E-commerce for a Continence Care Brand

The brand needed a platform that could stay relevant on two independent axes: who is on the site — the person who uses the product, or the caregiver who buys it — and where they are in the relationship, from a first visit to a reorder. Because the products are certified medical devices, every claim, personalization, and use of data had to satisfy ministerial approval and stricter privacy rules than a typical e-commerce project.

The catalog added a third constraint. Price was not a single number: it changed for subscription versus one-off purchase, dropped to a reduced VAT rate when a medical certificate was on file, and could stack with promotions. Any interface that showed these as separate, visible prices risked confusing the customer — or misleading them.

I designed and facilitated a two-day workshop with the client's e-commerce, product, marketing, and sales leads, together with their PM and their external SEO and CRO agencies. The goal was to define scope from zero — not to validate an existing direction.

Day 1 grounded the room in the same fundamentals: brand positioning, mission, audience, and the needs driving purchase. Day 2 moved into the product itself: categories, catalog structure, and mapping real journeys against them.

The output was not wireframes. It was a shared flow and priority map the wireframes could later be built against, so we were less likely to design the wrong thing quickly. The map below is that output: homepage variants for a generic visitor, a user, and a caregiver, plus the rest of the platform around them.

The initial brief called for a fully personalized landing experience — cookies and an onboarding quiz serving tailored modules from the first visit. In the workshop this hit a wall: as a medical device, that level of implicit personalization required ministerial approval and privacy compliance the timeline could not support.

I did not drop personalization. I moved it. Instead of inferring behavior, the experience splits by an explicit role — user versus caregiver — and keeps deeper personalization for logged-in customers, where consent and data handling are clear. Lifecycle still matters: first visit, registered, quiz complete, purchased, subscribed. It just no longer hides behind a cookie. The map below shows both axes at once: engagement tiers down the side, user and caregiver across the page.

On the product page I first explored showing the conditions as parallel options: subscription and single purchase as two price boxes, reduced VAT as a hypothetical sitting under the add-to-cart button. The customer still had to do the math, and the fiscal incentive arrived after the decision. It added load instead of removing it.

I moved to a single dynamic price that updates as the customer selects a subscription, as a certificate is verified on the account, or as a promotion applies — one number to pay, with a short breakdown of why. Transparency stays. Mental math does not.

I was the UX lead in the room: I structured the two-day workshop, translated it into information architecture, and designed the wireframes that followed.

• Workshop design & facilitation: Led the session end-to-end with client stakeholders and external SEO and CRO agencies.
• Information architecture: Turned workshop output into a flow and priority map, then into wireframes for the full platform.
• Regulatory-aware UX: Reframed personalization around an explicit user/caregiver model, keeping relevance without implicit profiling.
• Interaction design for complex logic: Designed the pricing module to absorb four overlapping variables into one payable number.
• Tools: FigJam and Figma.

The project is not live yet. It currently sits at approved wireframes, with prototype user testing as the next step.

• Wireframes produced after the workshop were approved with few revision rounds — a direct result of the shared ground truth built in the two days.
• The user/caregiver path kept personalization inside an approvable perimeter, instead of abandoning it or forcing the original cookie-first concept through.
• The pricing module made a four-variable structure implementable: one accurate number, with a readable record of what was applied.