Work: Redesign Philips' ecommerce experience for Philips Lifeline.

When: Summer 2014

Role: Creative Director, Experience Strategy & Design

Elevating emergency response
In a category known for fear-based selling and price-driven promotion, Philips Lifeline wanted to distinguish itself from its competitors and find a better way to connect with its audience. We helped them do so by redesigning their website experience and introducing e-commerce capabilities.

Our strategy was to communicate clearly, dial up the emotional optimism, focus on family, and include caregivers as a primary user audience. A series of testimonial videos from subscribers, caregivers, and response team professionals helped bring the Lifeline product and service to life online. The site was also designed to be fully responsive, a mandate for all Philips web properties that came out of the global brand guidelines refresh SapientNitro helped Philips create.

The work included an experience strategy phase, XD and visual design concepting, content strategy, detailed design and implementation. Highlights for this project included a Help Me Choose feature based on our research (interviews and 'listen ins' at their call center) prior to wiring or designing anything.

Since its launch in March 2015, the new ecommerce-enabled site has dramatically increased engagement, leads and conversion.