HCP Portal Redesign for Roche Switzerland
We cooperated with Roche Switzerland to perform an in-depth UX research and strategic redesign of their multifunctional portal for healthcare professionals. The goal of the redesign was to improve digital collaboration and engagement between Roche and healthcare professionals.
TEAM
4 Members
STARTED IN
2020
FINISHED IN
4 months
Country
Switzerland
Industry
HealthTech
OVERVIEW
About
the business
Roche Switzerland is one of the world’s largest biotech companies with more than 100K employees worldwide. They also are leading providers of in-vitro diagnostics and creators of innovative healthtech solutions.
Roche came to us with the request to revamp their HCP portal, a digital resource center for medical professionals to access:
- comprehensive product information,
- scientific materials,
- educational resources.
Their HCP portal was a feature-rich solution appreciated by many healthcare providers. However, with time the portal’s usability had declined, leading to low engagement from its intended users.
The portal’s outdated and complex design and lack of critical functionality limited its practical value to both Roche representatives and healthcare specialists. As a result, Roche observed missed opportunities for impactful collaboration and support.
They wanted to perform a meaningful redesign of the HCP portal to make it more modern, user-centric and engaging. And that’s exactly what we helped them to perform.
OVERVIEW
Project tasks and challenges
When we started working on HCP portal redesign for Roche, we set several major goals:
- Perform deep research to identify reasons for low engagement and decreased portal use and suggest a redesign strategy helping to elevate user experience, increase traffic, and improve portal functionality for HCPs.
- Complete user-centered redesign. Develop a portal tailored to the daily needs of healthcare professionals, facilitating access to vital information on Roche products and providing structured support materials.

- Boost portal engagement. Conduct in-depth research to understand low traffic and engagement, establishing a data-driven approach to drive sustained user interest.

- Enable Seamless Collaboration. Optimize the portal to strengthen the connection between Roche representatives and HCPs, fostering a responsive and collaborative digital environment.

We started our work with the in-depth research and discovered several challenges and issues present in the HCP of Roche:
- User engagement issues - limited utility for Roche representatives and medical specialists hindered daily portal usage.
- Outdated functionalities - the platform's structure and functionality were no longer aligned with user needs, resulting in low adoption rates.

- Complex content navigation - healthcare specialists found it challenging to navigate the portal, which impacted the perceived value of available resources.

With all these challenges in mind, we proceeded to select the right redesign strategy and create a project roadmap that will help us to perform a successful HCP makeover.
OVERVIEW
Project team
3
months for
audit & redesign
4
people in the team:
PM, BA, 2 UI/UX Designers
PROJECT JOURNEY
Redesign strategy
User-Centric Information Architecture
We developed an intuitive content structure tailored to the needs of HCPs, enabling easier navigation and access to essential resources.
Enhanced User Interface
Design
Our designers created a streamlined, modern UI concept that caters to HCP workflows, with a focus on usability and quick access to critical information.
Functional Improvements
Based on user feedback, prioritized features like scientific materials integration, an improved ordering process for printed materials, and expanded educational resources.
Value Proposition for HCPs
The redesign strategy included a value proposition for HCPs, emphasizing product knowledge, educational materials, and streamlined access to relevant scientific information.
PROJECT JOURNEY
Project Roadmap
Preparatory phase
We gathered all initial data, set research objectives, and planned stakeholder engagements.
Interviewing Phase
Stakeholder and user interviews helped us to gather insights into daily routines, pain points, and user expectations.
Analysis Phase
We synthesized interview data into personas, CJMs, and a value proposition canvas to guide redesign efforts.
Workshop
All stakeholders were engaged in brainstorming sessions and refining ideas into prioritized design solutions.
Wrap-Up
We compiled a detailed redesign roadmap, including prioritized features and a UI concept for key portal pages.
PROJECT JOURNEY
Solution approach
In-Depth Stakeholder and User Research
We started our work on the portal with an in-depth research that included two key steps:
- Step 1: Stakeholder interviews. We interviewed ~15 diverse stakeholders, including roles such as doctors, nurses, product managers, medical science partners, and Roche representatives. This variety of perspectives enabled us to construct a detailed view of the portal’s current challenges and the expectations from various professional angles.
- Step 2: Target Audience Interviews. We initiated real-time discussions with HCPs to gather insights about their daily workflows, current portal use cases, and unmet needs. These conversations uncovered the importance of specific functionalities, such as easier access to product updates, printable materials, and a more intuitive portal layout.
Online Workshop for Collaborative Insights Gathering
To align stakeholders on potential solutions, we organized a comprehensive two-day online workshop during the lockdown period.
We were able to unite 30 participants from across the Roche ecosystem. This interactive session focused on design thinking exercises and user mapping techniques to brainstorm practical and user-focused solutions.
Here is what we performed and achieved:
- Power/Interest Mapping. We conducted a stakeholder mapping exercise to identify key influencers and interests, ensuring all critical perspectives—internal Roche teams, HCPs, patients, and pharmacists—were represented in the redesign priorities.