The backdrop. Labsafe came to Apples To Oranges looking to redesign and overhaul their website. Labsafe understood that the overall ease-of-use was poor, and it was difficult for customers to find and purchase lab tests. Apples To Oranges engaged in a number of client interviews and research into the Labsafe customer segments to determine their needs.

Increasing findability. From this background research, Apples To Oranges was able to provide an improved site architecture to directly address the key customer concerns about safety, accuracy, and privacy. The architecture also improved the categorization of the tests, and called for a system to store more relevant meta-data about the tests. The meta-data was utilized to improve the accuracy of the sites search engine results, surface more useful information in the test descriptions, and allow the system to cross-sell related tests.

The bare minimum. In addition to increasing findability, we also improved the checkout experience by reducing the information necessary to buy a test. By reducing this barrier, the checkout process was much more friendly and inviting to complete and furthered Labsafe's mission of increasing the customer sense of privacy and reducing anxiety.

It ain't over until it's over. After the initial site launch, Apples To Oranges continued to monitor the performance of the site and the way visitors navigated the site. This lead to important discoveries to help improve the customer experience, and increase Labsafe's conversion rate.