Edwards Lifesciences.

TAVI.today website

Case study

At a glance

The TAVI.today website from Edwards Lifesciences is a strategic digital initiative aimed at increasing visibility within the cardiologist community of treatment options for patients with Aortic Stenosis (AS).

TAVI is a medical procedure that involves fitting a valve into the heart without the need for open heart surgery.

Whitespace introduced a user-centered approach to the redesign effort of this site to complement the market research approach traditionally used by Edwards.

Sector

Health & Life Sciences

Project

WordPress website (2020-2021)

Activities

Participant recruitment

Discussion guide

User research (qualitative interviews)

Design Thinking workshops

Prototype

Template design and style guide

Usability testing

WordPress development

SEO optimization

Administrator and content editor training

Technologies

WordPress

WooCommerce

Google Analytics

Google Tag Manager

Adobe Marketo

Making TAVI more visible

The overall goal for this  B2B project was to improve market visibility and understanding of TAVI interventions by providing a user experience that facilitates content discovery and engages users with clear value propositions.

Furthermore, our goal was to increase website traffic through Search Engine Optimisation (SEO) and deliver a robust, performant, and secure implementation on WordPress.

Aligning market-driven goals with user needs

One of the key challenges for the client was to build trust amongst the cardiologist community, since this audience naturally seeks unbiased treatment information.

In a first instance, we therefore aimed at discovering what the current perception of Tavi.today was and what kind of information and resources cardiologists would truly value.

Our insights from this first qualitative study, involving cardiologists in three markets (UK, Germany, and Sweden), clearly indicated their needs and the shortcoming of the current site.

The perception of the site was "too much marketing" and too much content they did not need, such as "what is Aortic Stenosis". Instead, they were looking for:

  • More details on clinical studies
  • Honest comparison of TAVI vs. surgical intervention
  • Potential complications
  • Educational material for their patients
Edwards TAVI Research insights
Insights from user research study on TAVI.today
Design thinking workshop - Persona for TAVI.today
Design thinking workshop - Persona for TAVI.today

Prototyping and testing

Our next step was of course to prototype and test the new concept: a more focused website, still visual, but less of a "marketing" feel and with clear navigation to reach relevant pieces of information. The participants for this round of testing were the same as during the first round of user research.

Their reactions were overall positive, and the new (un-gated) resources section received the highest scores for "usefulness". The tests also confirmed that the cardiologists did not go for elements such as polls and interactive tools, perceived as "gimmicky". Access to facts, scientific information, and useful material such as short videos showing a TAVI intervention (rather than talks by opinion leaders) were appreciated.

edge-top-left

The previous website was a bit of a hit-and-miss - this one is a hit.
-
This site doesn’t seem biased like some (company sites). Edwards has a great product that speaks for itself.
-
I like the clear structure, there is not too much text and it's very readable.

Cardiologists in different European markets

edge bottom right

From concept to realization

We were delighted to be able to engage in this project from A to Z, working closely with the team at Edwards during the realization phase.

The multi-lingual site was developed in WordPress and delivered on time and on budget in compliance with Edwards’ security, accessibility, editorial, and brand requirements.

 

Results

 

73030087-005 TAVI_Today_header_Anatomy_640x780px

18

Qualitative interviews with cardiologists

97%

Task completion in usability testing

9

Usability tests with referring cardiologists

4

Languages supported by website

edge-top-left

Julia Borkenhagen

Julia Borkenhagen

Chief Experience Officer

The opportunity to speak to referring cardiologists in the UK, Germany, and Sweden is one I will never forget. These people are doing important work and need access to accurate and timely information about aortic stenosis and the options for treatment.

edge bottom right

More from our portfolio

medical affairs speaking with HCPs
Empowering clearer insights and better decision-making in Medical Affairs
university campus
LMS heuristic review – a world-leading university never stops learning
lightbulb innovation
Establishing a robust innovation framework for a biostatistics team

edge-top-left

Your work here?

edge bottom right