DIGITAL STRATEGY | NAVIGATIONAL FLOW |
VISUAL IDENTITY
Ellex Medical .
DELIVERABLE
User Research . Prototyping . UI Design . Responsive Website
Objective
What was required .
Ellex Medical is a global producer of ophthalmic laser and ultrasound machines. The challenge here was to improve the digital architecture and usability of the company's website in order to increase traffic. A strong digital strategy was also required that would align with the company's proposed CRM and ERP systems.
From this
Old website
To this
Revised website
From this
Old website
To this
Revised website
Research
UX Challenges & Solutions .
User flow and content strategy were the main areas of focus in building a more efficient information architecture for the website. A card sorting exercise was performed on the existing website to categorize and organize the layout for a navigation flow. Secondly, the content was summarized for effective message delivery. The goal was to give the website a new and modern visual design identity.
Design
Website Tour .
Research
Facing UX Challenges .
The next step was to devise a digital strategy plan for the company. Ellex had a long chain of communications within its departments and global offices and between their potential and existing customers. However, a smooth channel of communication was greatly needed. With a mutual agreement between the company's departments, a plan to define a digital strategy was put forward with the aim that it would ensure a smooth flow of information within the company and with its customers.
Design
Information Architecture .
01.
Work in process
02.
Final version
Methodology
How was it done .
A considerable amount of time and energy were dedicated in collecting insights, understanding the company's core values and principles and researching the pain points of the digital experience.
INTERVIEWS
Competitive Analysis
USABILITY TESTING
Google Data analysis
Personas
Product demo
INTERVIEWS
Usability testing
Personas
Competitive Analysis
Google Data analysis