Reyataz (atazanavir) is an antiretroviral medication manufactured by Bristol-Myers Squibb (BMS), used in combination therapy for the treatment of HIV/AIDS. The project was a consulting engagement for LBi, a New York-based digital agency holding the BMS account, focused on creating a mobile version of the existing Reyataz pharmaceutical website.
Mobile-specific pharmaceutical sites were a relevant project type during the period when smartphone browsing had grown substantially but before responsive design had become the default approach for most projects. Building a dedicated mobile site involved creating a distinct front-end experience optimized for the constraints of mobile browsers — smaller screens, touch interaction, and variable network speeds.
The front end was built using HTML, CSS, and jQuery Mobile, the latter being a touch-optimized JavaScript framework designed for building mobile web interfaces. jQuery Mobile provided the component library for touch-friendly UI elements — buttons, form inputs, navigational structures, and page transitions — appropriate for a pharmaceutical information site on a phone-sized screen. Standard jQuery was also used for additional interactive functionality beyond what jQuery Mobile provided out of the box.
The completed front-end code was delivered to BMS for integration into their ASP.Net back-end infrastructure. LBi's internal team and BMS handled the server-side platform, design direction, and overall project management, with the consulting scope focused specifically on the mobile front-end implementation. This delivery-and-handoff model required producing clean, well-structured front-end code to the specifications needed for integration into the BMS technical environment.
