Context
A pharmaceutical product page is marketing and regulated medical information at the same time. Fair balance means every benefit claim carries a risk statement at equal prominence. Important Safety Information can’t be buried. Medical, Legal and Regulatory review (MLR) takes weeks per change, and a layout that pushes ISI below the fold fails it. Every market runs its own version of these rules, and Lilly ships the same products in all of them.
In practice that meant rework. Pages designed for visual hierarchy, rejected in review, redesigned, re-reviewed. I was Principal Designer on an eight-person internal team run like an agency, April 2025 to April 2026, on patient and HCP sites, responsive web.
Contribution
Move the rules out of the page and into the component. Instead of a designer remembering that a claim needs a risk statement next to it, the fair balance module holds both in one type style with one rule between them. You can’t place a claim without its risk. The ISI drawer is pinned to the viewport in every market and has no hidden state. Market differences (ISI placement, HCP gate, approval code, string length) became variables the template resolves per territory, so one template serves the US, the UK and Japan without a redesign. Brand teams lost some layout freedom, and I spent real time getting MLR reviewers on my side rather than treating them as the gate.
What was mine vs. the team’s: I designed the fair balance module, the ISI drawer and its behavior, the HCP gate and the per-market variables with the approval stamp, and they went into Lilly Design System 3.0. The library as a whole belongs to the team. The walkthrough below is how LDS 3.0 assembles, from tokens to a market’s page.
The process change was documentation. Every decision shipped with its regulatory reason written next to it, so reviewers read a justification instead of guessing at one.
How the system assembles
From token to territory
How LDS 3.0 is built, and how its pieces assemble into product pages that pass review in every market. This is an illustration, not a page that shipped: the product, the copy and the markets are placeholders, and the parts shown are a small cut of the library.
- component families
- 66
- published components
- 88
- variants
- 1,021
- tokens bound
- 735
- text styles
- 112
Counted in the LDS 3.0 Figma library, October 2026. Private building blocks and documentation are not included.
-
Tokens
Colour, spacing and type are variables before they are anything else. Every later piece reads them; nothing hardcodes a value.
red-060red-105brand-030neutral-000neutral-005neutral-100Colour · lds-g-color-*Made of hex values, light only 100 · 8px200 · 16px300 · 24px400 · 32px600 · 48px800 · 64pxSpacing · lds-g-spacing-*Made of 8px base DisplayGaramond · Display 1HeadingRingside Black · H6Body a patient readsRingside Book · BodyType · Garamond + RingsideMade of two families, one scale -
Primitives
The smallest library parts. Each binds the tokens once, so a colour or weight changes in one place.
Learn about savingsButton · filledMade of colour · spacing · type Talk to your doctorButton · outlineMade of colour · spacing · type Find a pharmacyButton · contrastMade of colour · spacing · type Prescribing InformationLinkMade of colour · type In reviewBadgeMade of colour · type Home/[Label]/[Active label]BreadcrumbMade of link · icon First nameAs it appears on your cardJaneText FieldMade of colour · spacing · type Insurance typeThe plan you useCommercialSelectMade of text field · icon -
Components
Primitives grouped into the parts a page is made of. The ISI drawer and the inline ISI are the two the FDA cares about most.
Sign inTop Nav + Cookie Consent BannerMade of logo · icon · link · body · button ×2 Home/[Label]/[Product]Once a week, on your schedule*
[Product] is a prescription medicine for adults living with a long-term condition. One dose a week, taken at home. *See the risk statement and the Important Safety Information below.
Learn about savingsHero · L1Made of breadcrumb · display · body · button · media Safety summary with warningsWarnings · [Product] may cause serious side effects, including severe allergic reactions. Watch for possible symptoms, such as swelling of the face, lips or throat, trouble breathing, or a fast heartbeat. If you have any of these symptoms, tell your healthcare provider.
Do not use [Product] if you or any of your family have ever had [contraindication].
Indications[Product] is a prescription medicine that may help adults with:
• [Indication], or some adults with [indication] who also have [related condition].
ISI Drawer · defaultMade of heading · body · icon · fixed to the viewport in every market Safety summary with warningsIndicationsISI Drawer · collapsedMade of heading · icon · never hidden TreatmentWhat to expectDosing, side effects and supportPatient guideHow the medicine is taken, what to expect in the first weeks, and where to find support.
Updated 10/2026Learn moreContent ModuleMade of media · badge · button · type Card · brandedMade of colour · spacing FooterMade of logo · link ×17 · caption · carries the approval code -
Patterns
What the case study added: compositions of library parts that carry a regulatory rule, so the rule travels with the component.
