OptimaSurg UX Case Study: Redefining Online Surgical Tool Shopping

OptimaSurg

Explore how a user-centric redesign transformed OptimaSurg into an intuitive, trustworthy e-commerce(b2b) platform, addressing challenges like complex navigation, trust-building, and personalization to enhance the shopping experience for medical professionals.

My Role

UX designer, Project Manager

Project

Case study based on real-time b2b project

Timeline

6 months (2021)

Tools Used

Figma, Excel, Basecamp for communication

A Fragmented Experience
Medical professionals seeking surgical tools on OptimaSurg faced a multitude of challenges:

  1. Complex Navigation: Categories and pathways were unclear.

  2. Information Overload: Over-detailed product pages made decision-making harder.

  3. Eroded Trust: Users lacked confidence in product authenticity and site security.

  4. Inefficient Search: Medical terminology wasn’t understood by the search function.

  5. Generic Feel: No personalized recommendations for users.

  6. Cumbersome Checkout: A lengthy, complicated process caused cart abandonment.

These issues translated into low engagement and trust, hindering sales growth.

Act 1: The Challenge

Old design

Act 2: Understanding the Users

Research Objective:
To explore user behaviors, preferences, and pain points when purchasing surgical tools online.

Findings (Survey and Interview Insights):

  • 70% of users found the website functionality inadequate.

  • 90% prioritized detailed specifications and demonstration videos.

  • 85% desired personalized recommendations.

  • 10% perceived the platform as outdated and difficult to navigate.

These insights set the stage for a user-focused redesign.

Empathy Map (based on the interviews we did)

Affinity Map

Act 3: The Breakthrough

A Targeted Solution:

  1. Simplified Navigation: Tools were grouped logically by specialty, usage, and urgency.

  2. Optimized Product Pages: Clean layouts highlighted essentials with expandable specs.

  3. Enhanced Credibility: Certifications, testimonials, and clear policies were displayed.

  4. Powerful Search Engine: Autocomplete suggestions and medical terminology filters were introduced.

  5. Personalization Features: User accounts enabled preferences, history tracking, and recommendations.

  6. Streamlined Checkout: Progress indicators and guest checkout options minimized effort.

Based on above solution below wireframes were designed:

Userflow:

Act 4: Testing and Iterating

Usability Testing:
We conducted usability tests on the revamped design with 5 participants.

Feedback and Iterations:

  • Successes: Users appreciated the logical navigation and quick filters.

  • Challenges: Some users still found advanced filters overwhelming; we simplified options further.

  • Adjustments: Improved visibility for certification badges and added a "Need Help?" sidebar for support.

Act 5: Results

While quantitative metrics are confidential, user feedback highlighted:

  • Increased trust and satisfaction.

  • Faster task completion for browsing and checkout.

  • Positive client testimonials, e.g., "The site feels like it understands what surgeons need."

Act 6: Reflection and Learnings

This project reinforced the importance of:

  • Collaborating effectively with engineers to implement robust back-end systems.

  • Balancing user needs with technical feasibility.

  • Using research to validate assumptions and guide design.

Act 7: The Road Ahead

Future opportunities include:

  • Mobile optimization for on-the-go professionals.

  • Predictive analytics for inventory shortages.

  • Integrating AR for product demos.