Friction in HCP Onboarding & Discovery
Practitioners faced redundant account creation and lacked visual tags for condition-specific products. This highlighted a critical need for streamlined bulk ordering and enhanced B2B search filtering.
Project 01
Atrium Innovations
• Lead UX Designer • UI Designer
Project Brief
For this project I lead a thorough review of Atrium's Pureforyou (D2C) & PEPro (B2B) brands, analyzing their current status and potential for improvement. I also assessed several of their competitors, focusing on global navigation, page structure, commerce functionality, user feedback, and accessibility. The findings provided a guide for the redesign of both sites for which I collaborated in.
Duration
6 months
Tools Used
Figma, Figjam, AEM
Deliverables
Competitive Analysis, Heuristics Evaluation, Content Audit, User Journeys, Lo-Fi Wireframes, Hi-Fi Mockups
2 E-Commerce Platforms (B2B & D2C)
6 End-to-End User Journeys
The Problem
The Problem
Atrium Innovations was looking to use findings from a UX audit that would help provide a new direction for a site that would help:
Increase completion/conversion rate, while decreasing drop rate across the funnel.
Decrease bounce rate in their overall site so in other words Increase engagement (time spent/page views) by leveraging UX findings
Enhance website speed for desktop and mobile
Update the look and feel of all websites in a paralleled tier approach. We were aiming to have a similar feeling between the two sites but different enough to target each of their personas
The Solution
The Solution
A newly redesigned web experience that removed a lot of clutter from the previous sites and was created in a new platform that would drastically enhance website speed. With the new designs, we were able to clean up inconsistencies in hierarchy and calls to action.
Additionally, we improved overall accessibility by addressing the use of colors that were not ADA compliant. Most importantly, we were able to add small but impactful changes to the overall user experience, keeping a human-centered design at the forefront of what we did.
The Process
Elevating Atrium's
E-commerce Experience
Leading our research initiatives, we conducted a comprehensive competitive audit to benchmark industry standards and identify key opportunities for differentiation. A detailed heuristics audit followed, uncovering critical usability issues and areas for improvement. To deeply understand user experiences, I lead the mapping of user journeys, highlighting pain points and moments of delight. Finally, we developed proto-personas to embody our target users, guiding design decisions and ensuring user-centric solutions throughout the project.
SWOT ANALYSIS
By immersing ourselves in pre-defined personas, we gained valuable insights into the precise moments where users encountered the most notable sources of friction. Through thorough customer journey mapping, we could precisely identify the stages or interactions where users experienced challenges, as well as identify where at which point in their journey they experienced these.
SWOT ANALYSIS
User Journeys
By immersing ourselves in pre-defined personas, we gained valuable insights into the precise moments where users encountered the most notable sources of friction. Through thorough customer journey mapping, we could precisely identify the stages or interactions where users experienced challenges, as well as identify where at which point in their journey they experienced these.
WIREFRAMES
Lo-Fi
The wire framing stage proved to be critical to adhere to the strict timeline as it helped us align to the functionality and it solidified the overall structure for the pages. Also, it helped us be able to focus on those small but impactful UX changes.
VISUAL DESIGN
Hi-Fi
In tandem with the functionality, we were also creating new visual components that would help provide a new, more modern look and feel aimed at each of their respective personas. Finally, having overcome a couple of content bumps on the road, we were able to finalize designs in order to produce the High Fidelity mock ups.
CONCLUSION
