B2B2C Software & Hardware Medical Technology
Laborie
Product Overview
Provides software and hardware solutions to over 110 countries worldwide.
Founded in 1967, they pioneered medical technology in the fields of urodynamics. In 1984 they became the first company to to commercialize a computerized urodynamic system.
They provide 50+ products and educational resources (including live and online courses, webinars, and events).
They serve medical companies & facilities, practitioners, and patients.
Laborie is a global medical technology company dedicated to improving patients' lives by providing innovative diagnostic and therapeutic solutions. They specialize in specific medical fields, including Urology, Urogynecology, Gastroenterology, Obstetrics, Gynecology, and Neonatal Health. The company focuses on delivering high-quality technologies that help clinicians and hospitals achieve better clinical outcomes for their patients.
110
Countries Worldwide
Sells their products in 110 countries
and has offices in 11
53
Products
Operating in the Medical Instrument
Manufacturing industry
#13
Industry Ranking
Out of 760 active competitors
in its sector
Role
Senior UX Designer
Responsibilities
User Research, IA, and UX & UI design
Surfaces
Fully responsive
Duration
Nov 2018 - Apr 2019
The Challenge
01
What & Why: Users needed an optimized user flow and an intuitive navigational structure because the existing disorganized layout created constant friction and left them feeling lost.
Frictionless Journeys: Replace navigational confusion with a seamless, user-centric flow that empowers every visitor to reach their destination with clarity and confidence.
02
What & Why: Users needed an intelligent, intuitive search system and clearly defined content relationships because the existing basic search and lack of structure made it nearly impossible to find specialized, high-value information.
Filter with Precision: Establish relationships between products, technical specs, and case studies, and implement specialized filtering and “smart” results allowing the user to bypass generic content and land on the specific data they need for decision-making.
03
What & Why: The Laborie brand needed a modernized digital platform because the current website failed to reflect its evolved identity and the full scale of its expanded portfolio.
Brand Authenticity: Evolve the digital presence into a cohesive brand experience that accurately reflects Laborie’s current market leadership and the full breadth of its innovative solutions.
04
What & Why: Internal product and marketing teams needed a more robust, scalable CMS because the existing WordPress site lacked the technical depth to efficiently manage and maintain dozens of complex products and services.
Enterprise Scalability: Replace a restrictive legacy framework with a high-performance, scalable ecosystem that empowers internal teams to manage complex product portfolios with precision, speed, and zero technical friction.
05
What & Why: The organization needed a comprehensive SEO strategy and targeted content pages because the absence of a structured keyword approach prevented them from capturing high-intent traffic, quality conversions, and capped their ranking potential.
Global Authority: Maximize visibility and authority within the medical community by integrating a sophisticated SEO framework that aligns digital content with the specific search behaviors and needs of a global audience.
01Solution
Performed an on-site, full-day persona study at the corporate office to identify primary user groups and content requirements.
Results
Provided a data-driven foundation to determine exactly what information each specific user type needed.
02Solution
Built a customized content structure and user flow tailored to healthcare professionals, patients, and caregivers across three medical divisions.
Results
Ensured the site navigation and organization accommodated the distinct needs of all major personas and brand categories.
03Solution
We initiated the brand’s evolution by developing a strategic moodboard to align stakeholders on a visual language that signals authority, innovation, and clinical excellence. This design direction was used to create a unified digital style guide that replaced the fragmented messaging with a cohesive narrative, showcasing Laborie’s entire solution portfolio through a modern, high-performance interface.
Results
The transformation successfully bridged the "brand-reality gap," establishing a digital presence that finally matched Laborie’s position as a global market leader. By unifying the brand voice and visual identity, we created a consistent experience that increased portfolio visibility, stakeholder confidence, and provided a scalable platform that could grow with the company’s continued innovations.
04Solution
Optimized the URL strings and site hierarchy to prevent specific pages from being buried too deep in the structure.
Results
Maintained clear section identity and simplified navigation, making it easier for users to access deep-level content.
View examples below!
Wireframes
Product Detail
Patient Resource Center
Document Library - Resources
Video Tutorial Gallery - Resources
Patient & Caregivers Service Detail
Support Landing
Search Results
Reimbursement Help
Patient Stories
Laborie Community Involvement
Careers at Laborie
Leadership Team Bio Modal
Contact Laborie
Single Event Detail
Case Study Listing
Single Case Study Detail
News Listing
News Detail
Single Course Detail
Mockups
Home Page
Specialty Detail
Product Listing
Care Pathway Detail
About Laborie
The Pay Dirt
The resulting Laborie website provides complex content relationship mapping, intuitive and robust search functionality, a comprehensive navigation structure, optimized pages and content, various ways to access content, and much more, all in an easy-to-use, maintainable CMS: Kentico. This website update produced a 26% increase in page views and a 39% increase in conversions.
Full Feature List
GDPR compliance
Advanced faceted product search
Complex two-way content relationships
SEO services and fully optimized content & navigation structure
Persona flowcharts
Country specific course and event library and registration
Resource library with faceted search
Fully responsive website development on Kentico CMS (.net development)
