Smart medical devices B2C
Discover ways to enable yourself to live a more fulfilling life. Keep a healthier heart and respiratory system using health lifestyle devices.
Team.
Lead Product designer (me), Strategist, Product owner, Project manager, Business analyst, Architect, Tech Lead, Lead UX, UX researcher, UX/UI designers, Content manager, Content creators & Copywriter.
My role in this project.
What did I do?
Leading design sprints, co-lead workshops, stakeholder management, UX research (preparatory), creating wireframes, establishing a design direction (principles and design system), creating high fidelity prototypes and lead the design team (briefings, reviews and alignment with the development team).
The project started with six weeks of extensive strategy work.
15 workshops.
Research with real customers.
Definition of 4 customer journeys.
UX/UI prototypes.
Complete system architecture.
The goal was to become the leading direct seller of healthcare devices.
Insights from this phase
Gathering insights
Desk research.
In this phase, we conducted thorough preliminary research. This involved delving into the industry landscape, understanding the organizational context, evaluating market competitors, and analyzing similar products, services, or experiences.
Desk research.
Heuristic approach: Applying established guidelines to quickly evaluate the user interface for its usability and overall user experience.
All the insights provided from the client are structured in this canvas. This document helps me having the most critical information in one page.
For e-commerce projects Baymard is usually my to-go place for research.
Creating personas, customer profiles and mapping journeys.
We created different customer journeys based on quantitative insights and qualitative interviews.
Opportunity mapping from co-creating workshops.
Our key strategic pillars.
True expert premium support.
Help the customers in every step of the journey and suggest the perfect product that matches their individual needs.
Capture and convert.
Target the right audiences and implement services and persuasion techniques to get customers to buy.
Guidance for a healthy life.
Build a lasting relationship with consumers by normalising our healthcare products, offering education and inspirational lifestyle content.
UX/UI design gets started!
First prototype ready for UX Lab!
+ Quality perception: Customers noticed the quality of products.
+ Brand experience: Customers found the brand trustworthy and their advice was interpreted as “expert level”.
- Entry points: Users weren’t directly looking for a solution but to identify if they had a health problem.
- Content: Facts and figures weren’t interesting. Users preferred solution driven content.
Validating design decisions
Usability testing
During the user testing session, the test was administered by a facilitator. Participants were instructed to complete practical tasks using our mobile prototype. The team and stakeholders observed the proceedings remotely through Zoom.
Perception test with UsabilityHub.
Used to measure aesthetic appeal.
+ Brand experience: Customers found the brand trustworthy and their advice was interpreted as “expert level”.
- Brand needs to be shown as less distant and more empathic.
Source: UsabilityHub
With all that, I started designing in a scrum team.
Our guiding design principles:
Healthy, positive, lively, personal and empowering.
Design language.
Clean interface (look) with lively (feel) design elements to communicate clearly and with a human/friendly touch.
Technological with a lifestyle and humanistic perspective (empathy).
Design language.
Color.
Exploration of the brand colors to evaluate its rol in the interface design.
Monochromatic lively colour schemes to structure the way colour is used in the interface.
Derived from a single base hue and extended using its shades, tones and tints.
Design language.
Type.
Brand font: Proxima nova
Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance.
Design language.
Simple and hands-on UI.
Clean layout and lively design elements to communicate clearly and with a friendly touch.
Design language.
Illustrated UI for themes and how-to-use.
Easy to relate metaphors. The style is full of life, uncomplicated, active and outgoing.
Design language.
Capturing the brand mood with curated photography.
The hero is the customer placed in a recognisable context that relates to a situation (moment in life), relationship (interaction with others) or emotion (feelings).
