A world leader in the design and manufacture of medical devices used in cardiovascular surgery, Vascutek Ltd has a vast distribution network, exporting to more than 90 countries worldwide.
Despite being an internationally successful brand, their website didn’t reflect the quality of Vascutek’s products or services. With a dated design and confusing content hierarchy, it struggled to offer clear user journeys for its core audiences – healthcare professionals and patients.
Brand values, goals and website strategy
Our task was to deliver a new website that would better reflect the Vascutek brand, surface key content and elicit the ‘same strong relationship’ that their customers experienced offline.
To achieve this we worked closely with the Vascutek team to develop the requirements for the website, right down to specific technical details and content type by individual audience.
Customer-focused content and user journeys
One of the key challenges was evaluating what content should be saved from the existing site and restructuring it to create clear user journeys. We achieved this through a series of workshops in which we guided the content development, placing priority on clinical professionals and distributors.
As the products were to be the focus of the new site, we developed a bespoke product module to allow clinicians to easily search for and filter products through an ‘anatomical man’ and options to search by product name, code or category.
Bespoke interactive map searchable by region
We also customised an interactive distributors map searchable by region. A really useful feature, this is accessible via a side-floating contact button, creating a permanent CTA no matter where you are on the website.
In a radical departure from the existing site’s dated, text heavy design, we created a fully responsive site with a fresh colour palette using subtle patterns and textures to create visual interest. Photography of surgeons and patients was incorporated to introduce a more personal, human look and feel.
Valued tool for Vascutek and their customers
Since launch, Vascutek has already experienced a significant increase in website traffic with positive feedback from the company’s global distribution network.
Equally importantly, Vascutek's marketing team are benefiting from their new Processwire CMS, saying:
'We are incredibly happy with the functionality that 999 has given our new site. Before our collaboration, there were limitations regarding site navigation and updates. 999 have provided us with an easy-to-use back end interface that allows each member of our team to contribute and add to the newly designed site. Their design guidance was invaluable and really helped the team bring our company brand to life. 999 has provided us with a fantastic tool that allows us to continue to grow and develop moving forward.'