Future-Proof Purchase Flow for a Med-Tech Company
Butterfly Network is a med-tech company supported by the Bill & Melinda Gates Foundation, committed to transforming patient care through the world’s first semiconductor-based whole-body ultrasound. They asked for our help simplifying navigation and designing new purchase flows.
The challenge
With the launch of new ultrasound probes and revised membership plans, Butterfly Network needed a smooth and effective purchase flow to manage complex offerings and simplify navigation for diverse customers.
The previous model was still on sale, which led to the question of how to highlight the improved quality of medical images provided by the new probes. Highlighting these differences was essential as it is a key deciding factor for potential buyers.
Flexible Workflow
Our goal was to design a flexible purchase flow that could easily expand in the future and support a multilingual customer base. To achieve that, we collaborated closely with Butterfly Network and explored various user paths for product selection.
Leveraging internal research and client surveys, we clarified the necessary questions and options for the purchase flow. Based on insights from Hotjar, we tested multiple mockups and prototypes to identify the best solution.
The Outcome
We developed a multi-step linear purchase path, guiding users step-by-step through the process. Each step was summarized with a tile containing information about the chosen option.
We used a slider tool to compare image quality provided by the probes, which is particularly effective on mobile screens. The final design provided a transparent, intuitive shopping experience.