Essity aimed to create a new e-shop experience where users could access their entire product range, particularly the JOBST line, offering a fully digital measurement system for patient-specific garments. During this project, Essity consolidated various product lines into a single company and needed a digital platform to showcase and sell all their brands. This platform also had to align with their rebranding efforts, ensuring it followed the new brand guidelines while delivering a fresh and streamlined user experience.
In the midst of a global pandemic, online presence was a major topic. For a brand to be able to provide their users the full range of their products in a digital platform, can be a game changer. Essity (before BSN) was divided in a series of 12+ sub companies, and at the beginning of 2020 had a company-wide re-branding and re-structuring. Now all the sub-companies were merged under Essity Medical solutions. Which meant, the full range of products had to be available under the same platform. Design a digital brand guidelines, align to the new branding Structure large amount of products in a clear and intuitive way Make identifiable what product belongs to which sub-brand
Our primary goal was to re-establish Essity’ status as a major player in the healthcare garments manufacturing, but now on the online market. To do that, we needed to do a few things. First, we needed to align this new platform to the newly refreshed brand image. Second, we needed to cluster and rethink the different products lines into a single platform Last but certainly not least, improve user experience when navigating through the e-shop with a clear and easy-to-follow structure.
When starting to design the first layouts we discovered that our very first step was to define a system that could be applied though-out the whole site. This would later on help us to build a consistent platform, and with a better defined rules, that would be of a great help when structuring the information. Having strong foundations helped for the project later on run smoothly, specifically when it came to structure the different product and their product lines, since we also defined components and hierarchies of usage of them.
Designing the user experience involved creating a unified platform where the Essity world converges, offering personalized experiences. This process included developing a mobile tool within the e-shop that enables healthcare providers to measure patients for personalized compression garments. By seamlessly integrating all product lines, adhering to new brand guidelines, and ensuring a fresh, intuitive interface, we aimed to create a user-centric digital environment that enhances the overall shopping experience for healthcare professionals.
Our solution features a responsive design meticulously aligned with Essity's newly established brand guidelines, ensuring a seamless and engaging user experience. This design adapts effortlessly across devices, allowing healthcare professionals to access the platform with ease, whether they are using a desktop, tablet, or smartphone. By integrating these design principles, we created a cohesive and intuitive interface that not only meets but exceeds user expectations, providing a smooth and efficient browsing and purchasing experience. This attention to detail underscores Essity's commitment to innovation and user satisfaction, making the e-shop a cutting-edge tool in the healthcare industry.
Since Essity was in a transitioning phase, bringing together their different product lines, was a step by step process, so the users won't feel the transition as a breaking change. This reflected in the creation of specific product lines subpages. As we can see in the example below.
One of the biggest product lines at Essity is JOBST medical garments. Every garment from JOBST needed to be purchased by a healthcare professional while in a consultation with a patient, which needed at the same time to record the patient's measurements for each garment.
In order to achieve this via our e-Shop, we created a measurement feature, that was not only web supported but also mobile. This allowed practitioners be flexible enough to consult their patients, and actively record their measurements via their mobile devices, and afterwards immediately make the order of the garment.
Essity eShop has not only addressed key pain points in the healthcare garments industry's product discovery and purchasing process but has also set a new standard for digital platforms in this space. Looking forward, the platform aims to expand its features, including augmented reality visualization, further enhancing the user experience and solidifying its position as the Amazon of the medical garments world.