Allergan Aesthetics

A B2B platform e-commerce redesign

Allergan Aesthetics, an AbbVie company, develops and manufactures leading aesthetic products including facial injectables, body contouring tools, skincare, and more. Their B2B platform, Allergan Direct, enables clinics to purchase products and manage patient-related orders. However, the platform faces significant technology limitations and user experience issues that impact usability, efficiency, and growth.

User research revealed frustration around site performance, a confusing purchase journey, and a lack of clarity in key information such as pricing and promotions.

The Problem

Allergan Direct is not optimized for mobile devices, despite sales reps and clinic staff heavily relying on them for business. Complex navigation makes it difficult for users to quickly find information or complete purchases. As a result, users turned to reps for help with purchasing, which slowed down operations and increased dependency on customer support.

The Goal

The primary goal of the redesign was to transform Allergan Direct into a modern, user-friendly B2B platform that empowered clinics to manage orders independently. This meant enabling mobile access for medical staff on the go, simplifying the product discovery and purchase journey, and making essential information, like pricing and promotions, easily accessible. By improving usability and building trust in the digital experience, the redesign aimed to reduce dependency on sales reps, increase self-service activity, and ultimately drive higher engagement and conversion across the platform.

The Outcome

The redesigned Allergan Direct experience delivered measurable improvements in both usability and business performance:

• Mobile adoption increased significantly, with more frequent platform access primarily via tablet, reducing reliance on sales reps for routine ordering.

• Purchase completion time decreased by more than 30% thanks to simplified navigation and clearer, more intuitive purchasing journeys.

• Self-service orders increased, indicating growing user confidence and satisfaction with the platform experience.

• Customer support requests dropped, particularly around product availability, pricing, and promotions - all areas that users found necessary to make purchasing decisions.

Client satisfaction improved, with feedback highlighting a more modern, faster, and easier-to-navigate site that better supports day-to-day clinic operations.