SCOPE OF WORK
UI/UX DESIGN
Biomed Global
Biomed Global is a biomedical company that provides top quality medical products and solutions. They believe in the power of bringing together people and medical innovations to shape the future of the healthcare industry and improve the quality of life.
The brief was to re-design the Biomed Global’s website experience to provide reliable and up-to-date information, clarity on web navigation, and overall establishment of the brand as the gold standard in the industry and as a channel partner in the South East Asia.
The Challenge
Existing website’s Information Architecture (IA) is messy, making the whole user experience confusing, complicated, and overall makes the brand appear unreliable. Additionally, users need a way to enquire on product offerings across different categories easily and effectively, but was unable to do so with existing features.
The Solution
To transform Biomed Global’s website experience by reorganising its IA and establishing a clear website navigation, so that users will be able to find relevant information more easily and accurately. Additionally, to design site functions and features that caters to the specific needs of each user group to ensure essential needs are met.
Research & User Testing
In order to improve the website UI/UX for the targeted users, we did both qualitative and quantitative research to better understand the user needs and pain points.
This will help reveal valuable information that eventually led us to make the recommendations and improvements during the design process.
*Only 1 of 4 personas are shown here
Ramganesh Singh
55 year-old | Clinician | Singapore
Dr. Ram is a general practitioner of a private clinic in Singapore. He has 15 years of experience in the field, treating medical conditions and refering patients to hospitals and other medical services when needs arise.
Goal:
To continuously grow his knowledge and improve his skills as a medical doctor.
Frustration:
Patients who modify treatment according to their own logic and then complaining that his treatment did not help.
User Testing — Key Findings
#1
Some user groups wants to send specific product enquiry across different categories but finds it a hassle to have to navigate away from the product page to the contact page in order to do so.
Recommendation:
To include a ‘Add to Enquiry Basket’ for every single product that would be linked to a Contact Form such that users can easily add products into a single enquiry form without the hassle of switching between product and contact page.
#2
Some user groups are unable to determine if Biomed Global is the right partner to work with as there are no relevant information on its achievements and existing partners.
Recommendation:
To include data and awards on the website that reveals Biomed Global’s impact and achievements, as well as design a ‘Partners’ page that showcases current brands that the company is working with.
#3
Some user groups are unable to find important information such as product technical sheets and brochures for specific products.
Recommendation:
To make product technical sheets and brochures available for viewing and/or downloads via light box feature on every single product detail page, as well as design a ‘Product Manual’ page that allow for users to look for these documents directly without going through the product page.
Organising the Information Architecture
After gaining clarity on user needs and identifying the pain points, we proceeded to re-organising IA of the website. A well thought-out IA focuses on organising, structuring, and labelling content in an effective and sustainable way; this ensures that the new website will help users find information and complete their respective tasks more easily. A site map is then created after conducting a card sorting session with the users.
The Outcome
Values that helped and improved the user experience:
Clarity
Clearly defined website IA help users find information and products where they would expect them, making the whole user experience clear and easy.
Trust
Showcasing awards and data of Biomed Global’s achievements help users establish the brand as credible, giving users a peace-of-mind when deciding to engage the brand.
Transparency
Allowing users to download specification sheets and/or product brochures (where applicable) help users to know more clearly what the product does, allowing them to make an informed decision.
Design — Key Elements
‘Add to Enquiry Basket’ Button
To allow certain user groups to easily send in product enquiries across different categories, an ‘Add to Enquiry Basket’ button is introduced for every product. This CTA is prominent in the product listing page and every individual detail pages, allowing for a swift and easy action on the users’ part without having to constantly navigate between the product pages and the contact page, the traditional way.
Data to Establish Credibility
In order to better gain credibility and trust in the eyes of its target users, data and statistics are thoughtfully included onto the Home page to showcase Biomed Global’s impact. Through these numbers, users will hopefully get a better sense of the brand’s outreach and set itself up as the gold standard in the biomedical industry.
Free Access to Product Spec Sheets/Brochures
As certain user groups are medical practitioners looking for products and equipment, we realised that technical information were sorely missing from its previous website. Hence, product specification sheets and/or brochures are designed to be readily available for each product without the need for users to request for it through any additional steps. This makes access to information easy and without fuss, allowing for higher conversion rate of purchase.
