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Biomed Global: Elevating Biomedical Branding and UX Design

Healthcare
Technology

A Better Biomedical Experience

SOLUTIONS WE PROVIDED

Biomed Global is a biomedical company that provides top quality medical products and solutions. They believe in the power of bringing together people and medical innovations to shape the future of the healthcare industry and improve the quality of life. To align with the company’s vision of being recognized as the gold standard in the industry and as a channel partner in the South East Asia, we created a set of new graphic elements—which are inspired by the DNA/Helix structure—to better communicate the brand’s positioning. The result is an impactful, modern, and innovative brand that stands out amongst competitors.

THE CREATIVE CHALLENGE

Biomed Global did not have a coherent brand story and identity, hence unable to communicate the value of its services to customers.
Messy website information architecture makes the user experience confusing and complicated, resulting in a high website bounce rate.

THE OUTCOME

Biomed communicates more effectively with new and existing customers, as there is a greater understanding of the values the brand represents, resulting in higher resonance among target audiences.
Clear website navigation and information architecture allow users to find information more easily and accurately, resulting in better website retention.

CONDUCTING UX RESEARCH

In order to improve and create a better UI/UX experience for the targeted users, we started off the process by conducting a user-centered analysis of Biomed’s previous website. The analysis contains the creation of user personas, followed by a series of user-testing sessions where we observe how the targeted users navigate the website. This helps in identifying the pain-points users face while using the website, and eventually lead us to making recommendations to improve the overall UI/UX design of the website.

ORGANISING THE INFORMATION ARCHITECTURE

The next step in the process, after we’ve gained clarity on user needs and identified issues with the old website, is re-organising the Information Architecture (IA) of the website. A well thought-out IA focuses on organising, structuring, and labelling content in an effective and sustainable way; this ensures that the new website will help users find information and complete their respective tasks more easily. A site map is then created after conducting a card sorting session with the user.

THE USER INTERFACE (UI) DESIGN

In alignment with Biomed’s renewed vision to be seen as a thought leader in the industry, we designed the website pages using the graphic style, and combined with deep/bright blue hues, clean typography, and abstract imagery, the result is a modern website that impresses and reflects the values Biomed stands for.