ROLE

UX Director

Overview

Ocaliva is a prescription medication designed to treat Primary Biliary Cholangitis (PBC), a rare and chronic liver disease. Given its complex medical profile, Ocaliva’s digital presence needed to reflect both its clinical importance and its need for clear, accessible information for both patients and healthcare professionals (HCPs).

Intercept Pharmaceuticals approached us to overhaul their digital ecosystem for Ocaliva, which included a full redesign of their patient website, HCP website, and the development of an unbranded disease site to better educate and both patients and their caregivers. The goal was to deliver a comprehensive digital experience that empowers users with the information they need to understand Ocaliva, its risks, benefits, and proper usage.

Challenges

1. Complex Medical Information: Ocaliva is a prescription medication with potentially serious side effects and specific usage guidelines. We needed to present this information clearly, without overwhelming the user, especially considering the sensitive nature of the disease it treats.

2. Distinct Audiences: The project required us to design for two vastly different audiences—patients with PBC, many of whom are managing a long-term condition, and healthcare professionals who need access to scientific data, treatment guidelines, and research findings.

3. Usability in a Medical Context: Both websites had to balance being compliant with medical regulations while remaining user-friendly and engaging, making it easy for users to find the most relevant information in a complex digital environment.

What We Did

discovery & research

Our engagement began with an extensive discovery phase, which involved understanding both the medical and patient needs as well as the current digital experience. This research formed the foundation for all our subsequent design work.

• Stakeholder Interviews: We conducted discussions with key stakeholders at Ocaliva, including the product team, marketing, medical affairs, and the regulatory team to understand the key business and medical objectives. Through these conversations, we were able to identify pain points such as difficulty in finding critical safety information, confusing navigation, and a lack of interactivity in some areas.

• Competitive Analysis: We analyzed competitor sites within the healthcare and pharmaceutical space to identify opportunities for differentiation and areas where we could improve the user experience for Ocaliva.

The insights from these efforts shaped the UX strategy and informed the design approach for both patients and healthcare professionals.

Results

Strategy & Information Architecture (IA):

Based on our research, we restructured the content and functionality for the patient website and HCP site to ensure information was both easy to find and digestible.

• For the patient site, we focused on:

• Simplifying the medical language to make it more approachable for patients who may be unfamiliar with clinical jargon.

• Structuring content to reflect patient concerns and needs, including treatment options, side effects, and real-life patient testimonials.

• Highlighting important safety information without overwhelming the user.

• For the HCP site, we organized clinical data, prescribing information, and research findings in a way that made it easy for medical professionals to find the evidence they need to make informed treatment decisions.

• Included clear guidelines for prescribing Ocaliva, patient monitoring, and liver function.

• Developed a streamlined section for ongoing clinical research and news in the field of PBC and Ocaliva’s role in its treatment.

UX/UI Design & Prototyping

With the information architecture in place, we moved on to creating the UX/UI design for both the patient site, the HCP site, and the unbranded disease site. We created wireframes for each site to define the layout and structure, ensuring clear pathways for users to find what they need. The visual design of both websites needed to reflect Ocaliva’s scientific integrity while also conveying hope and trust. We opted for a clean, medical aesthetic with an emphasis on easy-to-read typography, calming blues, and neutral tones to make the experience welcoming and non-threatening.

• Patient Site Design: The design of the patient site focused on creating a welcoming yet professional atmosphere. We used warm colors, intuitive icons, and clear callouts to convey critical information like side effects, dosing instructions, and safety monitoring. Given the emotional aspect of PBC and the concerns around liver health, it was important for the site to feel both supportive and reassuring. We used more human-centered visuals, such as patient success photos and stories, simplified diagrams, and supportive imagery that conveyed hope and care. (Visit OCALIVA.com)

• HCP Site Design: The HCP site needed to feel authoritative and clinical, while still providing easily accessible information. We prioritized content like clinical trial results, dosing protocols, and safety monitoring guidelines. The design utilized a professional, clean aesthetic to reflect the scientific rigor of Ocaliva, with easy-to-navigate sections and downloadable resources. (Visit OCALIVAHCP.com)

• Living with PBC: The unbranded disease site serves as an educational resource for patients and caregivers explaining how Ocaliva works at a molecular level. We designed a dynamic animation that depicts the mechanism of action of Ocaliva, providing a better understanding of the treatment for both audiences. We found that some patients had difficulty understanding certain medical terms so we addressed these issues by simplifying language and offering a robust glossary which contains explanations of medical terminology they want encounter. (Visit LivingWithPBC.com)

Development & Launch

After finalizing the design and prototypes, we worked closely with the development team to implement the designs and ensure seamless functionality.

• Responsive Design: All the sites were developed to be fully responsive, ensuring that both patients and healthcare professionals could access the content from desktops, tablets, and mobile devices.

• Content Management System (CMS): We implemented a CMS that allowed the Ocaliva team to easily update content as new safety data or clinical information became available. This ensured that the websites could remain accurate and up-to-date.

The redesign of Ocaliva’s digital ecosystem delivered significant improvements across the board, with results including:

1. Improved Engagement: Both the patient and HCP websites saw a substantial increase in engagement metrics, with longer time on site and a reduction in bounce rates.

2. Enhanced User Experience: The streamlined navigation and simplified content helped patients feel more empowered in understanding their treatment options and communicating with their healthcare providers.

3. Accessibility: The sites were fully WCAG 2.1 compliant, ensuring that individuals with disabilities had equal access to critical information.
   

Our work created a digital ecosystem that provided crucial information to both patients and healthcare professionals, fostering trust and empowerment. By focusing on human-centered design and regulatory compliance, we delivered a seamless experience that improved patient care and provider support for Primary Biliary Cholangitis (PBC), demonstrating how effective design can make complex medical information more accessible and actionable.