An e-commerce site with multiple targets and stakeholders who have competing interests. The client wanted a platform that could sell their products, but also educate customers and help them market their practices.

The Project

Philips Online Store

Philips needed an e-commerce site for a dental hygiene product store that also focused on integrating education and marketing resources for professionals in the field who use their products. The goal was to provide a “one stop hub” for customers who could have a wide range of experience with the client’s products.

My role

I was the UX designer for one of two agencies working on this project. The site dealt with different areas of our client’s business, I collaborated with an agency in Europe, near the client’s international headquarters, passing Axure wireframes back and forth between us as we made sure all of our interests were accounted for.


Because the store caters to professionals as customers, education was a large component of this website. Customers could be experienced professionals who are familiar with the client’s offerings, or students who have freshly graduated and need guidance. Some priority needed to be placed on directing customers to the correct part of this site.

Additionally, the site needs to provide resources for professionals who are marketing their own practice, which would then mean that our client’s customers are marketing the client’s products to their customers (the patients). And, above all that, the client also provides “trials” to potential customers (students and professionals), which need to be placed on the navigation in a logical position..

Layouts for each page needed to be wireframed, with well-defined pre-existing brand standards in mind.


Since the creation of this site involved many stakeholders in various departments with competing interests, much of the UX work went into the sitemap.

Ultimately, the most important stakeholder is the user. Through some rounds of revisions and feedback, it was determined that the products would be featured primarily, which is a common thread regardless of the user’s level of practice. Other concerns, such as marketing resources and education, were put on the backburner. Some educational resources were given priority when it contributed to knowledge about products, specifically (seen by the indications section).

The front page features media for featured products first, with other products secondary. We added sections on the home page for featured studies. When the user drilled down into product categories, the content of those pages stayed relevant to just those products, with the intent of continuing the user along the shopping cart “funnel” towards purchase.