UCB Onward
Team
Targetbase
Role
UI / UX Designer
Year
2024 – 2025
I had the opportunity to collaborate with a team for UCB Onward, where I helped design and implement comprehensive UI/UX solutions. Working closely with cross-functional teams, I maintained and updated design systems, applied thoughtful visuals, and developed in-depth wireframes that guided the overall user experience.
Case Study: UCB Onward Call Guide
I worked on redesigning the UCB Onward Call Guide application. A tool used by call center representatives to assist care providers who are often under stress, seeking fast, clear answers. Our goal was to create a more intuitive, empathetic experience that helped reps respond quickly, accurately, and confidently.
The Problem
- Call center agents were managing high stress patient support calls while juggling multiple tabs and a fragmented, outdated interface.
- Buried information and clunky workflows added unnecessary cognitive load during demanding conversations.
- The core need: reduce friction, streamline navigation, and create a calmer, more intuitive experience for agents under pressure.
The Solution
- Designed a call guide application that consolidated fragmented tabs and tools into a structured interface.
- Prioritized clear information hierarchy and navigation to reduce cognitive load and improve speed and accuracy during live calls.
- Brought a supportive tone to the visual and UX decisions, ensuring the experience felt as calm and considered as the conversations agents were having.
Research & Findings
To design a tool that truly supported UCB’s call center reps, we conducted stakeholder interviews, workflow observations, and a full audit of existing materials. We spoke with 6+ agents and team leads, observed 4 live mock calls, and reviewed over 80 pages of existing guide content. Findings included:
- 65% of reps said they struggled to find information within the first 15 seconds of a call.
- 80% of observed workflows involved excessive scrolling and redundant navigation.
- In interviews, we found that reps prioritized speed and clarity over dense context.
- A lack of content hierarchy and consistent structure increased stress, especially for newer agents.
- Agents expressed a need for a calmer, more intuitive interface that matched the emotional tone of high pressure calls.
From there, we began by restructuring the content. The new site map was formed, reducing decision fatigue and allowing reps to focus on solving problems, not navigating pages.
Architecture
In the early stages, we sketched a simplified layout that would make navigating the call guide as effortless as possible. The design centered on a secondary navigation bar to quickly surface relevant content, paired with smart filters that adapted based on the type of call. To help agents manage information without feeling overwhelmed, we introduced modular content blocks with expandable sections, allowing reps to reveal details only when they needed them.
Wireframe Options
As the structure began to take shape, we explored two different approaches. The two options parsed the responses differently, resulting in two ways to quickly scan information. Through feedback sessions with actual reps, we evaluated the pros and cons of each approach. The right option emerged as the clear choice thanks to its superior pace and its familiarity to the way agents were already working.
Final Design
The final UI was focused and fully aligned with UCB’s guidelines, prioritizing usability and calmness. We emphasized type hierarchy, generous padding and whitespace to reduce visual noise and help reps stay focused under pressure. The layout was responsive, supporting clear focus states and ensuring legibility across screen sizes. Visual cues like icons, status badges, and subtle hover states made interactions feel fluid and intuitive. Every screen was crafted to support both speed and emotional ease, meeting reps exactly where they were in the moment.
22%
Reduction in average call time
73%
Of reps found the application easier to use
Other Wireframes and Design Materials
