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Project Overview
Bristol Myers Squibb: Responsive HCP Website
Industry
Pharmaceutical (Valued at $95B+)
Goal
Create a responsive website for healthcare providers (HCPs) and patients for a new schizophrenia drug
Timeline
~2 months (tight deadlines, evolving scope)
👩🎨
My Role
UX & UI Design | System Creation | Collaboration Across Different Teams
Designed responsive layouts and UI kit from scratch
Applied accessibility best practices (ADA compliance)
Collaborated with brand, copy, SEO, and dev teams
Problem-solved under tight constraints (BuildEasy system)
⏳
Process Flow
→ 1. Content & Brand Finalized → 2. Sitemap & Wireframes → 3. UI Kit & Design System Built
→ 4. Responsive Screen Design → 5. Development & Testing → 6. Site Goes Live 🥳
🗂️
Creating a UI Kit from Scratch
Built a Custom UI Kit Using BuildEasy Constraints + BMS Branding
Built components aligned with BMS branding + BuildEasy platform
Designed icons, buttons, inputs, and modules for future reuse
Reused DTC (patient site) styles for visual consistency
Established a scalable design system for future HCP projects
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Responsive Layout Design
Responsive Layouts Prioritizing HCP Readability and ADA Compliance
Designed screens based on final wireframes + sitemap
Focused on readability for HCPs, mobile responsiveness, and accessibility
Rapid iteration based on ongoing copy and brand updates
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Layout Design & Visual Consistency
Adapting Designs Amid Shifting Client Direction
Rapid iteration based on ongoing copy and brand updates
Faced frequent client-driven visual and content changes—but timeline stayed fixed
Final site design diverged significantly from the original look, requiring flexibility and fast iteration
Client-approved original design
Old brand visuals
Call-to-action placed below the fold
Oversized ISI tray dominates screen real estate
What Went Live
Updated brand visuals to reflect new identity
Chatbot integrated into top navigation for easy access
Prominent CTA positioned above the fold
Reduced ISI tray height to highlight hero image
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Custom Feature Design Within Platform Constraints
Designed a Chatbot for Seamless Rep Access Across the Site
Client wanted easy rep contact on every page
Researched and designed a chatbot using BuildEasy constraints
Designed two versions using the brand colors
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Live Site
Want to see it live? Tap the button below to open it in a new tab.
Disclaimer: The website has undergone updates since my involvement.
The designs and features showcased in this case study represent the state of the site at the time of handoff.
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