Optimizing biotech product purchasing experience

Problem statement

The company faced challenges with its outdated product purchasing process, which required customers to manually contact representatives via email or phone listed in their website. This inefficient system led to low conversion rate and high bounce rate on their website, hindering the company's ability to efficiently reach potential customers.

Key pain points

In the first few weeks, I met regularly with the marketing team to discuss the website redesign project. We identified key pain points of the existing website, including problems with the user experience, as highlighted by customer feedback, team analysis, and my own observations.

Key pain points of the existing website:

• Complicated product ordering experience due to the absence of product inquiry feature on the product page
• Disorganized and overwhelming content on the landing page slowed down the page load time
• The overall website design was outdated and inconsistent with the company's brand identity

Defining goals

We also defined project goals based on previously identified key pain points and competitive analysis.

Design opportunity

From the research, data collected, and goals carried out, we identified opportunities in our design using the HMW framework:

How Might We

• Make product discovery easier and more intuitive?
• Provide a seamless product inquiry experience?
• Optimize the landing page for faster loading times?
• Create a more on-brand and visually appealing landing page?

Design ideation

The company offered dozens of antibody products, each with essential information for customers. Given the sheer volume of information, I explored various layout options to organize and display it effectively.

Product page redesign

To enhance the user experience, we implemented product inquiry and filter selection features on the redesigned product page. The product inquiry feature allows customers to easily inquire about specific products directly from the page, while the filter selection feature enables them to choose the desired format or volume. To improve readability, we organized the information into clear sections separated by subtle divider lines.

Landing page redesign

We streamlined the landing page by focusing on the three core offerings: molecular pathology, molecular diagnostics, and genetic tests. This simplified design aims to drive sales and improve user experience. To maintain visual consistency with the rest of the website, we employed a subtle grey and white color scheme, reflecting the clean and professional aesthetic often associated with the healthcare industry.

Impact

• +1.2% in average conversion rate from 0.3% to 1.5% in the first 3 months after the redesign
• -20% in average bounce rate from 78% to 58% in the first 3 months after the redesign

Learning

• Working on a diverse range of projects in marketing, UI/UX design, and web development has helped me develop a well-rounded T-shaped skillset, a valuable asset early in my design career.
• Due to limited infrastructure and resources, the product purchasing process currently relies on inquiries. To mitigate this limitation, we established a dedicated customer service team to provide round-the-clock support.