TFS HealthScience Website

Case Study

1. Project Overview
2. Strategy
3. Creation
4. Actions and Effects

TFS HealthScience is a global Contract Research Organization (CRO) that supports pharmaceutical and biotechnology companies throughout the entire clinical development process. Our agency’s task was to create a new website that would be consistent with the company’s developed marketing strategy, highlight the professionalism of the TFS HealthScience brand, be easy to use and user-friendly, and increase conversion.

We designed a new website, utilizing analyses, UX wireframes, and UI graphic design in the project. The implementation also included testing and deployment of the project. As a result, the client received a new website that met all assumptions.

Currently, we are providing additional services, such as designing ongoing marketing and graphic materials.

Stages of Work
- UX research
- UX testing
- Wireframing
- Prototyping
- UI design
Tools
- Google Analytics
- Figma
- Adobe Photoshop
Duration
- 7 months

Design Thinking Methodology

This iterative process allows for continuous improvement of the solution and adapting it to user needs, which is crucial in designing effective products.

1. Empathize
Understanding the needs of users and the problems we want to solve.
2. Define
Defining the problem and the project goal in a clear and understandable way.
3. Ideate
Generating as many ideas and concepts as possible.
4. Prototype
Creating simple models or visualizations of ideas to see how they will work in reality.
5. Test
Testing ideas with users to gather their feedback and suggestions.
6. Implement
Implementing the best solution and further refining it.

Problem
The original TFS HealthScience website did not meet its objectives: informational, sales, lead generation, and building brand position and image adequate to its market standing. Visitors had trouble finding relevant information, using excessively complex forms, and finding necessary data regarding the company’s offer and scope of services. The site also did not meet current technical and usability standards; it was illegible and aesthetically inconsistent.
Project Goals
Rebuilding the website in such a way that using it is effective and aligned with visitor needs, and that it realizes TFS HealthScience’s goals such as:
- Increasing the number of page visits, decreasing the bounce rate.
- Improving conversion and the number of generated leads both in the context of acquiring new clients and new employees (high-quality specialists for cooperation).
- Building a brand image and market position consistent with the actual state.
- Improving the reception of the site by users so that using it is comfortable, pleasant, and easy.
- Shortening the user journey in finding information and optimizing the information hierarchy and structure.
- Meeting technological standards (proper RWD support).

The starting point in our solution design process was the analysis of user needs. To thoroughly understand their preferences, motivations, behaviors, and goals, we conducted interviews, performed data analyses, and developed proto-personas to subsequently define guidelines.

Thanks to these, we consistently executed the project so that it constituted an effective and functional solution for users. We conducted our activities in such a way as to ensure users a positive experience tailored to their needs.

of users had a problem finding information regarding the offer
of respondents indicated errors in site responsiveness as a major problem
of surveyed individuals did not accept overly long forms
of respondents did not know where to start searching for information regarding their target group

We analyzed 6 main competitor companies and, based on this analysis, presented conclusions and gaps in the context of the previous version of the site.

Before introducing changes to the TFS HealthScience website, we identified the following problems:

Technical issues, including lack of full RWD support.
Lack of a clear description of available services.
Unutilized lead generation opportunities.
Presentation of information on the site from the perspective of the company structure, rather than the client’s view (lack of a user-centric approach).
Inconsistent and uncomfortable navigation.
Interface errors.
Objectively outdated design and lack of consistency, which did not reflect the professional character of the company and high-class competence, which are important aspects of brand identity.

S
Strengths
- Large amount of valuable content.
- Work on improving communication quality (website as well as entire branding), which will positively impact company image and allow reaching new clients.
- High flexibility and simultaneous professionalism of the company, which is worth highlighting on the site as well.
W
Weaknesses
- Lack of readability and distinguished CTAs.
- Despite useful content — problems with information hierarchy.
- Unintuitive navigation.
- Excessively extensive and complicated forms.
- Lack of proper RWD support.
- Outdated and impractical design.
- Lack of user orientation.
O
Opportunities
- Growth in demand for clinical research services.
- Introduction of new technologies and innovative solutions.
- Cooperation with new business partners and institutions.
- Increasing consumer awareness regarding the importance of clinical trials and the company’s activity itself.
- Emphasis on the fact that TFS HealthScience is a mid-size CRO.
T
Threats
- Competition from large and established companies.
- Changes in legal regulations and requirements regarding clinical trials.
- Lack of availability of specialists and experts.
- Budgetary constraints and pressure on costs.

Abelard Lochmann

Age:
55 years old
Places of residence:
Dortmund, Germany
Family:
Single
Position:
CEO at a medium-sized niche pharmaceutical company

Personality:
Loves fast cars and skiing in Switzerland.

Hobbies:
Focused on making money.

Work:
Has been successfully selling his new ophthalmic drug in Europe for a year. Seeking opportunities for expansion in the global market, especially regarding regulatory compliance and conducting additional studies to expand therapeutic areas for OTC drug use.

Expectations:
Looking for a CRO with good local experience, even in remote and non-obvious expansion countries. An attractive price combined with a dedicated approach to risk management is important to him. As a manager — not a scientist — he expects clear and personal communication with the CRO team, as well as transparent and clear conditions and procedures for contract execution.

Maria Gutierrez

Age:
40 years old
Places of residence:
Los Angeles, USA
Family:
Two daughters
Position:
Chief Medical Officer at a medium-sized, fast-growing biotechnology company

Personality:
Very ambitious and career-focused.

Hobbies:
Loves travel and yoga.

Work:
Works at a biotechnology company seeking new products and global reach. Maria is responsible for introducing a new molecule in the dermatology area. After positive animal testing, she needs full support in conducting Phase I–IV clinical trials in the USA and Europe.

