GE Healthcare: Redesigning the MSA Checkout Journey

The Problem

GE Healthcare's internal medical sales application had a checkout journey that was generating friction and drop-offs. With 18,000+ users relying on the tool for procurement decisions, even small usability issues had significant business impact. The team lacked a clear picture of where and why users were struggling.

Process

1. 1

   Deep-dived into the customer's checkout journey and pain points through contextual inquiry and stakeholder interviews to map the full experience.

2. 2

   Initiated user research methodologies to identify user needs — including task analysis and workflow observation — translating findings into clear design requirements.

3. 3

   Designed two distinct new design solutions for the MSA application, each addressing different aspects of the identified usability issues.

4. 4

   Iterated both solutions based on stakeholder feedback and user validation, converging on a final direction grounded in research evidence.

Outcome

Delivered two validated design solutions for the MSA application's checkout journey. The research-led approach ensured both designs directly addressed identified user pain points, providing GE Healthcare's product team with a clear, evidence-backed path forward.