Healthcare purchasing decisions rarely involve a single user. To better understand how different stakeholders evaluated BioVigil's solutions, I developed empathy maps, journey maps, and proposed user pathways for five key audiences: Infection Prevention leaders, Patient Safety & Quality teams, C-suite executives, Nurse Managers, and frontline end users.

By identifying each group's goals, concerns, decision criteria, and information needs, I uncovered opportunities to improve the website's structure and better support users throughout the evaluation process. These insights informed recommendations around navigation, content hierarchy, stakeholder-specific messaging, and conversion pathways, ensuring that the digital experience aligned with the realities of complex healthcare buying journeys rather than a one-size-fits-all approach.

This project reinforced the importance of designing experiences that account for multiple perspectives, especially in B2B healthcare environments where clinical, operational, and executive priorities must all be addressed simultaneously.