In 2021, the healthcare division of General Electric collaborated with Wunderman Thompson to modernise and redesign the GE Healthcare ecosystem. The task was to deliver a web experience that is as innovative and efficient as their products.

Responsive Web Design
Interface Design
Wireframing
Design System
B2B2C

The first task was to redesign the brand pages ['About Us' and 'Homepage'] to set the look and feel.

A bold vision was required for the future of GE Healthcare’s digital experience. The aim was to build a digital ecosystem that generated customer intelligence, anticipated their needs, and supported them throughout their journey with GEHC.

The hero section of the 'Product Listing Page' on desktop and mobile

I joined the team in April 2021, collaborating closely with the UX Designer and Design Director as the project's sole UI Designer.

The team identified actionable tasks based on insights gained from user research.

A comprehensive audit effectively highlighted the problems in the current web structure.

Strategy and research quickly took the front and centre in a project on this scale, with many existing microsites with different design elements already in place.

The vision behind the transformation was to be the go-to place for healthcare professionals.

The UI effort initially focused on high traffic pages that pay a key role in product journeys, such as: specialty pages, product category pages and product pages.

'Product Category Page' on mobile

Another UI challenge was to connect the dots between the GE Corporate redesign —delivered recently by Wunderman Thompson— and the existing design system that is utilised in GEHC's softwares: Edison Design System.

General Electric corporate website

Edison Design System [EDS]

The purpose of the 'Specialty Pages' was to help healthcare professionals discover the latest updates in their area of expertise and guide them to relevant products or solutions, even those they may not have known to seek.

Specialty page for radiology on mobile

Specialty page for radiology on desktop

Detailed annotations were provided for the overseas development team.

To fulfill web requirements, a modified version of EDS was essential.

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Ayşe D. Aba

Product designer from London.