chronic disease

Favored by

various factors

Red patches and scales due to overproduction of skin cells


Psoriasis is an autoimmune chronic disease provoking inflammation and an overproduction of skin, unleashed by many factors, ranging from genetic to daily habits. It's classifiable as plaque, guttate, inverse, pustular, and erythrodermic. In some cases, it can also cause joints damage, which is called psoriatic arthritis.

The comorbidity and chronicity characterizing this condition represent a constant discomfort for its bearers, hindering their wellness. Even if it is a non contagious disease, psoriatic patients often suffer from the stigmatization of the disease.



Psoriasis is few acknowledged, even from those who suffer from it, due to its sporadic diffusion, involving between 2 and 4% of the world population, with 3 million patients in Europe. Only 20% of this part of the population has mild to severe psoriasis. Since 2014, it is recognized as a chronic, painful, unsightly, disabling and incurable non-communicable disease by WHO.

This disease needs a specific treatment for each specific phase of its evolution, requiring a periodic consultation with a specialist, often too rarefied and short to provide a satisfying picture of the whole situation.




UCB is a pharmaceutical company offering a specific treatments from mild to severe psoriatic patients. This type of treatment, called biotherapy, has to be taken by patient throughout their lives since the disease cannot be cured.


Because it is a disease that impacts on patients' daily lives, UCB gave us the challenge to work on How to improve the patients' journey so they feel more supported. This solution would extend UCB service offers displayed through their patient-centered entity, UCBCares®.



15 Minutes*

Average duration for a medical consultation 


*in France and Italy, where we led our

ethnographic research

Our ethnographic research in contact with patients and healthcare professionals led us to focus on a key step of the patient's journey : the medical consultation.

On the patient side, most of them have a medical nomadism, going from one physician to another in search of the perfect solution and support. This can lead to a loss of hope, accentued by the hardship of having to tell its story anew. Even when finding the right physician, some patients might have difficulties to adress all desired topics during the consultation.

On the other side, healthcare professionals face issues to get all the information they need to offer the best care solutions to their patient, especially regarding comorbidities that can be difficult to identify. This problem is intensify by the lack of time during the consultation, which remains the main problem. 

Our goal through this project was to find a way to reunite the needs of both actors in order to improve exchange between patients and physicians and optimize the medical appointment.