Biotone

June 2025

Problem Statement

Biotone Technologies, a medical device company specializing in hearing aid hygiene and equipment, was operating with an outdated B2B e-commerce platform that didn't reflect their position as a leader in auditory health solutions. The existing store lacked modern UX patterns, had poor product discovery, and didn't effectively serve their professional healthcare clients who needed efficient bulk ordering capabilities.

Discovery

Research Insights:

User base: Healthcare professionals, audiologists, hearing aid specialists requiring bulk orders

Pain points:

Difficult navigation through product categories
No clear product differentiation for medical-grade items
Lack of professional trust signals
Inefficient bulk ordering process
Poor mobile responsiveness

Competitive Analysis:

Analyzed leading medical supply B2B platforms
Identified industry-standard features missing from current site
Noted the importance of compliance information (EU 2017/745 medical device regulations)

Process

Information Architecture:

Reorganized product categories into logical groups:

Accessoires Aides Auditives
Hygiène
Biotechline
Confortline
Implemented clear subcategories (Nettoyage, Séchage, Soins, Systèmes électroniques)

Design System:

Developed cohesive visual language using Biotone's cyan blue (#00B8E6)
Created modular component library for consistency
Established clear typography hierarchy
Designed trust indicators (+1300 satisfied clients, 30+ years experience, quality products, secure payment)

Solution

Results:

Modernized brand perception in the medical device market
Streamlined ordering process for healthcare professionals
Enhanced product discoverability through improved categorization
Mobile-responsive design accommodating on-the-go ordering
Compliance-forward design building trust with medical professionals

The redesign successfully transformed Biotone's e-commerce platform from a dated interface into a modern, professional B2B solution that reflects their expertise in hearing aid hygiene and aligns with medical industry standards.