A Better Biomedical Experience
Biomed Global is a biomedical company that provides top quality medical products and solutions. They believe in the power of bringing together people and medical innovations to shape the future of the healthcare industry and improve the quality of life. To align with the company’s vision of being recognized as the gold standard in the industry and as a channel partner in the South East Asia, we created a set of new graphic elements—which are inspired by the DNA/Helix structure—to better communicate the brand’s positioning. The result is an impactful, modern, and innovative brand that stands out amongst competitors.
Clarifying Purpose – Rebranding Biomed Global into a Thought Leader
THE CREATIVE CHALLENGE
Biomed Global was losing credibility and clarity in its digital presence.
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Brand identity lacked coherence and failed to articulate core values
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Website structure was confusing, leading to poor user experience
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Users struggled to find key information, contributing to high bounce rates
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Design looked dated and undermined Biomed’s standing in the biomedical field
THE OUTCOME
Harnessing design clarity and structure to build trust and leadership.
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Created a focused brand narrative to express Biomed’s vision and value
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Restructured site architecture for intuitive navigation and usability
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Refined UI design with bold blue tones, clean typography, and abstract visuals to signal modernity and expertise
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Positioned Biomed as a confident, modern player—the new “gold standard” in biomedical communications
THE DIFFERENCE
CONDUCTING UX RESEARCH
In order to improve and create a better UI/UX experience for the targeted users, we started off the process by conducting a user-centered analysis of Biomed’s previous website. The analysis contains the creation of user personas, followed by a series of user-testing sessions where we observe how the targeted users navigate the website. This helps in identifying the pain-points users face while using the website, and eventually lead us to making recommendations to improve the overall UI/UX design of the website.
ORGANISING THE INFORMATION ARCHITECTURE
The next step in the process, after we’ve gained clarity on user needs and identified issues with the old website, is re-organising the Information Architecture (IA) of the website. A well thought-out IA focuses on organising, structuring, and labelling content in an effective and sustainable way; this ensures that the new website will help users find information and complete their respective tasks more easily. A site map is then created after conducting a card sorting session with the user.
THE USER INTERFACE (UI) DESIGN
"Biomed Global's new website design reflects the brand's position as the gold standard in the biomedical industry."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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