Refurbishing a Medical Device Marketplace: One Reseller's Online Ecommerce Revamp
Soma Tech Medical Device Ecommerce Website Redesign & Development
Overview
Soma Tech is a medical equipment reseller with both new and refurbished medical devices available for healthcare providers to browse on an ecommerce-like website. They boast an extensive inventory of products from top manufacturers so their customers can easily discover the perfect medical devices for their healthcare facility.
While Soma Tech's previous website was functional, its lack of brand personality and plain design made for a user experience that felt more like a whisper than a shout in the crowded medical device landscape.
Discovery
Soma Tech’s website was showing signs of age, with an underwhelming brand image and a lack of visual harmony leading to an under-impresive and disjointed user experience.
To understand the extent of these issues, we jumped into a series of discovery activities. Working closely with stakeholders, we conducted a competitive audit, taking a deep look at similar websites to understand the good and the bad within their industry. Simultaneously, we scrutinized Soma Tech’s own website and brand identity to illuminate areas ripe for improvement.
before
UX Strategy
These discovery efforts provided a solid foundation for our UX strategy.
We started with a user journey mapping exercise to understand a visitor’s interactions and pain points and to help us identify key touchpoints where improvements could be made. Next, we thoughtfully planned the website hierarchy, laying out an intuitive navigation that would provide a natural flow between pages. Lastly, we developed a cohesive website brand guide to amp up the visual appeal, increase consistency, and align digital elements on the ecommerce website with Soma Tech’s brand identity.
Build
With a solid framework that prioritized usability and brand cohesion, we jumped into the design phase.
Drawing inspiration from within the healthcare industry, we utilized a color palette that exuded professionalism and trustworthiness, enhancing the site’s visual appeal. Our imagery selection centered on authentic depictions of people in healthcare settings, steering clear of overly generic stock photos. We strategically utilized “white space” to enhance readability and emphasize call to actions for the next steps they wanted visitors to take.
On the development front, we integrated Soma Tech’s ecommerce-like functionality into WooCommerce, providing a user-friendly platform for customers to browse and request a quote for the high-quality medical equipment with ease. To cater to a wider audience, we developed the site to be bilingual so visitors could easily access content in their preferred language.
We programmed everything to be responsive across all devices, leading to a smooth website experience. Additionally, we implemented SEO-friendly programming to optimize the site’s visibility through search engines, helping Soma Tech reach its target audience effectively.
Test & Launch
Before launching Soma Tech’s redesigned website, we meticulously tested it across various browsers and devices to ensure a smooth experience for all visitors.
From desktops to phones (and everything in between), our team thoroughly checked each element’s functionality and responsiveness. Once everything was verified and ready, and with great excitement, we proudly launched Soma Tech’s redesigned website.
Closing Thoughts
Soma Tech’s fresh new medical device ecommerce website offers a delightful experience for visitors with its updated design and enhanced usability. We’re confident this revamped site will make it easier than ever for healthcare professionals to explore and discover the high-quality medical equipment they’re looking for.
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