Benadryl Desktop & Mobile Website Usability Case Study


Background: One of Element’s consumer healthcare clients markets an OTC product to help relieve allergy symptoms. The company had recently redesigned the product’s website and mobile site and they wished to obtain consumer feedback regarding the new sites’ usability. Management recognized that easy-to-use and optimized sites would ensure that visitors were able to quickly obtain the information about the product they desired, download product coupons, and have better perceptions of the brand overall.

Business Question: What potential points of confusion are there to both versions, now that the sites have been redesigned? How could the sites’ features, navigation elements, and iconographies be improved to ensure the best site experiences for potential product users?

Approach: Element conducted one-on-one in-person usability tests with moderate to heavy allergy sufferers who use the Internet via computer and mobile phone regularly to obtain health and medical information.

Outcome: We identified roughly 20 key improvement points or action items that the client undertook to revise the regular and mobile versions of the website. These included changes to dropdown menu items, edits to the way the widget worked, revisions to the order of FAQ items, additions to product descriptions, and improving the functionality of the mobile site version to help users quickly find products by geographic location.

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