Redesigning the websites of a global consumer healthcare brand
Burak Dogramaci
Overview 🔎
A dental health product company addressing the hygiene needs of denture and removable dental appliance users wanted to update their website for always-on marketing goals across several global markets.
Their global creative marketing agency, FCB London, invited me and my team as UX experts to build understanding and align on common needs across different markets, envision the new website and design it ready for development.
Before the kickoff meeting, I carefully planned each interaction with their client and outlined the delivery process between us. Once we agreed on the steps internally, we started the website redesign process.
Deliverables 📦
User Audit and Analysis presentation
User Interviews
UX Strategy documentation
User journey Map
User Flows
Wireframes
High-fidelity Design files
Developer Handoff
Stakeholder presentations
Delivery timeline
Process 🛣
The three-phased delivery process began with stakeholder interviews across all markets within our scope and conducting a UX audit to identify usability issues with the current website.
By sharing quotes from these interviews and highlighting usability problems, I facilitated conversations around metrics and goals for the future website. This led to a strategic alignment on what needed to be delivered for the new website version.
Navigating project challenges 🗣️
After agreeing on what to build and what needed to be changed based on our UX audit, I started planning how the new website should look. We moved cautiously with confirmation from a wide stakeholder network spanning multiple countries and various roles, from the head of digital compliance to the head of design. During phase 2, we created user flows, wireframes, and user journey maps to align on the project scope.
UX Documentation for internal stakeholders
During this time, decision-making and data validation became prominent as client-side team members returned from parental leave, and project stakeholders changed. To communicate our approach and demonstrate the depth of insights and strategic decision-making to future stakeholders, I prepared comprehensive documentation. This documentation detailed data sources, user journeys, and how the new website would support the marketing and audience goals of multiple markets. With this documentation delivered, we received the final sign-off to move to phase 3: Preparing the design for development.
Wireframing and design deliverables 🖥️
To comply with the digital build processes and the global parent company Haleon’s development guidelines, we adapted a design system to match the new website design direction and produced high-fidelity wireframes and design tokens for the developers. To socialise the design direction, we also created design presentations for local and global marketing stakeholders.
Sitemap for defining content structure
Lo-fi Wireframes for aligning on vision for future website
Bringing brand and design elements together
Wireframes for important sections and pages across the website
Responsive mobile pages
From Mike Jenkins, Director of growth and innovation @FCB London
They made sure we were always in the loop and understood exactly where things stood. We never had to chase them for updates, and this level of transparency made the whole process smoother and less stressful. Their commitment to understanding the client's needs was impressive too. They didn't just stick to a one-size-fits-all approach; they took the time to delve into our specific requirements and preferences, and tailored their strategies accordingly.
Read full review here: Clutch Review
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Posted Jun 2, 2024
Redesigned a healthcare website from discovery to development, managing stakeholders, securing market buy-in, and improving user engagement via helpful content.
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