COOPERSURGICAL MEDICAL DEVICES

Boost Sales with a Simplified User Experience

SEO & SEMWeb Analytics & MeasurementWebsite Design & Development

The
Challenge

Our
Approach

The
Result

When site visits and sales are closely connected, it’s important to create a user experience with clear and accessible navigation and design, regardless of the device. D2 Creative was charged with the task of simplifying our client’s catalog site – with over 2,000 products – and reimagining their education and customer service areas.
To create this catalog site, we developed a more logical site structure with simplified navigation that requires fewer clicks to locate products. In doing so, we were also able to create an education center and video library for customers seeking more information about CooperSurgical’s products. And while much of the focus is on the consumer’s experience, we also needed to ensure the website was simple to update. We built the product section on an eCommerce platform, streamlining the experience with intuitive navigation, allowing the client to maintain their product catalog.
With an intuitive and efficient redesign, we created a website that provides a welcoming user experience to consumers while positioning the client as a leader in their field. As a direct result:
  • There are fewer online service inquiries, as customers get more of the information they need through the site.
  • Traffic to the educational components of the site has doubled.
  • There’s been a 15% reduction in the number of pages viewed per visit, as users find their way to the page they need more quickly.

Web Design & Development

Mobile Web Design & Development

Coopergenomics

Serving a Global Audience with an Adaptable Site

Branding Design & DevelopmentSEO & SEMWebsite Design & Development

The
Challenge

Our
Approach

The
Result

CooperSurgical acquired three pioneering, reproductive genetic testing companies, overnight becoming a market-leading provider of preimplantation genetic testing. The audiences for these products were historically IVF professionals and clinicians; however, several products were going to be marketed directly to consumers in both the US and abroad. Compounding the complexity, the products are labeled and marketed differently outside the U.S. CooperSurgical looked to D2 Creative to unify the positioning, combine the websites and organize their overlapping product offerings. Our challenge was twofold: serve a global audience with a single site, and give a “friendly face” to cutting-edge science and technology.
An Unintimidating Look and Feel A key audience for the site is couples looking to start families. So they featured prominently in our design. To help explain complex scientific content, we employed simple illustrations and iconography. The navigation was streamlined to allow quick access to content and improve the brand experience. Product content was organized into “Who? What? Why? How? and When” categories, making it easier to understand.
Geo-Location Based Content Depending on the geographic location of the user, the new site had to present regionally-appropriate content. Using browser geolocation detection we are able to switch out product names, page content, navigation elements and images based on each visitor’s location. What’s more, all of this happens “behind the scenes” within one site, without the need for separate administration or publishing. Maintaining multiple websites can be expensive. By creating one site that serves consumers globally, we were able to significantly reduce costs and workload for brand managers. From a design perspective, we delivered an experience that evokes compassion while still maintaining CooperSurgical’s commitment to advancing the field of reproductive genetics. From front end to back, we’ve created a site that allows our client easy site maintenance while providing a welcoming experience for visitors.

Branding

Web Design & Development

Mobile Web Design & Development