Apria, a leader in healthcare products and services, approached me to lead the redesign of their core website and e-commerce platform. This eight-month project involved comprehensive research, user testing, and collaboration with cross-functional teams to deliver an improved user experience that served diverse user personas while driving key performance improvements.
The redesign of Apria's core website and e-commerce platform required extensive coordination between multiple departments and stakeholders, including product managers, engineers, marketing teams, and executives. By fostering open communication and establishing regular meetings and retrospectives, I ensured we maintained a fluid, agile environment to meet aggressive timelines without sacrificing quality.
One of the key challenges was balancing the demands of various stakeholders while working within tight budgets and timelines. A significant focus was placed on conducting due diligence from a UX perspective while finding creative ways to stay efficient and lean. This balance was crucial in delivering a successful product.
Moving from research and ideation into user testing was a rewarding phase. I was able to observe how Apria’s products positively impacted users’ health, and we used the valuable feedback from moderated user testing sessions to refine our designs. This feedback was instrumental in solving core challenges like catering to different user personas—patients, providers, and insurance reps—with limited site real estate.
To address these challenges, we created a streamlined homepage design that allowed users to self-identify based on their needs. By implementing a simple questionnaire-style prompt, users could easily funnel themselves into the appropriate products or services, which significantly enhanced the user experience. Additionally, we applied best practices from the e-commerce space while accounting for the unique nuances of the healthcare and insurance industries.
The redesigned website and e-commerce platform received unanimous approval from stakeholders, and within six months, we saw double-digit improvements in key performance indicators (KPIs). The new design not only facilitated better navigation for Apria’s diverse user base but also streamlined the e-commerce experience for patients seeking healthcare products.
The Apria redesign project highlighted the importance of maintaining clear communication, agile processes, and creative problem-solving when working across multiple departments. One of my biggest takeaways was that even when moving quickly, there are always intelligent ways to stay lean and ensure that project goals are met without compromising on quality. The positive feedback from both users and stakeholders was a testament to the success of this approach.
