Global websites selling Abbott’s Freestyle Libre glucose monitoring device are outdated, inconsistent, and in need of redesign. An internal Abbott team proposed a project to update the experience but needed a way to help sell the idea and obtain budget from their board of directors.
Define and design a user journey map that follows a user through their path to purchase of Abbott’s Freestyle Libre glucose monitoring device. The map needed to cover a user’s journey across 15 inconsistent sites from as many countries, provide insight into user emotion, and offer UX and UI recommendations based on a comprehensive set of heuristic criteria.
My Role: Senior UX/UI Designer
Key Activities: Research analysis, heuristic review, user journey map design and direction.
Experience inconsistencies between European Freestyle Libre ecommerce sites include branding, content, and design.
After reviewing research supplied by Abbott, we conducted a heuristic review of 15 Freestyle Libre ecommerce sites from various countries. Research analysis and results from the heuristic review were used to outline a journey framework under five stages in the purchase path: 1. Awareness, 2. Consideration, 3. Signup, 4. Purchase, 5. Return.
Actions, pain points and emotions, and opportunities were identified within each stage. The map was presented in Germany and proved successful in obtaining buy-in for unifying and redesigning the Freestyle Libre ecommerce experience under a single platform.
