I was tasked with defining and designing a user journey map that tracks the path to purchase for Abbott’s Freestyle Libre glucose monitoring device. This journey map needed to account for user experiences across 15 diverse e-commerce sites from different countries, capture insights into user emotions, and provide UX and UI recommendations grounded in a detailed heuristic analysis.
I conducted a heuristic analysis of 15 Freestyle Libre e-commerce websites across multiple countries. Using insights from this review and customer personas provided by Abbott, I developed a journey framework that maps the purchase path into five key stages: awareness, consideration, signup, purchase, and return. For each persona, I identified specific actions, pain points, emotions, and opportunities at every stage of the journey.
Examples of experience inconsistencies between European Freestyle Libre ecommerce sites include branding, content, design, and calls to action:
I analyzed and synthesized persona insights to identify the most common pain points and emotions. Using these findings, I designed an interactive, clickable journey map that traced the purchase path and allowed users to filter by pain points and emotions.
The journey map successfully secured stakeholder buy-in to unify and redesign the Freestyle Libre e-commerce experience under a single, cohesive platform.
