Website homepage for "Living with IBD" with information about inflammatory bowel disease, including sections on Crohn’s disease and ulcerative colitis. Features an image of a woman and links to learn more.

Takeda

making disease state education approachable and supportive to those navigating IBD

Role
UX, UI

Category
Healthcare

Timespan
5 months

Support for every journey.

For people navigating gastrointestinal issues, it can be a lonely and convoluted process towards a diagnosis. Living with IBD was created to educate and support these people no matter where they are in their journey. We achieved this by organizing content by audience and leveraging real patient stories to complement.

See the live site

Project objectives

Funnel users to relevant content based on where they are in their journey

1

Share perspectives and stories from real people living with IBD

2

Be the leader in IBD disease state education

3
Collage of web pages discussing inflammatory bowel disease (IBD), featuring resources, types, and management strategies for conditions like ulcerative colitis and Crohn's disease. Includes images of individuals and abstract patterns.

Project takeaways

Disease state education revolves around patients being at the center and making decisions with them in mind. It can be tricky to balance serving their needs and innovating in a typically stale space.

Be realistic with the first launch
Align on key features and content that fit into the go-live timeline. Plan for additions and adjustments in the next update.

Simple black rocket icon

Push the design system
The digital space can be an exciting place to push a newly-established brand identity and fill in gaps.

Black drawing tool and squiggly line icon

Visual concepts

Two different concept directions explored the push and pull between human, emotional elements and the more clinical, disease state information.

Two web pages providing education and support resources for inflammatory bowel disease (IBD) patients. Page A features a portrait of a man and sections on inflammatory bowel disease, Crohn's disease, and ulcerative colitis. Page B presents images of two individuals, stylized illustrations of intestines, and text offering help for Crohn's and ulcerative colitis. Both pages focus on supporting IBD journeys.

Final design

Webpage promoting education and support for IBD, featuring a smiling woman, informational sections about Crohn's disease and ulcerative colitis, personal stories, and resources like a podcast and guides. Includes a graphic of a digestive system.

Navigation

A detailed mega menu was used to provide context for users working their way through a lot of new concepts and complicated medical terminology.

Website design on Crohn's disease with sections for information on symptoms, diagnosis, management, and treatment options. Includes a navigation menu and call-to-action for resources and updates.

Working toward a diagnosis

IBD is a complicated disease state with many symptoms that could be lead to a Crohn’s or UC diagnosis, or something else entirely. We prioritized tools for users to be able to compare symptoms.

Infographic comparing Crohn's disease and ulcerative colitis, highlighting symptoms, affected areas in the digestive system, and commonly mistaken conditions like IBS and celiac disease. Includes a table detailing common symptoms and illustrations of their impact on the body.

Navigating a diagnosis

The site is structured to serve people no matter where they are in their IBD journey. Once a diagnosis is received, users are guided through a distinct lane for Crohn’s disease and ulcerative colitis.

Overview of web pages for Crohn’s disease and ulcerative colitis, featuring sections on diagnosis, management, and treatment options.

Real people, real stories

A photo and video shoot was conducted, as real patients are the backbone of the emotional components on the site. Contextual stories and quotes are seeded throughout the entire site.

Webpage featuring real stories of people living with inflammatory bowel disease (IBD). The top image shows two women posing together. Below, are individual portraits with short personal quotes and links to their stories. Each person is identified by name and the type of IBD they have, such as Crohn's or ulcerative colitis.

Each patient ambassador shares their real story and experience navigating their diagnosis, struggles, and treatment.

Split screen website design featuring two profiles: Marilyn on the left and Shonda on the right. Marilyn’s section discusses her journey with Crohn’s disease. Shonda’s section covers her experience with ulcerative colitis and Crohn’s disease. Both sections include personal stories, images of the individuals, and options to watch videos.

Resources

Support is provided through various resources covering topics like insurance, medical terminology, patient support, and financial assistance.

Two webpage screenshots from "Living with IBD" site featuring resources and glossary for inflammatory bowel disease. Left page has categories like "IBD and pregnancy," "Living with IBD Podcast," "Patient mentor program." Right page shows glossary terms like "5-aminosalicylic acids" and "Anti-integrins."