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Scope

Redesigning all elements and pages of an existing web-service, while improving the user experience counted by returning customers and conversion rate.

Background: Medizintechnik-Markt is a Berlin Startup that is helping to practice doctors and hospitals to find medical devices that fit their needs the best. While their service and website are fully functional, the design was not representing the innovative and modern approach to the service.

Background: Medizintechnik-Markt is a Berlin Startup that is helping to practice doctors and hospitals to find medical devices that fit their needs the best. While their service and website are fully functional, the design was not representing the innovative and modern approach to the service.

Research and Synthesis Phase

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Kick-Off Workshop

Web-Analytics

Business Modelling

User-Interviews

Benchmarking

How might we

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I created the timeline and all material for the workshop. We first looked at the current structure of the site and compared to sites of competing services. Then we looked at the brand and defined in which way the brand and the design should develop.
Finally, I scribbled the whole site structure in wireframes on a whiteboard while being guided by the whole team about what is important, what should change and what can be deleted.
While the design of the old webpage was basically not very pleasant, the service worked and is used by a promising amount of users. Mainly the company is using SEO and SEM to lead users to their optimized landing pages where the users can immediately start defining their search.
The new design of the page should definitely keep the functioning elements of the site.
The project started off with the one day workshop, joined by 10 people from Medizinmarkt-Technik.

Ideation Phase

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Use-Cases

Wireframing

Brand-Design

Scenarios

Scope Definition

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Implementation Phase

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Icon-Design

UI-Design

Responsivness

User Testing

Prototyping

Design Systems

After the workshop I created two overview poster. One showing the strategy for the new design and one with wireframes of the whole services as discussed in the workshop.
These two posters were hung up in the office at Medizinmarkt-Technik to show to every person working in the office the state of the process and to let everyone take part in the new site.
As everything was produced using Figma we even collected feedback directly on the Figma file.

One very important part of the site is having optimized landing pages for users coming from SEM / Google Adwords.

To let these users feel just perfectly right at the page they got forwarded to, the landing pages need to present the specific search terms the users used.
We needed a flexible system to create optimized websites easily.
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The solution I produced conceptually and visually is shown here: the upper part of the website is showing one clear message including the search term of the user. There is one call-to-action button to make the choice for the user very simple. Further, we show a device matching the search term in the background.

An image of a person proofed helpful and trust producing in such an expert search service.

The Form 1A
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The Form 5
The Form 3
The Form 1B
The Form 6

Category icons

I was happy to get the chance to design icons for all categories of the whole service.
Icons (2)

The homepage

Last but not least here the homepage design.
The category icons are used to let users select one of the six most often used products or later on the site as placeholders for products which have no image and of course to identify the category.
… and maybe interesting to know that this all took me 8 days from the very first meeting to delivery of a styleguide.
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Andreas Kraft

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