2023-2024
Shaping the future of digital commerce in med-tech
Medical device manufacturer B2B eCommerce - Streamlining cart management to simplify the purchasing process for healthcare distributor
Role
Lead Product Designer
Client
Boston Scientific
Year
2023-2025
Project overview
Impact summary
These initiatives have modernized the purchasing process for healthcare distributors by streamlining workflows and reducing reliance on manual ordering methods like emails, texts, and calls. By transitioning to an automated, commerce-driven system, Boston Scientific is redefining digital commerce in medical technology—delivering a seamless, user-friendly experience on par with leading consumer platforms.
The highlights
65%
of add-to-cart actions occur from the favorites list
3+ hours
daily users saved 3 hours a week on average in the ordering process
3X faster
process from adding products to the cart to completing checkout
The problem
Healthcare professionals work under constant pressure and need an efficient, intuitive ordering experience to quickly fulfill physicians' requests. However, our current B2B e-commerce platform has usability gaps that slow down their workflow, often requiring support from customer service or sales representatives. We are making series of enhancements across the site to optimize the self-service experience and streamline the ordering process. These improvements aim to enhance speed, clarity, and accessibility to reduce friction and help them focus more on patient care.
The solutions
Streamlining the quick ordering process through Favorites list
User insight
We discovered that 63% of users rely on the favorites list daily, but inefficiencies such as the inability to bulk add items and disruptive cart pop-ups hinder productivity and satisfaction.
• Users could not add selected items with specific quantities
• Users could only add all items at once or one by one
• Disruptive cart pop-ups hindered productivity
"It'd be nice if I could put my quantities in and whatever I need at once, because every time I do, I have to wait for it (cart pop-up), hit continue shopping." - quote from an interviewee during our user interview
Enhancement details
Bulk add and remove capabilities
Selectable checkboxes: added checkboxes to the first column of each line item, allowing users to select multiple products at once
Efficient bulk management: enables users to add or remove multiple items simultaneously, reducing repetitive actions
Improved productivity and accuracy:saves time and minimizes ordering errors by streamlining bulk operations
Streamlined quick add-to-cart experience
Flexible selection and quantity control: users can add specific items with customized quantities
Clear visual feedback: the 'Add to cart' button now features a circular loading animation while action is processing assuring users with clear visual cue
Non-disruptive confirmation: a flash message in the right-hand corner confirms successful additions, eliminating disruptive pop-ups ensuring maintaining workflow continuity
Creating a favorites list experience
Search products by product number panel: users can quickly input product numbers to add items without navigating away from the favorites list
Minimized search effort: improving efficiency for experienced users familiar with product codes
Seamless integration: ensuring a smoother, uninterrupted workflow by keeping users within their primary task environment
Self-service experience
Enhancement details
Order history page
Search capability: added a search box to enable users to look up orders by purchase order number or specialty
Accessibility:
• write content in sentence case, making text easier to read
• replaced acronyms with fully spelled-out words (e.g., purchase order instead of PO) to enhance understanding
• table experience: arranged Specialty column in alphabetical order for quicker scanning and improved navigation
Order details experience
Estimated delivery date: provide estimated delivery date to increase transparency and customer satisfaction
Downloadable packing slip: convenient access to downloadable packing slip for each shipment to reduce manual requests and enhance order management
Enhanced sign in experience
Show password: added a visible checkmark option to allow users to see their password while typing, reducing login errors
Improved 'Forgot password' flow: simplified the process with clear step-by-step instructions and a prominent call-to-action, ensuring users can easily reset their password
Final thoughts
These changes address key pain points and help users save time. I am continuously working to enhance the site further, aiming to improve user experience and meet business objectives, ensuring Boston Scientific remains at the forefront of digital commerce innovation in the healthcare industry.
