Telebionix | My Site

WEBSITE

Telebionix Redesign

DURATION

March 2022 - April 2022

2 weeks

COMPANY

Telebionix

TEAM OF 2

Product Designer: Aline Saruhashi

Full-Stack Engineer: Tomas Angelini

Overview

My role

As a solo product designer, I worked closely with my engineer and co-founders while leading the discovery process, research, branding, sketches, prototypes, usability testing, final screens and copywriting.

About the client

Telebionix is a healthtech innovation startup headquartered in California. Their product, Remosense, is a clinical-grade, smart, handheld device allowing patients to collect accurate and precise measurements on key vital signs anywhere and instantly relay them to their clinician.

Telebionix is tapping into a 485 Billion dollar market, where their target within that is the $367B encompassing telehealth and remote patient monitoring markets.

The challenge

As an early-stage startup, Telebionix's main goal is to attract more investors and partnerships to grow the business. At the time they reached out to me to redesign their website, there was a big networking conference coming up where they were going to meet many potential investors who would be accessing Telebionix's website as their first point of contact with the startup. For this reason, the project had a very tight deadline of 2 weeks.

Telebionix's original website only highlighted its product, Remosense, instead of the solution they provided for patients, doctors, and telehealth representatives — right care at the right time. In addition, the original website presented a very low number of visitors and, consequently, overall engagement.

How can we attract more investors and encourage them to make the initial point of contact with the company?

Problem Statement

We managed to release the new website in 2 weeks, just in time for the networking conference that the startup was going to attend. The project was fully embraced by the startup's board, and it was a very important milestone for Telebionix.

In a span of 6.5 months after launching the new website, there was an increase in email traffic by more than 300% and in monthly website traffic by more than 1000%.

Solution

Research

Interviews and Shadowing

Goal: I conducted 5 interviews to better pinpoint the main issues of the original website.

Key takeaways

Lack of understanding as to what the company is and its value proposition;
Lack of relevant information for investors;
Weak branding;

I went through the entire website, but I'm still confused. Are they a telehealth company?

I'm not sure if I understand exactly what is being offered; there is no consistency with the animations and the design of the website.

I don't know what the company wants us to do. Are they still seeking for investment?

Ideation

Competitor analysis

Goal: I analyzed 10 direct and indirect competitors to reveal industry norms and key features on their websites.

Screenshot of competitor analysis focused on the UI

Informational Architecture

Goal: Laying out the content of each page of the platform in a manner that leads users to perform the desired engagement of making the first point of contact with the startup.

I have drafted the information architecture for the old website to better visualize how it was structured. The original website was divided into 8 different pages that showed a lack of logic in structure and repetitive content. For instance, the page "Feature Projects" had the exact same information as the page "Remosense".

Design implication:

The new IA condensed the website into 4 well-defined pages that coherently organized the information and content necessary for the target audience.

IA before

IA after

New features

1. Solution-focused content redesign

Joining Telebionix, it was clear that the brand identity on the website was lacking — the overall content had no clear strategy. It was my duty as designer to make every element of the website tell the right story to the right audience. For this reason, all copywrite, images and illustrations were redesigned to communicate the idea that Telebionix is a solution-focused company, rather than product-focused. Adding a section on the homepage explaining the problem that the startup is trying to solve, as well as how its product will help the end-users were some of the tactics I used to support the solution branding strategy adopted on the new website.

New typography and color palette

Section explaining the problem

Section explaining the user-benefits.

2. Nailing the value proposition

Having a clear understanding of what Telebionix is and its value proposition is key to spark investors's interest in the company. The original website's hero section failed to address the value proposition of the company. In the new website, I made sure to emphasize the value proposition at the hero section and include a CTA button that directed visitors to the "About Us" page dedicated to showcase information on the startup's mission, story, team, and values.

Hero section

About Us page

3. Investors Page

Adding a page dedicated to investors was an evident strategic move to appeal to this very specific and important audience at this stage of the startup. Potential investors are presented with qualitative and quantitative reasons to invest in the startup, as well as a list of current partnerships and investors.

Investors page

4. Contact form

More important than attracting more investors was to have them get in contact with the startup and, potentially, establish a relation. For this reason, the main CTA button for the website directs the visitors to a straightforward contact form with reassuring copy and other ways to get in touch with the company.

Evaluation

User testing

After finalizing the designs, I created an interactive prototype of the website and conducted user testing with 5 participants.

Goals

Have the user explain what the company is, their value proposition, and problem it is trying to solve;
Show why they would invest on the company;
Find how they would get in touch with the company.

Findings

All participants were able to explain what the startup is, as well as the problem it is trying to solve by scrolling through the homepage. When asked how they would navigate the website as a potential investor, all of them quickly went to the Investors page and interacted with the CTA button to get in touch with the startup. In addition, their first impression of the UI of the website was very positive, and they expressed that it felt clean and easy to digest.

As a potential investor, having an Investors page is key to encourage me to make that initial contact. It not only saves my time, but also makes it clear that the startup is still seeking for investment.

The content of the pages is very straightforward; it builds credibility and makes me want to learn more about the startup.

I appreciate that there are different ways to contact the company. I would most likely use the contact form, but having their email address and phone number ensures that I will be hearing back from them.

Results

You can check out the new website here!

Final design

Success metrics

Email Website Traffic

Given that the main goal of the startup at this stage is to attract more investors and partnerships, the performance of the contact form CTA is a strong metric to track the number of visitors who are getting in touch with the company via email. In a span of 6.5 months after launching the new website, there was an increase in emails traffic by more than 300%.

Monthly Website Traffic

Another important metric is the monthly website traffic. In a span of 6.5 months after launching the new website, there was an increase in monthly website traffic by more than 1000%.

Reflection

Constraints

Some research is better than none

This was a project with a tight deadline (2 weeks) and low budget which led my client into thinking that the research stage could be skipped altogether. Yet, I knew that conducting research was crucial for validating my client's assumptions, so I conducted a quick yet effective research in a span of two days where I was able to pinpoint the specific areas for improvement on the original website. Even though the research stage was not as thorough as I'd like, I strongly believe that some research is better than none.

Lessons Learned

Project management

Working for an early-stage startup means wearing many hats and dealing with limited resources, and this project involved both. I had to put my project management skills to the test since my first client meeting, when he asked me to recruit a full-stack engineer for this project and create a breakdown of the project with timelines for research, ideation, design, and development. This was my first time navigating the area of project management, but I was happy to realize that there is a huge overlap between the role of product designers and PMs, such as strategy, research, effective collaboration and communication.

Collaborating with my engineer

This was the first professional project of my engineer, so strong collaboration and knowledge sharing were important throughout the entire process. Knowing the fundamentals of web development (CSS3, HTML5, and JavaScript) allowed me to think more technically when coming up with design solutions and understanding what was possible to implement within set timelines. Aside from creating a thorough handoff document, I made sure to do daily check-ups and answer any questions during implementation. I also conducted 3 design reviews to make sure that all elements aligned with the design.