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The portal’s outdated and complex design and lack of critical functionality limited its practical value to both Roche representatives and healthcare specialists.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.
- Idea Brainstorming & Prioritization Exercises. We engaged participants in prioritization activities, including an “Impact & Effort Matrix” and the “$100 Test” which identified high-impact features that users found most valuable. Notably, functionalities aimed at simplifying navigation, enhancing educational resources, and improving login processes were highlighted as critical for the redesign.
Data Synthesis and Strategic Artifact Creation
Our analysis phase involved synthesizing insights into actionable deliverables such as:
- Personas. We developed an HCP specialist persona that encapsulated key user needs, goals, and pain points. These personas provided a realistic depiction of the users’ daily digital interactions with Roche and the role the portal plays in their information access and patient support activities.
- CJM. We mapped out the current HCP workflow, identifying key moments in which the portal needed to support tasks such as product information retrieval and printed material management. Pain points included complex login processes, scattered information, and lack of easy navigation.
- Value Proposition Canvas. To ensure the redesign centered on user values, we created a Value Proposition Canvas. This tool mapped the spectrum of HCP expectations and aligned them with Roche’s offerings, emphasizing the need for an organized content structure and robust educational resources.
Prioritized Backlog and Redesign Roadmap
The final stage of our research phase involved consolidating all findings into a prioritized backlog and clear redesign roadmap. This backlog included:
- Enhanced content accessibility. Streamlined content architecture and improved search functions for easy retrieval of scientific data, product updates, and educational materials.
- Portal usability improvements. Redesigned login experience, simplified navigation, and an updated user interface for a more intuitive, accessible portal.
- Educational content expansion. Integration of supporting scientific materials, webinars, and training resources tailored to HCPs, including specialty areas like nursing.
HCP Portal Redesign
Following an in-depth audit and having a solid backlog and roadmap in our hands, we proceeded to HCP portal redesign. During the redesign our team did the following:
- created more modern and user-centric design,
- enhanced user navigation,
- optimized and expanded portal functionality,
- created new intuitive UX.
Additionally, we ensured that the redesigned portal met the highest standards for usability and accessibility by conducting multiple user testing sessions with healthcare professionals. These sessions allowed us to gather valuable feedback and refine the experience further.
We successfully designed a portal that fosters higher engagement and supports healthcare professionals in their daily work.
UI decisions that make sense
6 images
RESULTS
OUTCOME
The research and redesign we performed for the Roche Switzerland helped them to get a comprehensive strategy addressing the HCP portal’s pain points and revitalizing its role as a digital resource for healthcare professionals.
By focusing on usability improvements, streamlined information access, and tailored educational content, the redesigned HCP Portal:
- Enhanced user experience. The portal is now structured around the daily needs and workflows of HCPs, significantly improving ease of use and resource accessibility.
- Increased engagement. After addressing pain points and focusing on user-centered design, the redesigned portal has seen increased traffic and engagement from Roche representatives and HCPs alike.
- Boosted stakeholder satisfaction. The portal now meets the needs of internal and external stakeholders, aligning with Roche’s objectives to provide a valuable, accessible resource for healthcare professionals.
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