Expectations:
Due to previous experience with a large CRO, she now expects better communication, project tracking, and time management.

Laszlo Kovacs

Age:
36 years old
Places of residence:
Budapest, Hungary
Family:
Wife and newborn son
Position:
Medical Doctor

Personality:
Hungry for new intellectual challenges and ideas that change the world. Hates ossified structures, formal corporate relationships, or intrigues.

Hobbies:
Likes jogging and extreme trekking: India, Borneo, etc.

Work:
Looking for new professional opportunities away from the hospital because he feels better as a scientist than a doctor. Would like to save lives, but direct work with patients is not suitable for him.

Expectations:
Work in a global company environment, with great opportunities for travel and learning about different cultures.

Astrid Eliasson

Age:
44 years old
Places of residence:
Copenhagen, Denmark; born in Sweden
Family:
Husband
Position:
Clinical Operations Manager at a biopharmaceutical company

Hobbies:
Loves hiking, Nordic walking, and cross-country skiing. In winter, she often takes short vacations to travel around northern Sweden. Likes Italy, Spain, and the lifestyle there — stress-free, with good cuisine and plenty of free time spent with friends.

Work:
Made a career at the University of Gothenburg. Looking for new opportunities, she first got a job at a CRO company, and is currently a Clinical Operations Manager. Her approach changed from science-oriented to career and money-oriented.

Expectations:
Thanks to her experience in a CRO company, she knows exactly what she wants: high scientific quality and excellent operational level so that projects are delivered on time and within the specified budget. She also expects good communication with employees related to clinical trials and other CRO company employees.

See realisations

After

Before

After

Before

After

Before

After

Before

Perfect website navigation positively impacts user experience.

The new site was redesigned in such a way that transitions between individual tabs are natural and intuitive. Currently, it is much easier to find any information, which has greatly improved user experience. Better navigation directly influences the extension of time spent on the page, which in turn has a significant impact on site positioning (SEO).

A clear site structure facilitates effective communication.

The home page has been divided into two zones: “Solutions” and “Our Expertise,” which very clearly defines the subject matter of the individual parts. A different background color and clear headers unambiguously indicate the thematic division. At the same time, their consistent color scheme correlates with the style of the entire site. The structure achieved in this way facilitates content retrieval by individual audience groups, thereby influencing the realization of set goals.

Correct Call to Action improves conversion.

On the TFS website, we ensured very clear CTAs, using contrast, appropriate format, and proper button location, which encourages the user to further activity. As a result, the site generates a larger number of applications and inquiries that clients and potential employees direct to TFS.

A clear message about the company builds a positive brand image.

Information about TFS HealthScience has been gathered in one place, which makes it easier to find all data about the company. Both clients and potential collaborators can quickly find topics of interest to them, such as: company profile, goals, values, management team, scope of activity, data on CSR, or company history.

Simplified forms encourage leaving data.

Thanks to the analyses performed, we gained feedback indicating that the previous forms on the client’s site were too long, complicated, and discouraged filling them out. Therefore, we developed a new version which, on the one hand, allows entering the most important data and scope of interest in the offer very quickly, and on the other, leaves space for a longer description of one’s needs in a dedicated open field.

Mobile First, meaning adapting the site to current user behaviors.

The previous low responsiveness of the site required thorough improvement. The constantly growing number of users using portable devices for business purposes makes a readable mobile version just as important as all other aspects we modified. Thanks to the new version, the site is fully accessible on any device.

In today’s dynamic world of the internet, creating attractive and functional websites has become a key element of building a strong online presence. However, to achieve success in web design, it is not enough to merely focus on the visual aspect. It is also essential to maintain consistency—ensuring that all graphic elements, content, and interactions on the site harmonize to create a unified user experience. Therefore, we created a design system—a comprehensive set of rules, guidelines, components, and resources that allow for maintaining the consistency and efficiency of the entire project.

4.1

Summary

increase in unique page views
average time spent on the page
visits using the search engine — on-site search introduced
visits to the new contact page

LinkedIn followers — increase of 14,000 (organic growth)
company posts on LinkedIn in 2021, with increasing engagement and CTR rates

By September 2021, TFS HealthScience was the 18th most active pharmaceutical company on LinkedIn in Europe.

Assumptions
The goal of the project was the modernization of the TFS HealthScience website, and in particular, achieving higher efficiency and a level of satisfaction of user needs.
Problem Identification
Problem Identification
Actions and Effects
We redesigned the site to be more user-friendly. To this end, we improved navigation and site structure. Overly long forms were shortened and simplified. Currently, CTAs are more visible, and content about the company is gathered in one place, making it much easier for users to find all key information about it. Additionally, the site is readable in both desktop and mobile versions, so the company no longer loses part of its potential audience. We introduced a search engine and a new contact page. All changes positively influenced user experience.
Improvement of Statistics
Statistics show a 38% increase in unique page views, 1,500 visits using the search engine, a 41% increase in average time spent on the page, and over 11,000 visits to the new contact page.
Benefits for the Client
The rebuilding of the TFS HealthScience website brought expected results and helped the company achieve its set goals. The effectiveness of the project is evidenced by, among other things, the increase in unique views and time spent on the page. The client notes better conversion. The entire project conducted by the JAAQOB HOLDING® team contributed to strengthening the TFS HealthScience brand image and ensured growth of its market position.

TFS HealthScience Website

About the project

Design Process

Problem and Goals

User Needs Analysis

Benchmarking Analysis

SWOT Analysis

Proto-personas

Website

Site Structure

Functional UX Wireframes

UI Design

Perfect Navigation

Clear Site Structure

Correct Call to Action

Clear Message About the Company

Simple Forms

Mobile First

Design system

Color palette

Typography

Buttons

Forms

Iconography

Actions and Effects

Thank you for your interest in our project!

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