Ascensia US BGM Consumer & HCP Website Updates

The U.S. Blood Glucose Monitoring (BGM) marketing team set out to modernize its product website, aiming to better guide consumers from awareness to conversion, while adapting a new global layout template within strict CMS constraints. The focus was on transforming the standardized framework into a clearer and more intuitive experience for the U.S. market by strengthening navigation, elevating key product messaging, and enhancing usability.

As Lead Designer, I was responsible for translating business and user needs into CMS-compliant design solutions.

  • Redesigned page layouts using existing components and base styles

  • Reorganized content hierarchy to surface key product information earlier in the user journey

  • Restructured consumer and  healthcare professional navigation to resolve routing and usability issues

  • Designed healthcare professional section pages following new template for consumer pages

  • Created custom website graphics based on brand test-strip campaign artwork

  • Presented concepts and iterative refinements directly to the client to ensure clarity, efficiency, and alignment

Outcome

The final designs delivered a more intuitive, engaging experience, making product information easier to find and process. The solution successfully strengthened alignment with broader BGM portfolio objectives that balanced global consistency with local market performance.

Role:
Art Direction, Design Lead, UX, UI

Deliverables:

  • Concept development & design execution

  • Image sourcing and visual direction

  • Responsive design of an adapted global template for the U.S. market

  • New digital graphics inspired by the brand’s test-strip campaign

  • Developer notes and assets

    • Zeplin handoff for development production

Collaboration:

  • Ascensia Diabetes U.S. BGM Marketing Team

  • Rightpoint – responsible for the development and production

Evolution of layout

Final designs for consumer site

Final designs for HCP site

Development production notes in Zeplin

Recommended user flow for HCP’s with & without an account ordering product samples