Tailored usability insights enable successful launch in key European markets

From our research, we uncovered significant differences between the audience needs of an America-focused website and those of European users. For example, the visuals and language that connected well with a US audience fell flat in Europe, with direct translations feeling awkward and culturally out of place.

Additionally, the differences in healthcare systems influenced how HCPs interacted with the website, further highlighting the need for a tailored approach. To succeed, they needed to create a website that truly spoke to their audience, reflecting the unique local needs, preferences, and contexts

To solve this, we worked with our client and broke down the issue, addressing the challenges it provided with a set of prioritised recommendations. Those with the most impact included:

1. Enhanced clarity and simplicity: to streamline content and to remove the ambiguity and confusion around the product website.
2. Focus on user-friendly navigation: to reorganise the different site pathways and align it with a more natural user behaviour.
3. Visual representation and interpretation: to incorporate imagery that would better reflect local customer bases
4. Contextual language and communication: to adapt language to guarantee cultural sensitivity, clarity and relevance to the market.

Overall, the study revealed significant differences between US and European users, from the impact of healthcare system structures to the cultural nuances of language and visuals. With these insights, we were able to give our client a prioritised list of impactful recommendations to better connect with their new customer base, whilst enhancing usability. 

These allowed our client to move forward with their product launch with clarity and confidence, ensuring their website met the unique needs of their European audience and supported a successful market entry.