This project began as a pitch - which included initial market and competitive research to get an understanding of the glucose self-testing device marketplace.
Once VMLY&R was awarded the full project, we began with a comprehensive Discovery process - featuring a multi-day workshop to clarify requirements.
I led the User requirements portion of the workshop, which included presenting my evaluation of the original site, focused on heuristics, usability and site analytics. This workshop and subsequent feedback provided me with the information I needed to begin the information architecture restructuring.
Discovery made it clear that the project’s migration requirements ran ahead of the marketing team’s ability to relaunch the site. As a result, the original site was migrated to the new platform “as was.” In parallel, we initiated our full site redesign to meet the business needs - which were being driven by an evolving product line, new branding, plus aggressive conversion and App download goals.
The User Experience design effort:
Revised the site architecture to make desired user features easier to discover
Simplified the site functionality to bring in line with updated business and customer needs – including obtaining a voucher for a free meter and downloading the corresponding App to log glucose levels dynamically
Re-evaluated and updated content to improve SEO while maintaining existing site authority
Used mobile-first and Atomic Design to wireframe core set of site pages
Created a clickable inventory and prototype for review and collaboration
Followed Agile methodology to collaborate with Design and Development Teams to relaunch fully responsive website
As a result of our work, the site launched on schedule in October 2019. The client reported ”significant positive results” – conversion rates more than doubled (rising from 18% - 40%), and App installs driven by the site rose 400%.
