Optimising the HCP portal registration process to improve access to valuable content

Astellas had recently launched a new HCP portal, AstellasPro, offering personalised access to valuable content. They wanted to understand how HCPs experienced the registration process, to maximise the number of users able to successfully complete this key journey and access the content available beyond it.

They asked us to review the registration experience through research with HCPs in key markets, identifying where the process could be optimised. By simplifying validation and reducing unnecessary steps, the experience could become more efficient and reduce the risk of drop-off.

Following an internal kick-off and stakeholder input, we conducted interviews and usability testing with practising HCPs across five key markets. Observing the journey first-hand allowed us to identify high-impact opportunities and gain deeper insight into HCP needs, behaviours, and pain points.

The research informed a focused design phase with clear priorities and actions. Insights gathered across markets will also shape future portal iterations, supporting evidence-based decision-making and alignment across product teams.

The registration process is a crucial aspect of the user journey. As the first interaction with the digital product, it offers a chance to make a positive impression with an intuitive, simple and smooth process. Getting it right reassures users the portal itself will offer the same high standard of user experience.

Working with Astellas, we set out to optimise the registration process for their HCPs, ultimately enabling more people to successfully sign up to the portal and access valuable content and features without needing to request support.

After an internal kick-off phase involving stakeholder input, knowledge building, and understanding of the client’s wider context, we created a customised plan for the user research process.

We designed a whitelabelled (non-branded) prototype that took users through the registration process as if they were signing up to the portal for the first time — meaning there would be no bias from users in terms of previous conceptions of the client brand, and simplifying the regulatory sign-off process.

We recruited HCP participants from across 4 key markets, then conducted usability testing and interview sessions to gain in-depth insight about how easily they could navigate the process, identifying pain points and opportunities along the way. The prototype process allowed us to replicate in detail the steps HCPs would take in — from receiving the initial invite email, to gaining access to the portal content after successfully registration. 
 

When designing digital products for international audiences, it’s important to recognise regional nuances and preferences.

If you have an international customer base, a one-size fits all approach isn’t appropriate — it’s crucial to seek feedback from all of them, or from a representative sample based on common market characteristics. There will be common views, but also distinct differences between the markets based on local legislation and user preferences.

In Germany, for example, there is already a very dominant tool for HCP registration that can be used to seamlessly verify their professional status and sign in to websites that implement this. 
 

Our research helped identify a simplified user journey for HCPs registering on the portal, and provided valuable feedback on the performance of their current registration journey.

Conducting this research has allowed us to move forward into an evidence-based design phase with clear priorities and actions. The insights we’ve gained into the preferences of the HCPs across key markets will also be used to inform future iterations, including thoughts on the overall value of the portal and how it could best serve HCPs.

Obtaining first-hand research at an early stage helped validate the problem area and achieve buy-in from internal stakeholders around the subsequent design and development phases.