Sonova Phonak
Transforming a clinical medical catalog into a compassionate digital ecosystem where human connection outshines technical complexity.
The Challenge
The legacy Phonak digital experience reflected a "traditional medical" hierarchy. The architecture was cold and hardware-centric, prioritizing chipset generations (like Marvel and Belong) and technical styles over the human beings using them.
✦ Users were forced to navigate by hardware specs, creating a high cognitive load for a demographic in a vulnerable life transition.
✦ Rigid silos between professionals and consumers made the brand feel fragmented and institutional.
✦ Imagery focused on hearing aid chips and internal device hardware rather than the life-changing results of better hearing.
The Process
I contributed to the strategic merger of B2B and B2C portals into a single source of truth, creating a unified digital experience that supports patients, families, and professionals alike. By shifting the visual narrative toward inclusive, human-centric photography, we moved away from clinical stereotypes to ensure the brand felt accessible to every demographic.
To support this complete overhaul, I helped build a comprehensive design system from the ground up, establishing the foundational Figma design system required for a refined and scalable global launch.
The Final Outcome
The launch of the redesign successfully moved Phonak from a "medical catalog" to a "human experience," delivering immediate and measurable business growth:
✦ +31% in Total Leads
✦ +29% Lead Conversion Rate
