Pharmaceutical
Tailored usability insights enable successful launch in key European markets
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User Research
Usability Testing
Research Analysis
Our client, a global leader in continuous glucose monitoring (CGM) devices, with a proven track record of success in the US, was looking to launch into a new European market. The challenge? To better understand the nuances of this market and ensure their website would meet the diverse needs of its audience.
Knowing that a one-size-fits-all approach wouldn’t work, and that success in the USA wouldn’t necessarily translate well into a European context—a tailored approach would be needed. For this we designed a custom research study that would highlight regional complexities and the opportunities to then improve website usability.
Working closely with stakeholders we produced a study that featured in-depth interviews, usability testing sessions with target users, and a comprehensive analysis of the findings. Alongside this we aimed to capture the market’s diverse range of voices, which featured individuals with Type 1 and Type 2 diabetes, alongside those well experienced with CGM technology and those who are new to it.
By working with us our client was able to move forward into the European market with the assurance that their website would perform from release.
Outcomes
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User research conducted and shared in 3 months
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Enhanced understanding of user needs
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High impact opportunity areas identified
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Market nuances and insights identified
Challenging assumptions about customer needs
From our research, we uncovered significant differences between the audience needs of an America-focused website and those of European users. For example, the visuals and language that connected well with a US audience fell flat in Europe, with direct translations feeling awkward and culturally out of place.
Additionally, the differences in healthcare systems influenced how HCPs interacted with the website, further highlighting the need for a tailored approach. To succeed, they needed to create a website that truly spoke to their audience, reflecting the unique local needs, preferences, and contexts
Uncovering actions that built a better user experience
To solve this, we worked with our client and broke down the issue, addressing the challenges it provided with a set of prioritised recommendations. Those with the most impact included:
- Enhanced clarity and simplicity: to streamline content and to remove the ambiguity and confusion around the product website.
- Focus on user-friendly navigation: to reorganise the different site pathways and align it with a more natural user behaviour.
- Visual representation and interpretation: to incorporate imagery that would better reflect local customer bases
- Contextual language and communication: to adapt language to guarantee cultural sensitivity, clarity and relevance to the market.
A tailored approach for a successful European launch
Overall, the study revealed significant differences between US and European users, from the impact of healthcare system structures to the cultural nuances of language and visuals. With these insights, we were able to give our client a prioritised list of impactful recommendations to better connect with their new customer base, whilst enhancing usability. These allowed our client to move forward with their product launch with clarity and confidence, ensuring their website met the unique needs of their European audience and supported a successful market entry.
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