You want to hire me so bad…
Aamir Shivji
Solution #1:
Scaling through Structure: Design System and Page Blueprints
To enable long-term scalability and improve the overall experience, I built a comprehensive design system
paired with detailed page blueprints that became the foundation for how the platform was designed, built, and evolved.
What the Design System delivered
The design system served as a single source of truth for every UI component available to the team and every future component that could elevate
the portal
It included:
Detailed specifications and mockups for all core UI components
Fully mobile-responsive behavior for each component
Typography guidelines and brand-consistent color usage
Interaction and behavior rules for key components
While acting as SCRUM master and resolving platform errors, I also introduced and documented new experience features such as breadcrumbs
and enhanced navigation components, informed by deeper UX research.
These additions significantly improved discoverability, orientation, and mobile usability across the platform..
What the Page Blueprints enabled
The page blueprints translated the system into real, production-ready guidance.
They covered every major Novartis page type, including Home, Search, Disease area, Medical Science & Product
Each blueprint defined:
Detailed content structure and hierarchy
Component usage and layout
Required and optional sections
Responsive behavior and edge cases
Together, the design system and blueprints became a playbook for the entire OmniChannel team, allowing them to ship changes faster, create
new pages with confidence, and maintain a consistent, high-quality user experience.
Now we can
Implement Portal changes quickly
and safely
Now we can
Launch new pages at a significantly
faster pace
Now we can
Scale content faster without
sacrificing usability, consistency
or compliance
How might we
Enable internal teams to scale content
quickly without sacrificing usability,
consistency or compliance?
How might we
Amplify a user experience through
intuitive navigation, mobile
responsiveness and clear
information architecture?
How might we
Rebuild the feedback loop between
user behavior and business strategy
through reliable, understandable
data?
Challenges
Web Designer
"It feels like we are rebuilding the
site with every new page. No two
pages ever look or behave the same.
The product feels disorganized"
Dermatologist
"I feel lost on the site. I sometimes
do not know where I am, how
sections connect, or how to get
back to what I was looking at "
Rheumatologist
"The search bar doesn't always
give me what I am looking for.
Finding scientific papers or certain
videos can be challenging"
Cardiology nurse
"On my phone, the site is harder
to use. Things feel harder to read,
and some links and features do
not work very well. It is hard
to know where I am"
OmniChannel Manager
"We want to scale content faster,
but without a reliable design
guidelines and clear documentation,
every new page feels like a custom
project. It is inefficient and
unsustainable"
Web & Media Lead
"We can't confidently say which
therapeutic areas perform best,
where users drop off or which
content drives the most
engagement. We need reliable
insights"
The Web Administrator and I reviewed the platform, user feedback, and user journeys, conducted competitor analysis, and
collaborated closely with the Novartis Omnichannel team to understand their challenges and define the path forward
Improved site useability,
navigation and
hierarchy across
Pages
%
Optimized internal dashboard,
boosting user and content
performance understanding by
%
Increased Overall User
Engagement across web platform
by
Effective Prototyping and
Documentation reducing
page creation time by
Weeks
Project Overview
Impact
Overview
My Role
Scope
Tools
For a pharmaceutical company, Healthcare Professional
Portals are crucial to provide a centralized, personalized
and efficient digital channel to deliver tailored education,
product information and research directly to all medical
professionals
Novartis relies heavily on its Web Portal, however, a
software and data migration in 2024 created a myriad
of challenges for both users and the internal team that
needed fixing
Product Researcher and Analyst | UX Research, Information
Architecture, Wireframing, Prototyping, Brand Application,
Data Analysis, SCRUM Master
4 months, May 2025 - August 2025
Figma, JIRA, Google Analytics 4, Looker, Power BI
Novartis Healthcare Provider Pro Portal.
I led and designed a unified design governance from 0 to 1
to improve branding, consistency, documentation, process
scalability, navigation and user flow.
With these personas in mind, we narrowed down the feedback into three fundamental questions that needed answering: