ResMed North America
D2C Ecommerce Experience
2020–2024
Role
Design Lead · Account Manager
Services
UX · Visual Design · Art Direction · CRO
ResMed came to Explore Digital to launch their first DTC experience in North America. They needed a trusted, approachable e-commerce experience that could simplify a complex healthcare product, build patient confidence, and guide customers toward purchase.
The Challenge
Simplifying a complex purchase
Customers entered the experience at very different stages of awareness. Some knew they or a loved-one snored but were unfamiliar with sleep apnea. Others had already been diagnosed but didn't know ResMed or AirMini. More purchase-ready customers knew the brand and product but needed confidence in their choice and guidance selecting the right CPAP mask.
The challenge was to meet each audience where they were and create a clear path from learning and diagnosis through product consideration and purchase.
My Role
As Design Lead and Account Manager, I:
Led UX, visual design, and art direction from strategy through launch and optimization.
Led a multidisciplinary team of designers and developers.
Managed the client relationship and collaborated with ResMed stakeholders and our internal marketing team.
Applied CRO and customer behavior insights to continually improve the experience.
Key Decisions
01. Design around customer awareness
Customers weren't entering the experience with the same level of knowledge or purchase intent. We structured the journey around their different needs, helping each audience find the information and guidance most relevant to where they were.
02. Connect education to conversion
Rather than treating education and e-commerce as separate experiences, we connected them into a single journey:
Education → Assessment → Product consideration → Purchase
This gave customers a natural path to build understanding and confidence without overwhelming them with information upfront.
03. Make a complex product easier to choose
At the point of purchase, customers needed more than product information. They needed confidence that AirMini was right for them and guidance selecting the appropriate CPAP mask.
We focused the experience on answering those questions clearly and reducing friction at key decision points.
Design Solutions
Designing for clarity and confidence
We translated ResMed's established brand into a more approachable DTC experience through clear messaging, intuitive navigation, purposeful content, and strong visual hierarchy.
Guiding the customer journey
We structured the experience around different customer needs and levels of awareness, creating a clear path from education and assessment through product consideration and purchase.
Optimizing beyond launch
Following launch, we focused on CRO and customer behavior analysis to identify friction and continually refine the experience.
We also expanded the customer journey with resupply education and subscription experiences designed to support retention and increase customer lifetime value.
Impact
In the first 9 months post-launch
$2.1M+
In successful sales
375K+
New website visitors
4K+
New customers
Results reflect the combined efforts of the ResMed and agency teams.