Redesign studies / Dental and medical practices
Whale Imaging
Whale Imaging is a medical device manufacturer near Boston that makes G-Arm bi-plane surgical imaging systems and portable diagnostic ultrasound.
Waltham, Massachusetts, US
A concept redesign of Whale Imaging's public website, made by NewDesign.io. Not commissioned by or affiliated with Whale Imaging. Names, logos and photos belong to their owners.
Current siteOur redesign
Desktop, first screen. Drag to compare.
On a phone
What we changed, and why
The homepage says what makes G-Arm different, in words
Before: The homepage is a slideshow with the product names printed inside the pictures, followed by about 50 words of welcome text. It never says that G-Arm shows both views at once.
Why: A surgeon or a purchasing team comparing GE, Siemens, Ziehm and Philips needs the one real difference in the first seconds. The new homepage opens with it: AP and lateral, live, at the same time.
Whale's own clinical images prove the point
Before: The AP and lateral clinical images, the surgeons' quotes and the NASS 2014 award sit on separate inner pages or inside banner pictures.
Why: Every competitor promises image quality, and none of the five C-arm makers compared shows two planes side by side, live. The new homepage puts the images straight under the headline, followed by a surgeon's own words, the award and the clearances.
A demo request from every screen
Before: The phone number appears only in the footer, the email addresses are hidden in a way that shows an error page to Google and to some visitors, and the homepage has no way to ask for a demo.
Why: A system like G-Arm is bought after seeing it work. “Request a demo” is now in the header, in the first screen and at the end, next to the phone number and the sales and support emails, written out in full.
Kept on purpose: The Whale logo with its navy and green and “beyond image”, the credo Safer, Faster, Easier, Whale's own product renders and clinical images, its careful clinical wording, the product names and marks, and the Waltham address, phone number and separate sales and support emails.
What we measured
| Measured | Current site → redesign |
|---|---|
| Issues our audit found, the way Google reads the site (the redesign's count includes items that only exist in the preview) | 143 → 17 |
Speed on phones not measured yet for this study.
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