EfficacyBenefit claimIn clinical studies, adults taking [Product] reached their treatment goal more often than adults taking placebo, with a difference seen from week 12.*
Risk statement[Product] may cause serious side effects, including severe allergic reactions and low blood sugar when taken with certain other medicines. Do not use [Product] if you are allergic to any of its ingredients.
Fair balance moduleMade of eyebrow · body ×2 · rule · claim and risk share one type style Before you continueAre you a healthcare professional?This site is intended for U.S. residents. Healthcare professionals have a separate site with full prescribing information.
Yes, I am a healthcare professionalNo, I am a patient or caregiverHCP gateMade of card · display · body · button ×2 isi.placement=drawer + inlinedisclosure.required=Set Aapproval.code=PP-XX-US-0001gate.required=truePP-XX-US-0001 10/2026 ©Lilly USA, LLC 2026. All rights reserved.Market variables + approval stampMade of chip · caption · values resolve per territory -
Templates
Components and patterns in their fixed order: nav, hero, drawer in the first viewport, claim beside risk, modules, full ISI, footer. One template per breakpoint, shown here with placeholder copy.
Home/[Label]/[Product]Once a week, on your schedule*
[Product] is a prescription medicine for adults living with a long-term condition. One dose a week, taken at home. *See the risk statement and the Important Safety Information below.
Learn about savingsEfficacyBenefit claimIn clinical studies, adults taking [Product] reached their treatment goal more often than adults taking placebo, with a difference seen from week 12.*
Risk statement[Product] may cause serious side effects, including severe allergic reactions and low blood sugar when taken with certain other medicines. Do not use [Product] if you are allergic to any of its ingredients.
AboutHow [Product] worksOne dose, once a weekPatient guideA short explanation of the mechanism, written at a reading level patients can follow.
Updated 10/2026Learn moreTreatmentWhat to expectThe first twelve weeksPatient guideWhat the first weeks look like, including common side effects and when to call a doctor.
Updated 10/2026See the timelineSupportCost and supportSavings and coveragePatient guideEligible patients may pay less. Check coverage and find enrolment support.
Updated 10/2026Check eligibilityImportant Safety InformationWarnings[Product] may cause serious side effects, including severe allergic reactions. Stop using [Product] and get medical help right away if you have swelling of the face, lips, tongue or throat, trouble breathing or swallowing, or a severe rash.
Low blood sugar. Your risk may be higher if you use [Product] with medicines that can cause low blood sugar. Signs include dizziness, sweating, confusion, headache, blurred vision and a fast heartbeat.
Kidney problems. Diarrhea, nausea and vomiting may cause a loss of fluids, which may cause kidney problems. Drink fluids to help reduce your chance of dehydration.
Common side effects include nausea, diarrhea, decreased appetite, vomiting, constipation, indigestion and stomach pain. These are not all the possible side effects. Tell your healthcare provider about any side effect that bothers you or does not go away.
Before using [Product], tell your healthcare provider about all your medical conditions, including if you have kidney problems, a history of pancreatitis, or if you are pregnant, plan to become pregnant, or are breastfeeding.
Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements.
Indications[Product] is a prescription medicine that may help adults with [indication], along with diet and exercise. It is not known if [Product] is safe and effective for use in children.
Please see the Prescribing Information and the Medication Guide for [Product].
Safety summary with warningsWarnings · [Product] may cause serious side effects, including severe allergic reactions. Watch for possible symptoms, such as swelling of the face, lips or throat, trouble breathing, or a fast heartbeat. If you have any of these symptoms, tell your healthcare provider.
Do not use [Product] if you or any of your family have ever had [contraindication].
Indications[Product] is a prescription medicine that may help adults with:
• [Indication], or some adults with [indication] who also have [related condition].
Product page · desktopMade of top nav · hero · ISI drawer · fair balance · content module ×3 · ISI inline · footer Home/[Label]/[Product]Once a week, on your schedule*
[Product] is a prescription medicine for adults living with a long-term condition. One dose a week, taken at home. *See the risk statement and the Important Safety Information below.
Learn about savingsEfficacyBenefit claimIn clinical studies, adults taking [Product] reached their treatment goal more often than adults taking placebo, with a difference seen from week 12.*
Risk statement[Product] may cause serious side effects, including severe allergic reactions and low blood sugar when taken with certain other medicines. Do not use [Product] if you are allergic to any of its ingredients.
AboutHow [Product] worksOne dose, once a weekPatient guideA short explanation of the mechanism, written at a reading level patients can follow.
Updated 10/2026Learn moreTreatmentWhat to expectThe first twelve weeksPatient guideWhat the first weeks look like, including common side effects and when to call a doctor.
Updated 10/2026See the timelineSupportCost and supportSavings and coveragePatient guideEligible patients may pay less. Check coverage and find enrolment support.
