Medline is one of the largest medical supplies providers in the country. What you may not know is that they also have some great direct-to-consumer products such as Ignite. This is a product line geared for those on-the-go who need to feel fresh quickly after a run, the gym or just being all day on the job before they get to the next event on their packed schedule. Medline needed a new e-commerce solution to make some noise in this already crowded space. We needed to quickly explain the product benefits, while having supporting content that’s central to their target audiences. Ignite is all about movement, so we needed a creative way to intertwine movement and stories into their solution.
So much of Ignite is about lifestyle. Those who are busy and running from work to sports, or to that extremely important meeting over dinner and drinks. Their site and content needed to support this lifestyle brand, and reflected throughout the entire digital experience. While keeping the central focus on the product was imperative, we also tied this into sports and music events across the country with content appropriate to their target audiences. By invoking movement through video and custom motion graphics, we were able to elevate this brand in a fresh way.
We started with Discovery in Medline’s office in the Northern Chicago suburbs. We need to understand their product as well as their own team.
Next, there is extensive content and competitive analysis. This work results in identifying tremendous insights into what content has performed in similar products for similar audiences. To ensure the user is always at the center of the entire experience, personas are developed to illustrate and summarize the variety of their customer groups. We were able to combine the strategic approach with data-driven research.
All of this rolls up into the digital strategy, which drives the wireframes. Then, instead of spending weeks looking at static design documents, we go directly into prototyping, allowing a hands-on and collaborative approach for all involved.
We sourced video that would reflect their audiences, while creating motion graphics to visually augment the product.
Lastly, working with their teams, we worked to fold the technology into their existing stack – allowing for one, consolidated platform and avoiding disparate systems.