Humira.com
A comprehensive online portal designed to empower patients with clear insights into their conditions and whether Humira may be the right treatment. Addressing a complex information architecture and user-experience challenge, the site spans over 500 pages and supports 8 medical indications, each with its own regulatory and legal nuances.
Deliverables:
Concept Development
Art Direction
Visual Design
The Client
AbbVie. A highly focused research-driven biopharmaceutical company. They blend the stability, global scale, resources and commercial capabilities of a pharmaceutical company with the focus and culture of a biotech.
HUMIRA is a prescription medicine used alone, with methotrexate, or with certain other medicines to reduce or treat arthritis, plaque psoriasis, ankylosing spondylitis, Crohn's disease, and ulcerative colitis.
The Challenge
As Humira expanded to include new approved indications, AbbVie needed a single, patient-centered destination capable of organizing a vast library of information without overwhelming users. The original experience was fragmented, leaving patients frustrated when trying to locate content relevant to their diagnosis. Beyond clarity, the site also had to balance empathy with the strict demands of regulatory compliance and provide a flexible structure that could evolve as new therapies were introduced.
The Solution.
We reimagined Humira.com with a patient-first approach. The design placed condition-specific journeys at the forefront, allowing users to identify their diagnosis and move directly into tailored pathways. Complex medical and legal content was carefully structured so that essential information appeared immediately, while more detailed material was progressively revealed for those seeking deeper understanding. A responsive, grid-based system ensured that the experience translated seamlessly across desktop, tablet, and mobile, while accessibility standards guided everything from typography to color contrast. Search and cross-linking were strengthened to help patients navigate through hundreds of pages without ever feeling lost.
The result was a design system that balanced clarity, empathy, and compliance, serving as both a welcoming introduction for new visitors and a reliable resource for patients returning again and again.
The Impact
The redesigned portal drove measurable impact: time on site increased by 38%, task completion improved by 26%, and mobile bounce rates dropped by 40%. Just as importantly, the modular design system gave AbbVie the flexibility to expand indications and update content without disrupting the patient journey, keeping the platform both scalable and human-centered.
The Story in Motion
Ultimately, this project was about building more than a website. It was about creating a bridge between complex science and human understanding. By aligning clarity, empathy, and compliance, Humira.com became a platform that helps patients feel informed, supported, and less alone at one of the most critical points in their healthcare journey.