UX strategy: Enterprise Health AI
An end-to-end UX strategy and digital transformation for Merative (formerly IBM Watson Health), turning feature-heavy product pages into a scalable, high-converting HubSpot design system driven by deep UX behavioral analytics.
Client:
Gordon Flesch Company
Partners:
HIVE Strategy
UX Strategy, UX Audit, Heuristic Analysis, Persona Creation, User Journey Mapping, User Flow Analysis, Information Architecture, Sitemap Redesign, Navigation Design, UI Redesign, Enterprise UX, B2B Web Design, Design Leadership, Interactive Prototypes, Design Strategy.
Challenge & Project Goal
Merative handles highly complex, enterprise-grade healthcare AI and data solutions. However, the existing product pages were acting as feature catalogs rather than user-journey-focused sales tools. Visitors were landing on pages but struggling to immediately understand what the product did, why it mattered, and what their next step should be, resulting in high bounce rates and dead clicks.
A Scalable, Data-Driven Redesign
The objective was to lead an end-to-end UX audit and redesign of the product page to establish a modern, high-performing reference pattern. I needed to analyze user behavior, define core personas, present a strategic architecture to stakeholders, and support the development of scalable HubSpot components that could be rolled out across the entire product portfolio.
Behavioral Data Analysis & Competitor Audit
I didn’t guess where users were struggling; I used Microsoft Clarity to map exact interaction points. By analyzing heatmaps and session recordings, I identified dead clicks, scroll drop-offs, and weak CTAs. I cross-referenced these findings with a comprehensive competitive audit of players like Wolters Kluwer, Optum, and Clarivate to identify industry best practices.
Persona Review & Alignment
Enterprise healthcare purchasing is rarely a single-user decision. I conducted a deep dive into Merative’s user base to analyze their user persona per product. This ensured we were designing for specific user needs.
Restructuring the User Journey
Based on the analytics and personas, I completely restructured the Information Architecture. I shifted the narrative from a “feature listing” to a guided decision journey: Hero, Overview & Method, Success Stories & Analytic Spotlights and, Ready to Talk sections.
Stakeholder Presentation & Strategic Buy-In
In enterprise environments, getting stakeholder alignment is just as critical as the design itself. Before moving to high-fidelity, I compiled my research, clarity data, and new wireframes into a comprehensive UX Audit presentation. I led the review with product owners and marketing leads to validate the strategy, justify design decisions with data, and secure sign-off on the new direction.
High-Fidelity UI & HubSpot Component Development
With buy-in secured, after some feedback, I translated the architecture into high-fidelity desktop and mobile prototypes, strictly adhering to Merative’s brand guidelines. Because the ultimate goal was scalability, I designed these sections as modular blocks and provided front-end development support to build them as reusable HubSpot components.
Impact & Outcomes
The redesigned of the product page successfully set the gold standard for the rest of Merative’s portfolio.
User & Platform Impact
Eliminated UX Friction: Restructured the page hierarchy based directly on Microsoft Clarity data, reducing dead clicks and improving overall scroll depth.
- Clearer Value Communication: Shifted the content strategy to address specific persona needs, allowing users to evaluate product tours and methodologies on their own terms.
Business Impact
Scalable HubSpot Architecture: Delivered a fully modular component system that allows the marketing team to launch new product modules and case studies without requiring a full redesign.
- Conversion Optimization: Designed a streamlined, low-distraction “Ready to Talk” closing pattern targeted at increasing demo requests by 20%.
