UNIFYING A GLOBAL BRAND

End client: Roche & Accu Chek | Consultancy: Rehab | Role: Senior UX Designer

Summary

As Senior UX Designer, I played a key role in revitalizing Roche Diabetes' global brand for the digital age. The challenge was to unify three disparate brands (Roche / Roche Diabetes / Accu-Chek) under a single, cohesive online experience that catered to diverse customer segments (HCP/Patient). Through stakeholder interviews and user testing, I ensured that the redesigned web infrastructure prioritized user needs and delivered a seamless and engaging experience.

This resulted in a unified global web presence that strengthened brand cohesion, improved the customer journey, and enhanced Roche Diabetes' market presence. The project also led to increased operational efficiencies on a global scale.

Process & Results

  • Discovery and brand immersion: Worked closely with key Roche stakeholders throughout Kick-off and discovery workshops. This discovery also included a thorough design audit for all existing digital presence of Roche, Roche Diabetes and Accu-Chek brand

Kick off canvas

  • Information architecture: Developed clear and intuitive information architecture sitemaps for the unified portal approach, ensuring easy navigation and access to relevant content for both Roche Diabetes and Accu-Chek brands.

  • Product testing: Developed Figma prototypes after defining the most important task flows that needed user validation. These were then handed over to Roche employees alongside a discussion guide specifically designed around the test material.

  • Systemic design: Formed a UX library of components, detailing detailed usage specification for web and mobile viewports.

  • Content strategy: Worked with content strategists to develop clear, concise, and informative content that addressed the needs of both healthcare professionals and patients.

  • Improved brand perception: Contributed to a unified and strengthened brand image for Roche Diabetes, enhancing its market presence and customer perception.

  • Enhanced user experience: Delivered a seamless and engaging online experience that improved customer satisfaction and facilitated a smoother customer journey.

  • Increased operational efficiency: Created a unified web infrastructure that streamlined global operations and improved efficiency for Roche Diabetes.