Healthcare eCommerce Platform
D2C Healthcare eCommerce UX/UI Design




Overview As part of a team, I was tasked with the refresh of a leading sleep healthcare brand’s eCommerce experience.The Objectives Create a frictionless buying experience 
Incorporate fresh branding across the site
Simplify the experience once users had purchased products


Research and Discovery Areas As part of discovery we took an audit of the current site, held discussions with relevant stakeholders and compared the site against various industry competitors. Some key areas we needed to tackle were:

  • Product finding experience. Users have a wide level of understanding these products so we needed to make finding the correct item as easy as possible through guided purchases.
  • Navigation. Users are presented with too many choices straight away causing analysis paralysis. We needed to streamline the browsing experience
  • Account. Some features within the account were hard to use ending with unhappy users and a higher amount of customer service interaction.

Ideation One of the most important things to come out of our research was the need to make finding the right products as easy as possible for the user. To help us keep this in mind and gear designs towards this goal, I created user journeys and quiz flows. Comparing these user journeys with current pain points on the site showed us what could be improved and how we could use product quizzes to guide users through the product collection without overwhelming them.




Wireframing To address the issue of product discovery, we implemented a robust system of product quizzes based on the user’s familiarity with the product. This not only built in user trust with the company as an expert through product recommendations, but also removed confusion for first-time customers. This treatment was adopted across the site reducing the risk of customers becoming overwhelmed.


Creating the Final Designs

HomepageWhen designing the homepage we wanted to create a calm experience and minimise the amount of jargon within the page so we designed the home with a spacious and airy feel,aiming to remove the inherent coldness that comes with medical products. We also implemented a variety of product entry points to showcase the wide catalog on offer. 

As a company offering medical products, they wanted to appear friendly whilst still experts on the subject of sleep. To achieve this aim we implemented both the quizzes as well as a blog and large support modules aiming to connect with the user.

PDPWe wanted users to feel like the items they were buying were not boring medical equipment but premium devices in a bid to make the purchase experience more exciting. To do this on select items more image and feature rich pages are used. These help cultivate a purchasing experience with the brand which we have carried through to the rest of the site. 

Both the ‘Showcase’ and standard product pages present important information clearly while keeping pages clean and easy to navigate which is helpful when users are making more complex bundle purchases.

Summary Overall the updated site has thoroughly used UX & UI best practices to create a more engaging purchasing experience for users whilst better positioning the company as an expert and leader in their industry. 

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