ConvaTec
me+ Hub
ConvaTec
Role: Concept, UX/UI, Dev
Client: ConvaTec
Date: 2017
me+ Hub serves as a lifestyle resource for people living with an ostomy. This unique location provides curated ostomy content, product information, and access to a community of individuals living with an ostomy.
The Task
A New Journey Begins
The ostomy me+ program’s web presence was in need of reevaluation. There was a lot of content users could engage with, but it was located in different places across the site. The majority of valuable content was mixed in with corporate content, general ostomy information, and product / sales content. Overall, the pages needed to highlight the value of the program.
The Challenge
Content Over Here,
Over There, Everywhere
With a mix of editorial content, general product and care information, in-depth product related content, and broader company information, it became confusing for users to navigate to what they needed. The client and users both were in need of better organization and a plan to handle all the content.
Analytics showed there was a significant drop in engagement once users became customers of ConvaTec Ostomy. Once you gain a customer, why should they stay around?
The Hurdles
Stepping up
& Looking Forward
- The me+ program had 5 branches setup previously, but none were fully planned out.
- User testing showed users were looking for more content from each other and less from a brand/business.
The Solution
Where Products, Community,
and Brands Intersect
A standalone destination was built to house all the program content in one easy-to-navigate location. General ostomy content remained separate from this new hub. This content would funnel users towards the hub based off of where they are in their ostomy journey.
The Four Sections of me+
Proper landing pages for each of the brands major sections
Care
Ostomy product related support from ConvaTec
Community
User submitted stories, Influencer program
Answers
Topic based content providing tips and ideas for living with an ostomy
Style
OstomySecrets, clothing related tips & products
Organization by Topic
Additional landing pages for each of the main topics the content covers
Article Pages
Updated layout for articles that put content first
Component Based Design
Built in components for future testing
The content is database driven in Umbraco, but we also added a few new components to be swapped as needed. Every page has a few of the building blocks built in. All that is needed is time to see how they perform. We designed the conversion related pieces as interchangeable blocks to enable more A/B testing to better meet user needs on a page-to-page and section-to-section basis.
