Case Study

Haleon HealthPartner

Experience architecture and product design for a global digital platform connecting Haleon with healthcare professionals across 20+ markets.

Case Studies Haleon HealthPartner

Client

Haleon (GSK Consumer Healthcare)

Sector

Pharmaceutical / Healthcare

Services delivered

Experience Architecture Information Architecture Personalisation Strategy Product Design Measurement Framework

About Haleon

One of the world's largest consumer healthcare companies — and a platform challenge unlike most.

Haleon was spun out of GSK Consumer Healthcare in 2022, bringing together some of the world's most trusted health brands — Sensodyne, Panadol, Voltaren, Centrum, Otrivin, and parodontax — under a single company operating across 170+ countries.

HealthPartner (HHP) is Haleon's global digital platform for healthcare professionals — the doctors, pharmacists, and dentists who recommend Haleon products to their patients every day. The platform needed to serve 20+ markets simultaneously, adapting to different regulatory environments, languages, and HCP profiles while maintaining a coherent, trustworthy brand experience across all of them.

The challenge

Haleon's HealthPartner platform (HHP) was tasked with serving radically different HCP profiles — pharmacists, dentists, GPs — across markets with different regulatory landscapes, content needs, and languages. A one-size-fits-all information architecture and content model wasn't going to work.

The platform also needed to scale across Haleon's full brand portfolio while maintaining coherence: from Sensodyne and Panadol to Voltaren and Centrum.

My approach

I led the experience architecture across the platform — defining the discovery model, information architecture, personalisation framework, and the design patterns that tied it together.

Work spanned twelve strategic presentations covering everything from IA flows and taxonomy to campaign frameworks and measurement — each grounded in HCP research and tested against real user journeys.

My role

Lead experience architect & product designer

I was brought in as the senior design and experience architecture lead across the HHP platform programme. My scope covered the full strategic and UX layer — from defining how the platform was structured to designing the interaction patterns that made it usable in the hands of busy healthcare professionals.

Across twelve strategic deliverables I defined the discovery model, information architecture, taxonomy strategy, personalisation framework, campaign surface model, measurement framework, and feature-level UX for key platform moments — each grounded in HCP research and designed to scale across 20+ markets.

Collaborators & stakeholders

Worked alongside product managers, content strategists, technology leads, and global brand teams across Haleon's portfolio. Operated as a senior design consultant — bridging strategy and execution — while ensuring every deliverable was grounded in HCP needs, not assumptions.

Presented directly to senior stakeholders and platform owners, shaping decisions around architecture, personalisation approach, and long-term platform direction.

Design process

A systems-thinking approach applied across architecture, personalisation, and product.

01 — Discover

HCP research & platform audit

Synthesised existing HCP research across pharmacist, dentist, and GP profiles. Audited the current HealthPartner platform against HCP expectations, identifying structural gaps in content discovery, taxonomy, and personalisation.

02 — Define

Architecture & taxonomy strategy

Built the master content architecture and information model — four discovery routes (condition, product, learning, search) unified under a shared taxonomy. Defined profession-specific content hierarchies for each HCP profile and the personalisation principles that would connect them.

03 — Design

Frameworks, flows & feature UX

Designed the personalisation framework (anonymous to fully personalised), five campaign surfaces, the measurement layer model, and feature-level UX for key moments — Order Samples, Region Selector, Request a Rep, and the onboarding journey — all validated against real HCP journeys.

04 — Deliver

12 strategic presentations

Each deliverable was built as a standalone strategic document — designed to align stakeholders, inform engineering decisions, and guide content operations. Presented directly to senior leadership, with each output grounded in evidence and structured for both immediate action and long-term reference.

Deliverables

Twelve strategic presentations spanning the full scope of the platform — from architecture to measurement.

Product Design Case Study

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