they would have exited the site entirely after not being able to locate contact information. The experience of patient support program websites need to be accessible so that it can successfully serve its purpose.

OVERVIEW

AbbVie Care is a Canadian patient support program offered by AbbVie. It aims to provide personalized assistance and resources to patients who are prescribed AbbVie medications. Through AbbVie Care, patients can access a range of services including medication education, financial assistance, and ongoing support from a dedicated team of nurses and care coordinators. The program is designed to help patients navigate their treatment journey, improve medication adherence, and ultimately enhance their overall healthcare experience. They have multiple patient facing websites where caregivers and patients can access relevant medication resources.

OBJECTIVE

Evaluating and redesigning the AbbVie Care umbrella website to improve the experience for patients and caregivers navigating support services.

SITE METRICS EVALUATION

Tool: Google Analytics

Google Analytics was used to understand the following metrics:

Visitor numbers
Common screen resolutions
Common device type
Most popular actions and pathways

Data revealed that were over 1,100 users in a month (March 2025) on the main umbrella site. As nearly half of this traffic came from direct users which could include stakeholders visiting the site from the office, I looked at the brand site data as I could filter out the access code to understand real patient behavior.

FINDINGS

Each brand site ranged in volume with Skyrizi having 357 users, and Maviret having only 28
Overall, most users stopped exploring the site after viewing the page for 30 seconds or scrolling
All brands have majority desktop users (60/40)
Most popular screen resolution was 1920x1080

These analytics informed a redesign that focuses on content and visuals that engages users beyond passive viewing and is optimized for a 1920x1080 screen.

DESIGN TRENDS RESEARCH

Methodology: Secondary Research

Secondary research analyzing current trends in digital platforms focusing on bold typography, color psychology, minimalism, UX Writing, responsive design, and accessibility. These trends shaped the design direction, helping ensure the AbbVie Care redesign feels modern, approachable, and aligned with user expectations.

DESIGN PHASE

SKETCHES & WIREFRAMES

Following the updated IA, I began with mobile-first hand sketches prioritizing core content and user tasks, then expanded to desktop. These sketches transformed into wireframes and then iterated into a final desktop prototype incorporating branding, visuals, interactivity. Every stage of design was guided by findings from the discovery phase.

PROTOTYPE

Following the updated IA, I began with mobile-first hand sketches prioritizing core content and user tasks, then expanded to desktop. These sketches transformed into wireframes and then iterated into a final desktop prototype incorporating branding, visuals, interactivity. Every stage of design was guided by findings from the discovery phase.