Roles I played:
Design, Project Management
Jewell Nursing Solutions
Healthcare Education and E-commerce: How Strategic Design Simplified Bedsore Prevention
Executive Summary
Jewell Nursing Solutions is a CA-based healthcare firm that offers products & resources to help patients & caregivers treat and prevent bedsores for bedbound patients. Their website was chocked full of information and not a lot of discernible hierarchy. On top of this they had no existing design system and desired a brand strategy in alignment with their goal to make products just one part of their broader mission. This was one of my earliest end-to-end projects at Redline Minds and delivered:
- a reimagined brand design system with sub-brand visual stylescape for products
- a streamlined website user experience that married ecommerce optimization with streamlined information architecture
Timeframe:
2021 – 2022
Business Model:
B2B, B2C Healthcare
User:
End Customer (DTC) , Healthcare Administrator (B2B)
Project Overview & My Approach
E-commerce UX Design & Development
Three Users & Their Painpoints
A complex component of the challenge here was juggling a myriad of user needs from three different stakeholders:
Product End User or Caregiver
User Goals:
To relieve the pain of bedsores, to understand how to limit pain in end-of-life care or extended recovery
Pain Points:
Navigation feels overly complicated, don’t understand product and it’s key benefits compared to a more popular solution
Healthcare Administrators (Hospitals, Nursing Facilities, etc.)
User Goals:
To better serve bedbound patients
Pain Points:
Site and brand don’t resemble that of a reputable solution, not immediately clear how to inquire about ordering for healthcare facilities
Business Goals
The internal stakeholders at Jewell Nursing were passionate and committed to the mission. To achieve their goals they needed:
A cohesive brand style and design system
UX that reflected their authority
Streamlined information architecture
Research Methods
Quantitative
Platform Analytics & 3rd Party Site Analytics
Qualitative/Attitudinal
Stakeholder Interviews, Heatmapping, Session Replays
Solutions
1.
Design system, created through stakeholder research, guides branding and website development.
2.
High bounce rates remedied through visual content and interactive imagery.
1. House of Brands Design System
We began by developing a comprehensive design system. Through facilitated workshops and in-depth interviews with stakeholders, we uncovered the brand’s positioning, buyer personas, and voicing. This foundation served as our single source of truth, guiding decision-making on visual design and the eventual token-based design system of the website.
2. Product-Focused Information Architecture
During our audit of the site’s previous state, we learned there were high bounce (71+%) and exit (45+%) rates on major key pages sitewide. Too much information displayed as walls of text and bullet points. Show, don’t tell, right?
We planned on implementing a range of diverse product visuals throughout the purchase journey from the start of the project. This guided our decision making on information architecture and helped us aid Jewell Nursing’s team in developing product videos and even interactive 360° imagery that we displayed throughout the product information content throughout the site.
