Revolutionizing MedTech: How a Global Website Redesign Boosted User Satisfaction by 40% and Unlocked $60M in Annual Value
Imagine a world where cutting-edge medical technology meets a website from the Stone Age. Sounds absurd, right? But this was the reality for BD. The outdated website was proving to be a barrier to engagement and growth, failing to serve the diverse needs of healthcare professionals (HCPs), procurement specialists, and patients effectively. This is the story of how we revolutionized their digital presence and, in the process, transformed their culture and their entire business.
Role
Head of Design
Team
20+ Designers
Duration
10 months
Year
2021
Deliverables
Stakeholder interviews
Workshop
Prototypes
Executive presentations
Design system
Asset production
We embarked on a mission to redesign the website with a clear 'North Star' aligning all stakeholders towards a common goal: to provide a seamless, personalized, and relevant experience for every user, every time
My role involved leading the product design, strategy and UX research teams while fostering close collaboration with the product owner, head of tech and their teams, various business units, and our CMO. To achieve our goals, I implemented a strategic approach grounded in user-centricity, data-driven decision-making, and a deep understanding of business needs.
With our vision in place, we turned our attention to the critical user journeys. We dove deep into analytics and user behavior data, identifying the most crucial paths our users took through our digital landscape. This targeted approach allowed us to focus our redesign efforts where they would have the most significant impact on both user satisfaction and business outcomes.
Image caption goes here. Use images and captions to your advantage. If the hiring manager is only skimming your headlines, images, and captions they should be able to understand the story.
Activities and outputs
“Whatever it is, the way you tell your story online can make all the difference.”
— VP, Corporate Digital Accelerator
Recognizing the limitations of the existing waterfall approach, we facilitated a cultural shift towards agile methodology.
This transition enabled us to develop iteratively and continuously improve based on user feedback, keeping our redesign flexible and responsive to evolving needs. Collaboration was key to our success. We actively engaged with all the business units, executives, healthcare professionals, and various stakeholders, from HCPs to procurement specialists and patients. This co-creation process ensured our solutions would meet the diverse needs of all our users.
Our commitment to user-centricity led us to conduct comprehensive Understanding users through UX research ….
We employed a mixed-methods approach, combining in-depth interviews, surveys, journey mapping, and diary studies. This thorough investigation unearthed valuable insights into user needs, pain points, and opportunities for improvement shaping our redesign.
“Whatever it is, the way you tell your story online can make all the difference.”
— VP, Corporate Digital Accelerator
On the technical front, we implemented significant upgrades, including a new content management system. This empowered non-technical users to easily update and manage website content, ensuring our site would remain remain fresh and relevant long after the initial redesign.
Image caption goes here. Use images and captions to your advantage.
Activities and outputs
If the hiring manager is only skimming your headlines, images, and captions they should be able to understand the story.
We developed a comprehensive design system to ensure consistency and scalability across the entire website
Working in tandem with our company's ongoing brand redesign, we collaborated to create a cohesive and ADA-compliant brand identity across all digital channels.
As we launched the redesigned website, its key features showcased our commitment to user-centric design.
The intuitive navigation, built on a revamped information architecture, allowed users—whether healthcare professionals or patients—to easily access relevant content. Personalization became a hallmark of the experience, with tailored features for different user groups. Procurement specialists enjoyed streamlined ordering, while patients found clear health information and support resources. We adopted a mobile-first approach, ensuring seamless access across devices, whether in a medical facility or on-the-go. The interactive content, including engaging visuals and videos, transformed the site into a dynamic educational platform.
Image caption goes here. Use images and captions to your advantage. If the hiring manager is only skimming your headlines, images, and captions they should be able to understand the story.
Image caption goes here. Use images and captions to your advantage. If the hiring manager is only skimming your headlines, images, and captions they should be able to understand the story.
The website redesign delivered remarkable results.
User satisfaction increased by 40%, particularly in the redesigned issue resolution journey, leading to quicker solutions for customers. Financially, we projected an annual boost of over $60 million from improved customer service and engagement.
Internally, the streamlined content management system enabled faster updates and enhanced operational efficiency. Overall, the redesign transformed our digital presence and set the stage for a more user-centric and profitable future.
“Whatever it is, the way you tell your story online can make all the difference.”
— VP, Corporate Digital Accelerator
“Whatever it is, the way you tell your story online can make all the difference.”
— VP, Corporate Digital Accelerator