Business Goals

To ground the design in real user needs, I conducted secondary research and stakeholder interviews to define the target audience: home caregivers, health-conscious consumers, and individuals managing ongoing medical needs at home. Across these groups, three pain points emerged consistently:

• Trust gaps: Users are skeptical of unfamiliar medical brands online and look for clinical credibility signals (certifications, clear usage instructions, return policies).

• Product comprehension: At-home diagnostic devices require more explanation than typical consumer products — users need to understand how and why before they'll buy.

• Support access: Users want clear paths to customer service before, during, and after purchase.

These findings directly shaped three design priorities: visible trust signals on product pages, rich product education content, and prominent support access throughout the site.sion about product functionality.

• Concerns about safety or effectiveness

• Customer support.

Competitive Analysis

I analyzed direct competitors (Omron, iHealth, Withings) and indirect competitors (Amazon Health, CVS) to identify what builds trust in health e-commerce. Key takeaways:

• Social proof is non-negotiable: Top performers feature verified reviews, star ratings, and user-submitted photos prominently on product pages.

• Certifications front-and-center: FDA clearance, CE marks, and clinical study references appear above the fold on leading health brands.

• Education as conversion: Brands like iHealth use explainer videos and comparison charts to reduce purchase hesitation — the equivalent of a pharmacist recommendation.

The opportunity for @AL21: most competitors inherited clunky UX from medical/clinical backgrounds. A clean, consumer-grade shopping experience with embedded credibility signals would be a differentiator.