A one unified, personalized and multi-channel self-care support destination
Haleon Huddle is a large-scale digital transformation designed to bring every Haleon brand, service, and experience into one unified platform. Instead of consumers navigating fragmented brand sites, Huddle establishes a single, cohesive ecosystem that centralizes all brands, product guidance and solutions for everyday self-care.
The initiative serves as a consumer-first hub that simplifies discovery, supports personalization, and connects Haleon’s biggest growth priorities: including GLP-1s, US Soccer Partnership, healthcare professional moments, and value-driven offerings like promotions and seasonal solutions.
Fragmented. Rigid. Not Personalized.
Before Huddle, Haleon’s digital ecosystem consisted of scattered, inconsistent brand sites with limited flexibility and minimal insight into user behavior. Consumers received identical experiences regardless of their needs, symptoms, or health goals.
Integrated. Scalable. Consumer Led.
Huddle aims to unify all Haleon brands into one cohesive, consumer-first experience anchored by strategic content hubs. The platform will deepen engagement through personalization, stronger first-party data, and interactive, expert-led content.
Unified & Future-Ready Platform
Our design process combined user insights, modular system thinking, and cross-functional collaboration. We focused on understanding consumer needs, defining the system foundations, ideating scalable solutions, designing flexible components within constraints, and testing to ensure performance and feasibility. Each phase contributed to creating a personalized, multi-brand experience capable of evolving with Haleon’s long-term digital transformation.
To understand how Huddle could better support consumer self-care needs, we analyzed behavior patterns across Haleon’s user audience. Research revealed strong demand for personalized guidance, trusted expertise, and simplified navigation across Haleon’s multi-brand ecosystem. Users also expressed frustration with fragmented brand sites, lack of clear product pathways, and minimal support for emerging needs like GLP-1 symptom management and seasonal conditions.
1. Difficult to navigate fragmented health information
Users feel overwhelmed by scattered content, conflicting advice, and too many product choices. They want clarity and guidance they can trust.
2. Hard to find personalized, simple, and actionable support
Whether they need motivation, expertise, or quick answers, users struggle to find solutions tailored to their goals, health stage, or preferences.
3. Confusing access to value, savings, and benefits
Users often miss opportunities like OTC benefits, coupons, or product bundles because the process is unclear or time-consuming.
To benchmark opportunity areas, we examined health & wellness platforms, pharmacy ecosystems, and digital self-care tools. Competing experiences offered value around symptom checking, subscription bundles, and content personalization.
1. Huddle 2025
Redesign the site to accommodate brands migrating into Huddle, communicate Huddle value and set foundation for future expansion.
2. Brands Migration
Finding the right brand balance between Haleon and sub-brands is an important part of this template creation.
1. Huddle 2026
Introduce content hubs, first steps toward content personalization, and social proof to deepen user engagement.
2. Experience Hub 2026
Deliver on our strategic priorities. Lay the groundwork for richer experiences by establishing dedicated spaces for curated content on key topics.
We are migrating several brand.com websites to HaleonHuddle.com. To ensure strategic alignment with the Huddle’s goals and its audience needs we evaluated all website content against a set of criteria to inform which pages will be kept, which pages will be deleted and which will be repurposed.
In this phase, we translated the updated information architecture into low fidelity wireframes to define the new Haleon Huddle site experience. We then incorporated feedback through revisions, user testing, and iteration before moving into detailed design.
During detailed design, we brought the experience to life through high fidelity visuals, consistent components, and refined interactions ready for implementation.
The goal of this page is to announce the partnership with USSF and provide a space for users to land from any campaign comms. This page will be updated and iterated upon as the partnership evolves, and ultimately include more interactive elements (such as sweepstakes and UGC content) for future releases.
Each brand site adapts the design system to reflect its unique identity, balancing flexibility with consistency to deliver intuitive, cohesive experiences
Each brand site adapts the design system to reflect its unique identity, balancing flexibility with consistency to deliver intuitive, cohesive experiences
Unifying multiple brands and experiences into a single ecosystem required strong governance and close collaboration across design, product, and engineering. A token driven design system enabled consistency while still allowing each brand to express its identity. Clear workflows, shared standards, and early alignment across teams proved critical to maintaining quality and scalability at this scale.
The system will continue to evolve to support new feature areas and business priorities. Upcoming initiatives such as Hubs, Soccer, and the homepage evolution will integrate into the S4D framework using an expanded component lifecycle and contribution model. Ongoing refinement of cross team rituals, review processes, and versioning standards will help ensure the platform scales effectively while maintaining consistency and governance.
