01 - The Brief
One portal, one UX strategy -
two worlds of value.
Ginweb.pl has been operating since 2008 as a Bayer portal connecting women with gynaecologists in their area. Over the years it built a solid database of doctors and real brand value - but the platform itself was falling behind. The business goal was clear: restore ginweb.pl as a valuable medium for building relationships with doctors, while genuinely helping women access healthcare.
B2B - HCP Relationship
A doctor in the portal is a doctor open to the brand. Ginweb.pl becomes a touchpoint for field force, a source of HCP leads, and a natural gateway to conversations about the Bayer Women's Health product portfolio with KAM/KAS.
B2C - Women's Health
A woman arrives with one need: find a gynaecologist nearby, fast, without friction. A brand that delivers this becomes a partner in her health - not a catalogue of services.
02 - The Outcome
Numbers that speak
for the project.
20k+
visits per year
Google Analytics, 2024
8 min
average time on site
Google Analytics, 2024
8 minutes average time on site in a healthcare service is well above industry norms. Users were not just searching for a gynaecologist - they were exploring content, building trust through doctor profiles, and returning. The portal stopped being an outdated catalogue and became an actively used tool.
Detailed analytics covered by NDA. Available on request.
03 - How It Was Done
Research first.
Design second.
Every decision was grounded in a specific finding. Here's the process that led there.
Before designing anything, I needed to understand how women actually use the service - and where that journey breaks down. Each interview was structured around a real scenario: a woman searching for a gynaecologist - what she does, where she gets lost, when she gives up.
In parallel, I carried out a step-by-step user flow analysis from entry to contact. Results were compiled into a report that became the foundation for design workshops with Bayer stakeholders.
01
Two doctor search engines
Location-based (GPS + postcode, Google Maps) and classic text search. Two behaviour styles, one entry point - fewer drop-offs at the start of the journey.
02
Filtering by doctor's offer
Service tags: contraception, pregnancy care, ultrasound, menopause treatment, cytology. Women match results to their specific health need. For Bayer - real-time segmentation data on women's healthcare needs across the entire portal.
03
New doctor profile - a trust point
Redesigned HCP profile: key information, full scope of offer, clear contact path and online appointment booking.
04
Reviews - pharma-compliant solution
Bayer cannot be legally responsible for user comments - a hard compliance requirement. Solution: doctors add a link to their znanylekarz.pl profile. Reviews stay on a trusted external platform, outside Bayer's legal ecosystem. One UX decision, three constraints solved simultaneously.
05
Visual redesign and UI refresh
New colour palette, typography, UI components - consistent with Bayer Women's Health identity. Mobile-first from the ground up, not retrofitted.
04 - Same Process. Your Brand.
Same process.
Your brand.
Pharma digital products live at the intersection of user need, brand goal, and compliance. I've navigated all three - at once, on a live project. Here's what that means for yours.
01
I understand pharma and compliance.
I've worked within medical approval processes. I know "no drug information" doesn't mean "no risk" - and I design accordingly.
02
I connect UX to brand and portfolio goals.
Every decision on Ginweb.pl had a business rationale: HCP leads, brand touchpoints, segmentation data. UX as a business tool - not a layer of polish.
03
I can take you from brief to launch.
Research, stakeholder workshops, prototyping, medical sign-off, dev handoff. I've run the full process - and I know where the real decisions happen.
If you're building or rebuilding a digital product that needs to work for both the brand and the end user - let's talk.
Get in touch