Shifting mindsets to create a better proposition and digital solution.
Orthosolutions approached 16i during a phase of repositioning for the brand and business. They had updated their branding and website in 2019; creating everything they needed to promote the business. However they had identified something wasn't working or sitting well with the new direction. What they needed was a digital partner who could help them identify these issues and optimise their online presence.
We identified from the very start that the proposition of "Getting you back on your feet" whilst factually correct was targeting the wrong audience; patients with ailments, rather than surgeons and other medical professionals. The previous site was designed too "consumer" and minimalistic, hiding everything in PDFs and downloads so not easy to access.
We reconsidered everything from information architecture to the customer journey and user experience stemming from the updated proposition of "Helping your patients back on their feet" shifting the focus back to what do the surgeons and medical professionals need to know to decide if Orthosolutions is right for their patient and their medical practice.
Clarifying the proposition and offering.
We wanted to ensure the refined proposition took centre stage to create clarity about what OrthoSolutions offer. We combined this with a simple multi-question filtering system to assist users with limited time to find the relevant content for the issues they were looking to solve, all in the first touchpoint on the site. The remainder of the homepage helps to clarify the proposition further and showcase what makes OrthoSolutions different.
Shifting from Products to Solutions.
We wanted to ensure the refined proposition took centre stage to create clarity about what OrthoSolutions offer. We combined this with a simple multi-question filtering system to assist users with limited time to find the relevant content for the issues they were looking to solve, all in the first touchpoint on the site. The remainder of the homepage helps to clarify the proposition further and showcase what makes OrthoSolutions different.
An attention to detail
Previous iterations of the site had showcased the products with some details, opting to provide more detailed datasheets as downloads. For this latest version we wanted to flip this on the head and provide more detail on the websites product listings, making it easier for the time-poor medical professionals to find what they need without having to go through numerous downloads.
