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While Soma Tech's previous website was functional, its lack of brand personality and plain design made for a user experience that felt more like a whisper than a shout in the crowded medical device landscape.
To understand the extent of these issues, we jumped into a series of discovery activities. Working closely with stakeholders, we conducted a competitive audit, taking a deep look at similar websites to understand the good and the bad within their industry. Simultaneously, we scrutinized Soma Tech’s own website and brand identity to illuminate areas ripe for improvement.
We started with a user journey mapping exercise to understand a visitor’s interactions and pain points and to help us identify key touchpoints where improvements could be made. Next, we thoughtfully planned the website hierarchy, laying out an intuitive navigation that would provide a natural flow between pages. Lastly, we developed a cohesive website brand guide to amp up the visual appeal, increase consistency, and align digital elements on the ecommerce website with Soma Tech’s brand identity.
Drawing inspiration from within the healthcare industry, we utilized a color palette that exuded professionalism and trustworthiness, enhancing the site’s visual appeal. Our imagery selection centered on authentic depictions of people in healthcare settings, steering clear of overly generic stock photos. We strategically utilized “white space” to enhance readability and emphasize call to actions for the next steps they wanted visitors to take.
On the development front, we integrated Soma Tech’s ecommerce-like functionality into WooCommerce, providing a user-friendly platform for customers to browse and request a quote for the high-quality medical equipment with ease. To cater to a wider audience, we developed the site to be bilingual so visitors could easily access content in their preferred language.
We programmed everything to be responsive across all devices, leading to a smooth website experience. Additionally, we implemented SEO-friendly programming to optimize the site’s visibility through search engines, helping Soma Tech reach its target audience effectively.
From desktops to phones (and everything in between), our team thoroughly checked each element’s functionality and responsiveness. Once everything was verified and ready, and with great excitement, we proudly launched Soma Tech’s redesigned website.
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