Updated 10/2026Check eligibilityImportant Safety InformationWarnings[Product] may cause serious side effects, including severe allergic reactions. Stop using [Product] and get medical help right away if you have swelling of the face, lips, tongue or throat, trouble breathing or swallowing, or a severe rash.
Low blood sugar. Your risk may be higher if you use [Product] with medicines that can cause low blood sugar. Signs include dizziness, sweating, confusion, headache, blurred vision and a fast heartbeat.
Kidney problems. Diarrhea, nausea and vomiting may cause a loss of fluids, which may cause kidney problems. Drink fluids to help reduce your chance of dehydration.
Common side effects include nausea, diarrhea, decreased appetite, vomiting, constipation, indigestion and stomach pain. These are not all the possible side effects. Tell your healthcare provider about any side effect that bothers you or does not go away.
Before using [Product], tell your healthcare provider about all your medical conditions, including if you have kidney problems, a history of pancreatitis, or if you are pregnant, plan to become pregnant, or are breastfeeding.
Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements.
Indications[Product] is a prescription medicine that may help adults with [indication], along with diet and exercise. It is not known if [Product] is safe and effective for use in children.
Please see the Prescribing Information and the Medication Guide for [Product].
IndicationsSafety summary with warningsWarnings · [Product] may cause serious side effects, including severe allergic reactions. Watch for possible symptoms, such as swelling of the face, lips or throat, trouble breathing, or a fast heartbeat. If you have any of these symptoms, tell your healthcare provider.
Do not use [Product] if you or any of your family have ever had [contraindication].
Product page · mobileMade of same parts, mobile variants First visit · HCP gateMade of template · scrim · HCP gate · cookie consent -
Markets
The completed design: one template, resolved per territory. The variables change, the components do not. Three example markets stand in for the real set.
Home/[Label]/[Product]Once a week, on your schedule*
[Product] is a prescription medicine for adults living with a long-term condition. One dose a week, taken at home. *See the risk statement and the Important Safety Information below.
Learn about savingsEfficacyBenefit claimIn clinical studies, adults taking [Product] reached their treatment goal more often than adults taking placebo, with a difference seen from week 12.*
Risk statement[Product] may cause serious side effects, including severe allergic reactions and low blood sugar when taken with certain other medicines. Do not use [Product] if you are allergic to any of its ingredients.
AboutHow [Product] worksOne dose, once a weekPatient guideA short explanation of the mechanism, written at a reading level patients can follow.
Updated 10/2026Learn moreTreatmentWhat to expectThe first twelve weeksPatient guideWhat the first weeks look like, including common side effects and when to call a doctor.
Updated 10/2026See the timelineSupportCost and supportSavings and coveragePatient guideEligible patients may pay less. Check coverage and find enrolment support.
Updated 10/2026Check eligibilityImportant Safety InformationWarnings[Product] may cause serious side effects, including severe allergic reactions. Stop using [Product] and get medical help right away if you have swelling of the face, lips, tongue or throat, trouble breathing or swallowing, or a severe rash.
Low blood sugar. Your risk may be higher if you use [Product] with medicines that can cause low blood sugar. Signs include dizziness, sweating, confusion, headache, blurred vision and a fast heartbeat.
Kidney problems. Diarrhea, nausea and vomiting may cause a loss of fluids, which may cause kidney problems. Drink fluids to help reduce your chance of dehydration.
Common side effects include nausea, diarrhea, decreased appetite, vomiting, constipation, indigestion and stomach pain. These are not all the possible side effects. Tell your healthcare provider about any side effect that bothers you or does not go away.
Before using [Product], tell your healthcare provider about all your medical conditions, including if you have kidney problems, a history of pancreatitis, or if you are pregnant, plan to become pregnant, or are breastfeeding.
Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements.
Indications[Product] is a prescription medicine that may help adults with [indication], along with diet and exercise. It is not known if [Product] is safe and effective for use in children.
Please see the Prescribing Information and the Medication Guide for [Product].
Safety summary with warningsWarnings · [Product] may cause serious side effects, including severe allergic reactions. Watch for possible symptoms, such as swelling of the face, lips or throat, trouble breathing, or a fast heartbeat. If you have any of these symptoms, tell your healthcare provider.
Do not use [Product] if you or any of your family have ever had [contraindication].
Indications[Product] is a prescription medicine that may help adults with:
• [Indication], or some adults with [indication] who also have [related condition].
- isi.placement
- drawer + inline
- gate.required
- true
- approval.code
- PP-XX-US-0001
Market A · United States Home/[Label]/[Product]A once-weekly treatment designed around your routine*
[Product] is a prescription medicine for adults living with a long-term condition. One dose a week, taken at home, prescribed and monitored by a healthcare professional. Always read the patient information leaflet. *See the Important Safety Information directly below and the risk statement that accompanies every claim on this page.
