SEQIRUS FLU360 WEBSITE REDESIGN
Seqirus is a global influenza vaccine company developing innovative solutions to ensure epidemic and pandemic preparedness throughout the world.
How does Seqirus create a new website experience for existing customers while addressing concerns with the current functionality during a pandemic?
THE PROBLEM
Existing Seqirus customers frequently call the Customer Service team for help because they aren’t able to find a way to pay invoices or place orders online. Based on this insight, we hypothesized that customers were not aware that they could access this information in the My Account section due to the existing information architecture of the website.
MY ROLE
I am one of two UX designers on a team of two account managers, two analysts, a UI designer, a creative director, a strategist, and a project manager. I am responsible for creating the wireframes using Axure, Google Sheets, Google Slides and Google Docs.
OUR PROPOSED SOLUTION(S)
Our analytics assessment revealed that customers did not realize that they could pay their invoices and place orders in the My Account section. We decided to design a customer portal to differentiate the logged in experience and give customers the tools they need to complete their tasks.
CHALLENGES I FACED
During ideation, we went through several different navigation concepts that initially did not completely satisfy customer and business needs. One design concept that we prototyped displayed the navigation bar horizontally, much like a traditional menu. After usability testing, we discovered that this display did not prioritize the logged in user. As a result, we restructured the navigation to display vertically as an ever-present left-side navigation bar optimize way-finding - especially for orders or invoices.
MY MEASURES OF SUCCESS
I will know we are successful when the majority of customers are able to successfully pay invoices and place orders without needing additional support from the Customer Service team.
WHAT I LEARNED
Because of this website redesign, our team was reminded of the importance of usability testing when exploring new navigation concepts. It ensured a seamless user experience before putting in development effort.
