Biotech e-commerce website for global scientific and research organizations.
MY CONTRIBUTION:
Website audit, user research, information architecture, content organization, and visual design.
OVERVIEW AND BUSINESS OBJECTIVES
Cell Systems needed to rebrand it's online presence to optimize the e-commerce experience for researchers around the globe. This included improved shopping engagement with clear navigation, focused content, and an intuitive checkout process.
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Replace legacy website with a new customer-centric informational platform for research and scientific communities
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Provide a user-friendly shopping experience for local and international customers
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Promote product discoverability and brand recognition
DISCOVERY
Comparative Analysis
I familiarized myself with the industry standards and conducted a comparative analysis to identify expectations and opportunities.
Data Evaluation
I analyzed customer behavior and conversion based on the available data from Shopify and Google analytics.
User Interviews
I interviewed several scientists to learn about the process of selecting and buying scientific tools in the lab setting.
Based on the available website data I was able to learn about what technology and browsers are the most common; understand how users navigate the site and how much time they spent on pages.
USER RESEARCH
The scientist makes the final decision about selecting the right product for their research program.
TARGET PERSONAS:
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Decision maker - Scientist
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Buyer - Purchasing agent, Scientist
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Business Partner - Distributor, Investor
LAYOUT AND CONTENT PLACEMENT
I sketched low-fidelity wireframes to identify optimal page layout and content requirements
A single product page can be a point of entry for a user. I had to grab their attention and build trust while they accessing the product relevance and quality by providing the information they need to make an educated decision.
INFORMATION DESIGN
Support decision-making by providing critical and relevant information.
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Clear descriptions and metadata
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Clear call to action
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Encouraged exploration to increase retention
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Scientific data to build trust and product validation
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Downloadable datasheets
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Available customer support and recommendations
INFORMATION ARCHITECTURE, NAVIGATION
Support and guide product discovery and purchasing.
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Easy navigation
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Consistent interaction patterns
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Multiple ways to find any product
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Logical grouping
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Clear product differentiation
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Easy order placement
Establishing proper navigation was extremely important, to ensure products and supporting documentation can be easily found. There are 3 categories of products offered plus special kits. I wanted to guide the user through these selections and make it easy for returning customers to find and purchase a very specific product they might be looking for.
USER INTERFACE DESIGN
Attract business partners and build trust with prospective customers.
I worked with the marketing team to design a home page with organized content, targeted messaging, featured value propositions, and an effective call to action.
I created a clean modern medical look to relate to the sterile lab environment and contemporary e-commerce experience.
IMPROVEMENTS:
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Featured partnership and purchasing channels
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Social proof and testimonials from existing customers
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Added connections to scientific resources and data
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Customer support information
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Optimal content flow for business objectives
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Improved navigation and information architecture
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Improved product presentation and discoverability
RESPONSIVE
Responsive design was critical, considering the different equipment used in laboratories around the globe. It was important for the website to look good and function well on different size devices.
RESULTS AND ACHIEVEMENTS
Better discoverability
Supported product information
Increased online traffic
Consistency and optimization
Exact order cost estimation
Increased online sales
Guidance for product selection
Better customer support
New customer base