Learn about savingsImportant Safety InformationWarnings[Product] may cause serious side effects, including severe allergic reactions. Stop using [Product] and get medical help right away if you have swelling of the face, lips, tongue or throat, trouble breathing or swallowing, or a severe rash.
Low blood sugar. Your risk may be higher if you use [Product] with medicines that can cause low blood sugar. Signs include dizziness, sweating, confusion, headache, blurred vision and a fast heartbeat.
Kidney problems. Diarrhea, nausea and vomiting may cause a loss of fluids, which may cause kidney problems. Drink fluids to help reduce your chance of dehydration.
Common side effects include nausea, diarrhea, decreased appetite, vomiting, constipation, indigestion and stomach pain. These are not all the possible side effects. Tell your healthcare provider about any side effect that bothers you or does not go away.
Before using [Product], tell your healthcare provider about all your medical conditions, including if you have kidney problems, a history of pancreatitis, or if you are pregnant, plan to become pregnant, or are breastfeeding.
Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements.
Indications[Product] is a prescription medicine that may help adults with [indication], along with diet and exercise. It is not known if [Product] is safe and effective for use in children.
Please see the Prescribing Information and the Medication Guide for [Product].
EfficacyBenefit claimIn clinical studies, adults taking [Product] reached their treatment goal more often than adults taking placebo, with a difference seen from week 12.*
Risk statement[Product] may cause serious side effects, including severe allergic reactions and low blood sugar when taken with certain other medicines. Do not use [Product] if you are allergic to any of its ingredients.
- isi.placement
- inline after hero
- gate.required
- false
- approval.code
- PP-XX-GB-0002
Market B · United Kingdom Home/[Label]/[Product]A once-weekly treatment designed around your routine*
[Product] is a prescription medicine for adults living with a long-term condition. One dose a week, taken at home. *See the risk statement and the Important Safety Information below.
Learn about savingsEfficacyBenefit claimIn clinical studies, adults taking [Product] reached their treatment goal more often than adults taking placebo, with a difference seen from week 12.*
Risk statement[Product] may cause serious side effects, including severe allergic reactions and low blood sugar when taken with certain other medicines. Do not use [Product] if you are allergic to any of its ingredients.
AboutHow [Product] worksOne dose, once a weekPatient guideA short explanation of the mechanism, written at a reading level patients can follow.
Updated 10/2026Learn moreTreatmentWhat to expectThe first twelve weeksPatient guideWhat the first weeks look like, including common side effects and when to call a doctor.
Updated 10/2026See the timelineSupportCost and supportSavings and coveragePatient guideEligible patients may pay less. Check coverage and find enrolment support.
Updated 10/2026Check eligibilityImportant Safety InformationWarnings[Product] may cause serious side effects, including severe allergic reactions. Stop using [Product] and get medical help right away if you have swelling of the face, lips, tongue or throat, trouble breathing or swallowing, or a severe rash.
Low blood sugar. Your risk may be higher if you use [Product] with medicines that can cause low blood sugar. Signs include dizziness, sweating, confusion, headache, blurred vision and a fast heartbeat.
Kidney problems. Diarrhea, nausea and vomiting may cause a loss of fluids, which may cause kidney problems. Drink fluids to help reduce your chance of dehydration.
Common side effects include nausea, diarrhea, decreased appetite, vomiting, constipation, indigestion and stomach pain. These are not all the possible side effects. Tell your healthcare provider about any side effect that bothers you or does not go away.
Before using [Product], tell your healthcare provider about all your medical conditions, including if you have kidney problems, a history of pancreatitis, or if you are pregnant, plan to become pregnant, or are breastfeeding.
Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements.
Indications[Product] is a prescription medicine that may help adults with [indication], along with diet and exercise. It is not known if [Product] is safe and effective for use in children.
Please see the Prescribing Information and the Medication Guide for [Product].
Safety summary with warningsWarnings · [Product] may cause serious side effects, including severe allergic reactions. Watch for possible symptoms, such as swelling of the face, lips or throat, trouble breathing, or a fast heartbeat. If you have any of these symptoms, tell your healthcare provider.
Do not use [Product] if you or any of your family have ever had [contraindication].
Indications[Product] is a prescription medicine that may help adults with:
• [Indication], or some adults with [indication] who also have [related condition].
- isi.placement
- drawer + inline
- gate.required
- true
- approval.code
- PP-XX-JP-0003
Market C · Japan · longer strings
Outcome
Product pages passing MLR across markets on one template. The library stood at 88 published components, 1,021 variants and 735 bound tokens in October 2026. This was agency work inside a big company. The systems thinking is what transfers.