THE ASK:
AbbVie’s new Skyrizi on-body injector (OBI) is a step up in at-home treatment where patients could self inject to treat Moderate to Severe Crohn’s Disease, rather than receiving injections at a medical location. The challenge? Patients (and their hcps) needed to feel confident that they could self-inject and self-dose correctly. A new device could feel overwhelming when patients were on the go. Additionally, only a demo model of the new product existed.

THE PROJECT:
To showcase the innovations of AbbVie’s new OBI device to HCPs and patients, I led the conceptualization and creation of an interactive desktop and mobile-optimized 360° experience which highlighted to patients and hcps the key features of the injector. Different versions of copy were created by the copy team to target the patient vs the hcp audience, and to provide alt text to meet digital accessibility standards.

Wireframes were created showing a side navigation as well as interactive expandable ‘hotspots’ to highlight key features, with a zoom into closeups of features and popup text, and autoplay mode, which runs through different views of the device. With fresh UX, mobile-optimized body copy aimed at HCPs was added, with seperate copy crafted for the patient audience.

With the demo model to hand, I worked in close connection with the 3D visual team at Havas that created the 3D prototype, I was overseeing all parts of the process from concept and creation to working with the development team and providing feedback, as well as presenting the concepts and updates to senior stakeholders at AbbVie.

Early user test response has been positive. The OBI 360 was delivered on time, under budget and positive feedback received across AbbVie marketing leadership team, their development team and affiliates.