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What do people seeking breast augmentation or reconstruction desire from a treatment website experience?
The Context
A global pharmaceutical company was looking to redesign their website to optimize engagement with those considering breast augmentation or reconstruction. The objective of this project was to determine which design concepts resonate best with each patient segment in a way that empowers an informed decision and motivates action.
Business Challenge
To determine which web design concepts resonate best with patients, which concepts will be most motivating to action, and how to optimize user experience for different segments.
Our Approach
Our research revealed that women are looking for language that is empowering and inspiring, and that does not prey on insecurities. In a category that has always focussed on idealized images of beauty, real women telling real stories are drivers of engagement. We also uncovered a patient knowledge base that is seriously lacking any factual detail, despite the breadth of online sources.
APPROACH HIGHLIGHTS
UX testing of a website prototype to understand the human experience of patient segments. Evaluation of responses to the creative positioning, imagery, language and navigation enabled optimization of the site to meet human needs.
Our Impact
We leveraged our past patient journey work to ensure deep human insights would be the foundation for the website. Our clients left this project armed with a blueprint for optimization and successful repositioning of their website.
“That was absolutely amazing! Thank you so much for putting so much effort into it and supporting all of our questions. We just want to thank you for being such great partners.”
- Group Account Director
“This was really well done.”
- Associate Product Marketing Director
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