The Product:
In 2021, we designed a fully responsive website for Amplifon Hearing Health Care, an American brand of Amplifon Group working with Health Insurances in the United States.
In 2021, we designed a fully responsive website for Amplifon Hearing Health Care, an American brand of Amplifon Group working with Health Insurances in the United States.
Project duration:
6.5 months (kick-off to launch).
6.5 months (kick-off to launch).
Role and responsibilities:
I worked at the project as Product Owner and Experience Specialist. Main responsibilities involved performing preliminary Information ecology analysis with major stakeholder, defining archetypes and related information architectures and customer journeys; developing the UX and UI design scope, coordinating the design system enrichment; writing user stories, responsible for agile ceremonies success; content creation and contribution process definition and roll-out.
I worked at the project as Product Owner and Experience Specialist. Main responsibilities involved performing preliminary Information ecology analysis with major stakeholder, defining archetypes and related information architectures and customer journeys; developing the UX and UI design scope, coordinating the design system enrichment; writing user stories, responsible for agile ceremonies success; content creation and contribution process definition and roll-out.
Challenge and goals
The challenge:
The challenge for this website was the necessity of talking with 3 main, different audiences (patiences, providers and health insurances groups), yet being able to convey a consistent brand experience, both for organic and paid traffic needs.
The challenge for this website was the necessity of talking with 3 main, different audiences (patiences, providers and health insurances groups), yet being able to convey a consistent brand experience, both for organic and paid traffic needs.
The goal:
All the different audience had specific success KPIs, mainly addressed to improve lead generation and brand awareness.
All the different audience had specific success KPIs, mainly addressed to improve lead generation and brand awareness.
Understanding the user
Primary research was conducted mainly conducting qualitative and quantitative surveys, followed by additional interviews. Indeed, the first crucial step was to deep-dive the so called Information Ecology. It is composed of users, content and context which address the complex dependencies that exist in an information environment.
We deep-dived B2C and B2C needs, providing AHHC team with a questionnaire for the collection of preliminary information. We then defined the three main archetypes (patiences, providers and health insurances groups), with related customer journeys, considering specific needs, touchpoints and pain points.
Design phase
Specific conversion paths were identified for all archetypes, matched with the content needs into the definition of a unique, consistent information architecture. Defining the information architecture, we faced a major challenge: find a usable and efficient way to communicate with the 3 targets, in a consistent, seamless brand experience, yet being able to address all specific content needs.
In terms of UX and UI design, we followed a standard path by starting from concept definition, wireframes designs followed by responsive UI definition into 5 viewports. We started form the Amplifon Design System, aiming to enrich UX components for a better B2B communication. We followed the Atomic design approach, to leverage on existing components yet ensuring the right level of flexibility for content strategy and target-specific storytelling needs.
AA WCAG Accessibility standards were ensured by design for all components; we relied to AAA standards for copy-content oriented components.
Delivery
We went live in 6.5 months after the kick-off, with a complete website of more than 220 indexable pages, plus more than 200 landing pages.
