Cosmetic Surgery Products Company Website
I designed a website for a company transitioning from importing medical equipment to manufacturing it locally. The new platform aimed to introduce the company to local doctors and medical businesses, generate interest in their products, and provide an easy way to engage with the company for purchases.
Through iterative design sessions and collaboration with stakeholders, we refined the website with a user-centric focus, enhancing its layout and adding content to resonate with doctors’ professional interests. Ultimately, the solution empowered the company’s operational shift towards manufacturing, elevating the experience for medical professionals while reinforcing trust, security, and engagement in the local healthcare market.
Project Goals
The client, the CEO, wanted the website to serve as both an informational platform and a sales tool. Since direct product sales were not possible through the website (due to companies policy), the primary goal was to encourage doctors to sign up for an exclusive panel where they could gain access to educational content and workshops, as well as initiate purchasing inquiries through direct contact with the company.
Role & Responsibilities
As the UX/UI designer, my role was to create a user-friendly website that not only showcased the company’s products but also guided users toward signing up for the exclusive doctor’s panel. With a strict three-week deadline, I focused on delivering a seamless user experience that would facilitate doctor sign-ups and product interest.
Tools used:
Figma, Photoshop, Google Docs
Project Duration:
3 weeks
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Collaborations:
Developer
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Main tasks:
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Design strategy
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Competitor analysis
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Information Architecture
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Wireframes
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Visual design
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Prototyping-Motion & Interactions
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Usability Testing
Research & Solutions
Due to time constraints, the research process was centered on competitor analysis and gathering insights about the doctor persona through medical representatives. I also used my own knowledge of the precise persona of healthcare professionals based on my firsthand experience in this field. The persona insights highlighted the need for a tailored, exclusive experience for doctors. The goal was to foster trust and provide relevant information without overwhelming the users. This approach drove the decision to create an exclusive panel for verified medical professionals.
The main design solutions included:
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Exclusive Doctor Panel: A core feature of the website was a secure, exclusive panel accessible only to verified doctors. Doctors could enter their phone number to unlock a panel featuring workshops, seminars, webinars, and educational videos. This exclusive section aimed to provide value to doctors while promoting the company’s products and educational initiatives. Identity verification ensured that only registered doctors gained access to this content, creating a trusted, targeted user experience.
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Lead Generation Without Direct Sales: Since the company did not sell products directly through the website, the design focused on lead generation. The site encouraged doctors to sign up for the exclusive panel and provide their contact information. This generated leads for the company’s sales team, who could then follow up personally to manage sales through direct interactions rather than a digital storefront.
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Identity Verification: To ensure that only qualified doctors accessed the exclusive content, an identity check was incorporated, asking for medical credentials during the sign-up process, resulting into gaining the trust of doctors and creating a sense of personalised space for them .
Challenges
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Continuous Stakeholder Requests: Throughout the project, the company introduced new features and adjustments that could potentially detract from the site’s primary objectives. To maintain focus, I worked with stakeholders to evaluate each new request and communicated how some additions could impact usability. This required balancing stakeholder ideas with user-centered design principles to ensure an intuitive and efficient experience.
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Time Constraints: Given the compressed project schedule, I had to prioritize tasks strategically. Limited usability testing was addressed by using AI eye-tracking for attention metrics and gathering feedback from company employees to refine key website areas quickly.
Site Map
In designing the website sitemap for the medical equipment company, the goal was to structure the content in a way that would be intuitive for users, particularly for medical professionals like doctors, who needed quick access to specific resources.
Crafting Wireframes & Prototypes
In this project I decided to take a unique approach to wireframing by skipping the traditional gray and white wireframes and instead utilizing the design system components to create wireframes that closely resemble the final prototype.
Through wireframing, I established the user flow of the website to ensure a seamless user experience. Following this, I moved on to prototyping, where I transformed the wireframes into interactive mockups that simulate the user journey. Prototypes will allow me to test the functionality and usability of the design, enabling me to identify potential improvements and refine the user experience.
This iterative approach involved close collaboration with stakeholders and usability testing with the team to gather valuable feedback, guiding me in refining the wireframes and prototypes until I achieved an intuitive and user-friendly solution tailored to the needs of JDP company.
Home Page
History page
Doctors' panel sign in/up
Using OTP for entering the panel which improves UX by providing quick, secure access without the need to remember passwords, enhancing convenience, trust, and accessibility
Doctors' panel
Use tabs to separate all events from those the user has registered for, making it easier to view each category
Displaying the remaining time until registration closes encourages users to sign up by creating a sense of urgency.
Users are then asked to complete verification in order to access educational videos or sign up in Events
Usability Test
Due to time constraints and limitations in conducting usability testing, this task was carried out with the company's internal team members and sales representatives to identify as many site bugs as possible.
In these tests, I discovered that doctors have different expectations when viewing lifting thread products compared to other categories, as they prefer to find lifting threads based on the area of the body where the thread is applied.
So, I decided to add a separate page specifically for displaying lifting threads, designed differently from this page showcasing mesotherapy and filler products.
By clicking on specific marked points on the images, doctors can view the threads specifically designed for lifting that particular area.
All thread categories are also available in a list format, similar to other products, for doctors who are looking for threads without focusing on specific application areas.
Next Steps
Currently, the project is in development phase, where I collaborate closely with both front-end and back-end developers. This phase involves thorough testing and quality assurance, during which I’ll carefully evaluate and enhance the system’s functionalities and interface. At the same time, I will iterate on the user interface, incorporating feedback for ongoing improvements. This comprehensive approach to testing and refinement is designed to ensure a seamless and user-friendly experience, aligning with our targeted launch date in January 2025.
