ivWatch | Case Study
Insight:
ivWatch, LLC is a biosensor technology company focused on improving patient safety and the effectiveness of intravenous therapy.
ivWatch team is pioneering the use of optical sensors to detect adverse IV events early to minimize the risk of injury caused by infiltrations and extravasations. One of the most innovative tool was lacking in innovative look for their website.
Solution:
Early 2020, as the marketing team of ivWatch, we faced a few issues with the current website: to redesign the outdated website, to merge two websites ivWatch and MyIV blog and to launch a new product to the market.
User Research:
One of the difficult tasks we faced is to target various audiences and be able to speak in neutral language to be applicable for both. Originally, the audience for the website would primary consist of clinicians, professional of the medical field. The task was combine that audience with the potential or existing patients that could be everyone from the population. ivWatch and MyIV (the blog that is specified on IV needs, features and experiences) had to merge and become one website.
We interviewed a few people and registered nurses in particular, who had the best understanding of average consumer.
To create an effective new look and implement a new product release, we had to redesign existing site due to its wordy pages and lack of clear structure and navigation.
The structure where site would talk about need to solve the problem and problem solution seemed to have very outdated approach to selling the product. What has seemed to make more sense at this point is to show the actual product in the header reel introducing it in the very beginning and briefly speak of the quality and of the product and the company behind it. That will help to build a quick interest of the consumers and keep them on the website longer while they explore another pages.
Wireframes:
We had content layouts for 3 main pages – evaluating the hierarchy in each iteration for usability and clarity.
During this sprint, we designed wireframes in Figma. To facilitate team work between the design and development groups.
Landing Page
This page is the first opportunity to inform, impress, and serve our audiences.
We explored ways to:
To introduce the actual product.
Highlight the impact of the problem that product solves.
To emphasize on the main features and needs.
To embed the actual IV stories from real patients and testimonials to reinforce importance of the product and increase its credibility.
Provide helpful pathways to engage with the research based on needs.
Product Page
Each product page introduces the featured product in more details, allowing consumer to find way to learn more and to contact with representatives.
We explored ways to:
To provide enough details to get consumer interest without getting them bored with lethy texts.
Introducing not only the visual of the product, but the ways how it would be used in real life situation.
myIV
As blog, it has a library of curated articles and as well as specialized vocabulary, providing a more clear understanding for people with no medical background.
We explored ways to:
To create unique style for the main articles views.
Reinforce patients stories on the main page showing the importance of the product use.
Engage reader/patient allowing them to share their own experiences.
Educate people with IV experience potentially in their past, present or near future.
Visual Design:
Centering on the User:
The user's safety and well-being is the most important for ivWatch work.
Instead of focusing mainly on the product, we brought the patient to the forefront. Lifestyle images and video reels with perfect blend of product close-ups and happy users was finalized for the style.
Photography and video
One of the main categories of assets.
Icons
We focus attention on the features of the product with iconography.
Navigation Cards
Better experience with navigation system, emphasizing the most important pages on the website with visual elements.
After finishing the main structure of the website, we made sure it was responsive for multiple platforms. We implemented material design ideology for user to engage with the content successfully.
