AMG MEDICAL / How to scale a multi-brand B2B eCommerce ⚕️ by Marion Morales

AMG MEDICAL / How to scale a multi-brand B2B eCommerce ⚕️

Marion Morales

Consultant

UX Designer

UI Designer

Adobe Photoshop

Figma

Shopify

INTRODUCTION

AMG Medical is a leader in the Canadian healthcare industry. For over 50 years, it has sold speciality products to healthcare professionals. However, without a proper marketing strategy, its website was outdated and failed to offer an adequate user experience that would encourage clients to shop online.

Their eCommerce was built with BigCommerce, but they were not tech-savvy enough to use the system properly. This prevented them from updating the product database and pricing, resulting in a bad checkout rate.

PROJECT SCOPE

The broad scope of the project started in Summer 2024 and is still ongoing. First, we had to decide on a new e-commerce platform that would be more versatile and easier to use. Shopify was selected for its numerous functionalities, stability, security, and user-friendly interface.

We then started conducting a UX audit of the existing website to rethink the user flow and improve the overall UI. The product pages were a critical pivotal point in the new strategy, as the client wanted a distinct design for their best sellers. We had to create two different templates (basic and complex products).

The UI design was to be modernized and had to comply with the latest accessibility requirements.

Landing page

Brand guidelines and part of the UI

Icon set

Navigation flow in the account pages

When the redesign was completed and launched at the end of 2024, we created a mail campaign to promote the new website to the existing client base and introduce its new features.

Part of the email campaign

METHODS

We agreed with the client to switch from BigCommerce to Shopify, which is more versatile, scalable, and easier to use.

The second phase involved conducting a UX audit to identify the existing website's pain points and areas for improvement and creating wireframes to scale the user flow.

The third phase was updating the brand identity for a fresher, more modern look and feel and the UI to comply with accessibility requirements.

The new website emphasises the products and offers an effortless shopping experience for B2B customers who need a performant and seamless user flow. The focus has been on functionality and accessibility above design flourish.