BiogenLinc

BiogenLinc is Biogen’s global self-service customer platform. Ensuring that the resources are easily available by HCPs when they need them most.

Company: Biogen
Date: 2020 -
Role: Creative & UX Direction
Format: Web Application

Intro

BiogenLinc is driving a modern, digital approach to having a dialogue with the customers. Harnessing the power of digital, the name accentuates the ambition to synchronize digital services and establish a strong link, with Biogen, and between healthcare professionals in neuroscience.

BiogenLinc represents the delivery of innovative and valuable services that enrich the customer experience and ultimately support HCPs toward the achievement of better patient outcomes and care in the long term.

Situation

There were over 150 web instances scattered across the web without a centralized system and governing body. It made it challenging to gather and analyze user data across all instances. Hampering the ability to understand user behavior, preferences, and trends, and make informed decisions or improvements.

Complication

Having all those web instances without a centralized system lead to increased operational costs. Also, without a unified governing body, and lack of standardization resulted inconsistency across digital services. Lead to fragmented user experiences.

Resolution

To address the challenges, a unified global team was formed to design, build, and manage web instances under one brand called BiogenLinc, using a global design system and a modular content strategy. This central governance ensured consistency, while local implementation caters to over 30 markets' specific needs within three years, balancing global efficiency with local relevance.

A new approach not seen in pharma before.

Shining the light on the Community aspect of BiogenLinc, putting the focus on the HCPs. With an emphasis on progress, discovery, movement, and connections. BiogenLinc acts as a frame to hold the content. Giving space and bringing the HCPs to thrive and offer a place of discovery.

It is a digital-first, contemporary and forward-facing brand with a touch of freshness using a lot of white space and strong colours. Paired with a simple geometric sans-serif font.

The Product Strategy

To develop the product strategy and establish a North Star Vision, I engaged both users and stakeholders at every stage, from the initial discovery phase to the final delivery. This process involved validating and refining the strategy through a variety of methods, including interviews, surveys, workshops, and user testing to collect insights and feedback.

Incorporating Lean UX principles was a pivotal aspect of my role as the Head of Product Design. By fostering a culture of continuous iteration and collaboration, I ensured that our design process remained agile and responsive to user needs.

We embraced rapid prototyping and user testing, allowing us to gather valuable feedback early in the development cycle and make informed design decisions.

This iterative approach not only accelerated the product development timeline but also enabled us to pivot and refine designs based on real-time insights. By combining Lean UX methodologies with our creative vision, we created products that seamlessly merged user satisfaction with business objectives, resulting in a more streamlined and impactful member experience.

We needed more clarity to consistently visualize our strategy and help us better connect with our users. We needed a design system to establish a more cohesive visual identity and maintain that cohesion across a wide range of touchpoints. A project of this scope offers plenty to think about, but we settled on a set of key objectives that guided our thinking throughout the project:

1 - Translate strategy into design

2 - Build a scalable system

3 - Clarify our brand architecture

We took on this challenge and created a brand design system that is now the foundation for building the platform as a product and also for global marketing communications.

I led the global roll-out of the developed brand strategy and Visual Identity, supporting local markets the brand positioning journey