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Epineuron Website Redesign
How might we inspire users to learn more about Epineuron's bioelectronic medicine?
Epineuron is a medical device company who's mission is to transform the lives of patients suffering from nerve damage. However, Epineuron’s website did not effectively communicate their brand as an innovator and expert in the medical device field. In order to inspire users to learn more about Epineuron's technology and research, I was tasked with redesigning their website.
The following documents the process for creating a reimagined website for Epineuron that is not only consistent with their brand, but also inspirational to surgeons and medical investors.
Generative Research
To understand how users feel about the current website and identify opportunities for improvement, I first conducted stakeholder interviews with the Epineuron team. This consisted of 2 group workshops with both our general and clinical teams, gaining insight into what we knew about our user base, and what required further research.
These workshops and subsequent documentation surfaced insights about the confusing layout on our current site as well as navigation issues that could be mitigated with design solutions. Subsequent user interviews with surgeons supported the claim that the site navigation and layout needed to be more streamlined.
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Surgeons also mentioned how they wanted to see more validated clinical research featured on the website. This was important to them as it lent credibility to Epineuron's potential to improve clinical outcomes for patients. They wanted easy access to peer-reviewed papers and research that supported the effectiveness of Epineuron's technology, and wanted opportunities to reach out should they have further questions.
With this in mind, I conducted a card sort with internal stakeholders and developed a site map that streamlined navigation so content would be stored in more intuitive areas of the site. I also built the content library for each page in collaboration with the marketing team and ensured peer-reviewed research was easily accessible.
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"User interviews with surgeons supported the claim that the site navigation and layout needed to be more streamlined. Site content also needed to focus more on the science behind Epineuron's technology."
Evaluative Research
After building a mid-fidelity prototype of the site in Figma, I conducted a usability test with internal stakeholders and the same surgeons we previously interviewed. Formative testing with the prototype identified some confusion around the "clinical trials" page. Initially, this page was left largely sparse, as we didn't wanted site visitors to linger on this page, and instead wanted them to access the link to the official government website for clinical studies.
However, users mentioned they wanted a "preview" summary of the current clinical trials before checking the government site. To support users in this, I designed a more robust clinical trials page that summarized each of the ongoing trials happening at Epineuron. I also heavily featured the physicians who helped create the groundwork for current clinical trials, since we knew clinical efficacy was important for our users.
The Solution
Once we narrowed down the key features and content that surgeons preferred, we began building a hi-fidelity design through Wix. The website includes a robust style guide with a simpler sleek logo, responsive orientation for both desktop and mobile users, and a more streamlined navigation for ease of use.
Epineuron's technology is also heavily featured on the home page, which is meant to inspire feelings of curiosity and exploration. Publications and research was made more accessible to surgeon users, inspiring confidence in Epineuron's credibility as a pioneer in bioelectronic medicine.
Old Home Page
New Home Page
Results
3 months after the redesign's official release, the site generated a 40% increase in average site sessions, as well as 600% more leads compared to the previous site. In addition, evaluations from both internal and external stakeholders have been overwhelmingly positive, especially from surgeons who have worked closely with Epineuron in the past.