A streamlined site makes sleep therapy accessible
A new site architecture and interactive elements increase engagement for ResMed’s online experience.
INTRODUCTION
ResMed provides innovative products for people with sleep apnea, COPD and other chronic respiratory conditions. While their website was receiving over 200,000 visitors per month, engagement was low and user feedback revealed a general resistance to sleep apnea therapy. Traina was brought in to create a new digital experience that would resolve these issues, and make ResMed a source for helpful information as well as life-changing products.
APPROACH
User-centric from the start
We started with a new site map and simplified information architecture, eliminating more than 500 extraneous pages and enabling a richer, more focused user experience that is personalized and customized right from the homepage.
Unique landing pages for each market segment provide intuitive paths to specific information and interactive features like quizzes and assessments, product locator tools, reviews and immersive videos that further guide users through the experience.
Personas inform UX
Where the ResMed.com site was once an expansive, Amazon-like experience with endless rabbit holes of related products, we used extensive user data and site analytics to create distinct user types and tailored a steady flow of content for each persona.
Our collaborative, transparent process brought the ResMed team along for this journey, with regular check-ins on high-fidelity wireframes that map out content and ensure deeper customer engagement.
Interactive engagement
ResMed not only helps patients with premium products, but provides quality information to help guide them through a diagnosis. We turned this information into tools that help users envision what life will be like with the various solutions ResMed offers. These infographics, tutorials and real-life diagrams make the prospect of respiratory therapy seem friendlier, less intimidating and easy to incorporate into one’s life.
Custom illustration library
Research revealed a strong apprehension toward respiratory therapy, making education paramount in the site experience. We developed a suite of easily comprehensible illustrations to explain the nature of respiratory conditions and how ResMed’s products work. Our goal was to augment what was previously a very clinical experience using subtle animations to build confidence with the audience.
The illustrations proved to be a very successful element in the brand experience and have since been extended for use in additional digital tools, instructional videos and other brand touchpoints.
RESULTS
In all, it was a collaborative effort between Traina and internal teams at ResMed that applied research and strategy, design thinking and an agile workflow to make for great leaps toward their goal of a highly functional and incredibly engaging user experience to benefit all those seeking to breathe easier.
Average monthly page views
Responsive page types
Custom modules
New product pages
Pages removed via streamlined architecture
