Finding business and user harmony on EES's first mobile site

Ethicon-endo-surgery (EES) is a subsidiary and operating unit of Johnson & Johnson. They build medical equipment, primarily endoscopic devices for surgery.

Early in the initial days of smart-phones, before responsive design existed, EES understood the value of giving surgeons access to manuals, information and other relevant device information as they needed it in real time. This insight motivated the creation of their first mobile site for surgeons. I was tasked with defining the strategy and design of a site for mobile that not only supported surgeons, but also sales professionals working directly with them in medical environments.

Approach

Content, business and UX strategy were central to the success of this project. I began, first by interviewing surgeons and sales professionals to understand context, information needs and requirements. I was then able to convert this information into interaction models and strategy that informed design.

Results

The project was extremely successful. The initial engagement went so well, they asked me to provide redesign for their Drupal CMS. Once live, surgeons gave direct feedback to EES praising the work. Moreover, the same feedback from sales staff helped consolidate the success.