My Role
Product Designer
Auditor
UI explorer
Product tester
Team Collaborators
Rebecca - Brand designer
Michelle - Project manager
James - Webflow developer
Name - Product tester
Timeline
Mar 2020 - Sep 2021
User experience to get new customers
for premier pharma
The redesign I led drove a significant increase of over 10% in new customers for Premier Pharma.
Redefining premier pharma
In this project, Premier Pharma was struggling to attract new customers. After implementing a redesign, we achieved a fantastic outcome - a double-digit increase (over 10%) in customer generation.
Premier Pharma approached us with the primary objective of enhancing its brand identity and marketing site to achieve new marketing and revenue goals. Additionally, they sought to align their client-facing web app's branding and user experience with the latest marketing site. My mission was to collaborate with the brand designer to make our client’s dream a reality
The genesis of the whole thing
Premier Pharma, a leading healthcare industry player, embarked on a transformative journey to revamp its brand identity and enhance user experience across its digital platforms. With a commitment to delivering top-quality service at the best cost for both B2C and B2B sectors, Premier Pharma recognized the importance of modernizing its marketing website and aligning its client-facing web app with the new brand vision. This case study takes you into the strategic approach, challenges, solutions, and outcomes of this comprehensive redesign project.
The dream from our client’s POV
At the outset of the project, working with Premier Pharma we outlined what key objectives we would be addressing
Enhance brand identity and aesthetics of the marketing website.
Improve user experience to drive conversion rates, repeat purchases, and customer loyalty.
Align the branding and user interface of the client-facing web app with the new marketing site.
Reach new marketing and revenue goals by appealing to decision-makers in independent pharmacies, medical clinics, and healthcare centres nationwide.
From my observation, they need a makeover and they need it fast!
The specific pain points identified include
Marketing Website
Outdated aesthetics and lack of responsiveness on mobile devices.
Web App
Outdated aesthetics and lack of responsiveness on mobile devices.
In terms of success benchmarks, Premier Pharma aimed for
Improved Website Aesthetics
Enhancing the visual appeal and responsiveness of the website.
Simpler User Experience
Streamlining user experience for existing customers.
Marketing Goal
Converting 20% of enquiry customers into paying customers.
👀 Sneak peek into what I was dealing with
Faced with great turbulence
From this point, it was believed that we understood the assignment, and this were my starter pack
01
Aggregate a wide range of content and conversations.
02
Foster a sense of community and deep connectivity.
03
Empower users to drive cultural conversations.
04
Ensure representation and inclusivity in its design and features.
Focused execution and seamless collaboration
The project was structured into two distinct phases to ensure focused execution and seamless collaboration
Phase 1: Marketing Website Redesign
Identified Pain Points: Outdated aesthetics, lack of mobile responsiveness, and suboptimal user experience.
Approach: Utilized a style scape first approach to explore various design directions. Created wireframes and annotated designs for clear communication.
Success Metrics: Timely completion before client conference, over 200 new customer acquisitions post-launch, and an 8% increase in conversion rates within six months.
Phase 2: Web App UI Enhancement
Identified Objective: Adapt the new brand look to the web app, improve interface aesthetics, ensure mobile responsiveness, and simplify user experience.
Approach: Leveraged insights from Phase 1 to maintain consistency in brand identity. Provided detailed design specifications and code snippets for efficient development.
Success Metrics: Streamlined website management with Webflow, facilitating easier content updates and maintenance.
Regarding Premier Pharma's target audience, Jacob, the founder, has played a crucial role in business development, maintaining relationships with manufacturers, pharmacy benefits managers, and group purchasing organizations to maximize revenue and offer competitive pricing to customers.
The phased approach proved highly effective in streamlining the design process and fostering collaboration with the client.
By aligning expectations for each phase, we prioritized elements that could be swiftly implemented in the development phase, enabling rapid progress from design to deployment.
Developed three distinct style scapes
To address these issues effectively, we developed three distinct style scapes, each accompanied by wireframe examples. This approach allowed us to capture a design that resonates with the client while ensuring ease of navigation for their diverse audience (B2C and B2B).
Saving the day with style scapes
To combat potential analysis paralysis and ensure alignment with the client's vision, a style scape first approach was adopted. This approach allowed for exploring various design directions while providing the client with tangible visual representations early in the process.
Just as Hick's law states, the more options available to a person, the longer it will take to decide which option is best.
Explorations with design version
(show UI shots of some of my design iterations - do homepage only)
Dashboard
Entity/Business customer screen
Add new transactions
Entity/Business customer screen
The science behind the solution
(show UI final visual shots)
A small win. Victory dance time
Now that Phase 1 is complete, the project team and I can shift our focus to Phase 2: designing the web app UI. The objectives for this phase include adapting the new brand look to the web app, improving the interface's look and feel, ensuring responsiveness for mobile devices, and simplifying the overall user experience.
UI of the Old web UI
Web app design: Phase 2
Now that Phase 1 is complete, the project team and I can shift our focus to Phase 2: designing the web app UI. The objectives for this phase include adapting the new brand look to the web app, improving the interface's look and feel, ensuring responsiveness for mobile devices, and simplifying the overall user experience.
Elephant in the room; Working with Devs
My handoff Process starter packs
Annotated designs specifying functions and UI screens.
Walkthrough recordings to elucidate design decisions.
Collaboration tools such as Figma, ClickUp, and Loom for seamless communication.
Close collaboration with the development team to address challenges and ensure alignment.
Successes achieved during the implementation phase include
Timely Completion: The entire project was completed before the client conference with its customers, enabling Premier Pharma to unveil the new look at the event, resulting in a significant positive reception.
Increased Customer Acquisition: Over 200 new customers started using Premier Pharma's services following the conference, indicating successful market penetration and brand adoption.
Improved Conversion Rates: After six months of the new design implementation, the marketing team reported an 8% increase in converting new customers to paying customers compared to the previous year, demonstrating the effectiveness of the redesigned user experience.
Enhanced Website Management: The new website, built with Webflow, provided easier management capabilities for the Premier Pharma team, streamlining content updates and maintenance tasks.
Conclusion
The Premier Pharma redesign project is a testament to the power of strategic design thinking and collaborative execution. By prioritizing brand identity and user experience, Premier Pharma successfully achieved its marketing and revenue goals, setting a benchmark for innovation and excellence in the healthcare industry.
Lessons Learned
A phased approach ensures focused execution and allows for iterative improvements.
Effective communication and collaboration between design and development teams are paramount for project success.
User-centric design principles drive enhanced user engagement and business growth.
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