Microven

Designing and developing for established brands

Working with Microven, a medical supplies company based in South America, to digitize their brand and meet industry standards, by creating a simple website, that caters to its desired users; potential international partners and lab technicians. Maintaining the brands’ identity, and displaying the brand’s core values - professionalism, approachableness, trustworthiness - was key while designing and developing.

Duration: 3 months

Tools: Miro, Figma, Wix Studio

Role: UX/UI Design - User Research, Market Research, Sketches, Wireframes, Prototypes, Website Development

Background

Problem: Through stakeholder meetings, three main problems were pointed out:

Industry competitors are starting to digitize their brands, creating new competition with international distributors who ask for digital platforms to aid communication.
In order to expand the company’s sector, and branch out into other locations the company needs to create a market that would reach further audiences.
Potential customers are not aware of the full extent of the company’s services and products due to vendors not offering information about other resources the company offers.

Solution: Create a website that would digitize the company, and allow information to be found easily, and quickly in one place, allowing for the brand to be introduced to the online space, while simultaneously reaching new clients and displaying all its services and products.

Question: What is the best way to design Microven’s website, maintaining the brand’s identity while also modernizing the industry standards and keeping a simple to use interface?

USer Research

The medical supplies industry is becoming more digitized and Microven is starting to fall behind when compared to industry competitors.

Why is this problem important?

Mobile interviews were conducted on four lab technicians (26 to 55 years old) to further understand what they need and what would make the product successful.

75%

reported that the company’s salesperson did not offer information about additional products and services

50%

reported that they find navigating medical supply websites challenging because of the amount of information available

50%

use and benefit from medical supply company websites to find information about a company

Key Findings

Microven’s brand would benefit from digitizing their brand to reach new clients and increase profits.

Some lab technicians had to outsource another salesperson because they could not reach their salesperson to inquire about products and services.

Solution: Include products, services, and contact information, so users can not only find the information they need, but also inquire about it all in one place.

Older users find industry competitor’s websites difficult to navigate because of the amount of information presented.

Older lab technicians report that medical supply websites are too complex and offer too much information they cannot filter or browse through.

Solution: Design a simple, straightforward interface that will cater to both older and younger users.

Users enjoy getting to interact with the company’s salesperson.

All lab technicians enjoy interacting with their assigned salesperson, so would prefer to keep buying and scheduling products/services through them.

Solution: Allow users to browse through categories and view the services offered by the company without the option to buy through the site.

During the ideation process, I made use of the Crazy 8 technique to come up with as many ideas as possible for each of the main pages.

Instead of eight sketches in eight minute intervals, I chose to extend the time to ten minute intervals in which I would sketch as much designs as possible per round (seven in total, each corresponding to a page in the site). While the goal was to create eight sketches in the allotted time, I was not able to do so, coming up with about four sketches per page. Nonetheless, this exercise pushed me to think outside the box and come up with ideas I would not have considered before.