2021–2024
ResMed was bringing the AirMini to consumers directly for the first time in North America. The challenge was to create a trusted, approachable e-commerce experience for a complex healthcare product. As Design Lead and Account Manager, I owned UX, visual design, and art direction while leading a multidisciplinary team of designers and developers. I managed the client relationship and collaborated with stakeholders across ResMed and our internal marketing team from strategy through launch and ongoing optimization. The launch exceeded expectations, generating approximately $1M in post-launch revenue.
Work Details
Simplifying a complex purchase
Customers needed to understand an unfamiliar medical device, determine whether it was right for them, and feel confident purchasing it online.
Balancing education and conversion
The experience needed to provide enough information to build trust and answer questions without overwhelming customers or creating unnecessary friction.
Design Solution
Designing for clarity and confidence
We translated ResMed’s established brand into a more approachable DTC experience, using clear messaging, intuitive navigation, and purposeful content to make the AirMini easier to understand and shop.
Guiding the customer journey
We structured the experience around the needs of the customer, surfacing key product information and education at the right moments while creating a clear path toward purchase.
Optimizing beyond launch
Following launch, we used CRO insights and customer behavior to continually refine the experience, identifying opportunities to reduce friction and improve the customer journey over time.
Note: The original ResMed Shop (shop.resmed.com) is no longer live. The experience has since been consolidated into eshop.resmed.com
