NY Blood Center
Healthcare
Scoped, designed, and conducted staff and stakeholder interviews and quantitative analysis of site metrics for a re-design and go-to-market strategy as lead researcher.
Blood, plasma, and bone marrow donors, hospitals and emergency services units buying blood products through a private e-commerce platform, and scientific researchers all rely on the same multilingual, multisite structure.
A full re-design had to serve every one of these audiences, but there were no clear business requirements or benchmarks to design against.
Conducted 13 staff and stakeholder interviews to determine business requirements.
Ran quantitative analysis of site metrics across page flows, interaction patterns, and engagement funnels.
Shaped go-to-market strategy for conversion funnels, e-commerce transactions, and engagement with research content.
Established the roadmap in 4 weeks
Established meaningful benchmarks for the re-design and launch
Reduced design time by 68% by defining the core experience early
- NY Blood Center Marketing Director