Hartmann Direct –Reenvisioning Europes largest provider of incontinence products.

Hartmann Direct – Reenvisioning Europes largest provider of incontinence products.

Hartmann – Hero


Research   //   User Experience   //   User Interface


Hartmann Direct is the world's largest supplier of incontinence products. This project was to re-design, re-platform and launch a new e-commerce website based on their new marketing rebrand. 

Hartmann wanted to increase current conversion rate from 5% to 6%, increase website sessions from an average of 2901 per month to an average of 5000 per month, decrease average bounce rates on mobile from 44% to 32% and on tablets from 35% to 32%.

The old website had a dated design, was not mobile friendly and didn’t follow the new Hartmann branding.

Hartmann – Slider 6


The team for this project was made up of 1 project manager, 3 developers and myself as UI/UX designer. The project was split into the following phases.

  1. Research
  2. Analyse
  3. Ideation
  4. Prototyping
  5. Implementation
Hartmann – Slider 5


After meeting with the Hartmann marketing team, the main challenges were the sensitive nature of the product and the age range of the customers. The customers have a primary age range of 50+ with 75% being over 40. Customers are split between 57% women and 43% men. 43% of customers are referred to Hartmann by a healthcare professional. A large percentage of the target audience have a higher than average disposable income, they would rather solve the problem themselves than go through the NHS. Because of this, these customers would be looking for advice and guidance.

Most customers suffered from long term issues. Hartmann products are recommended by health care professionals and therefore perceived as a higher quality product than their competitors. Hartmann offers advice and help on the most suitable product for each customer. NHS customers are limited to 3 products per day and have to wait up to 6 weeks to receive their products, this is not ideal. Hartmann can supply the same products much quicker and the customer can buy in bulk. Some Hartmann products are Ph 5.5, which means they are non irritable. This is a feature totally unique to Hartmann products.

Hartmann – Slider 2


After the research stage I created an audit of Hartmann’s existing website. Highlighting areas for improvement which would help fulfill their goals. I then brainstormed ideas on how to improve these areas as well as other potential improvements. During this phase I also mapped out a user flow and sitemap to better understand the current structure of the site.

In the end it was decided that the main aim of the redesign was to funnel users through the Product Select feature. This feature asks customers a series of questions and provides them with a single product suggestion. As each product is unique to each individual case, it would decrease the risk of the customer purchasing the wrong product and decrease return rates of unused products and customer dissatisfaction.

This also takes the worry out of making a decision during a potentially stressful time. Especially important for first time visitors. Advice was provided at each stage to provide reassurance and comfort to the customer as they moved through the process. Emphasis was given to the speed and discretion of delivery due to the nature of the product.

During this phase we also had the idea for a recurring order option during checkout. Customers could order once and not have to worry about running out or forgetting to order refills.

Hartmann – Slider 3


As we had a lot of ideas and a limited timeframe I created a roadmap to plan launch phases, I was then free to work on ideas which were only in scope for phase 1. We worked closely with Hartmann through the ideas and wireframing stage, it was especially important that we understood their customers as well as they did in order to get the correct feel for the site.

Hartmann – Detail 1
Hartmann – Detail 3


Hartmann's new brand guidelines provided the basis for the user interface of the redesign. Special attention had to be given to the type size and colour contrast due to the age range of the average customer. This was tested with prototypes.

Hartmann – Detail 4
Hartmann – Detail 2

Results & Findings

In the end we managed to hit all of Hartmann’s requirements, with the size selector working particularly well. It helped push the conversion rate beyond the 6% they hoped for.

It was interesting to work on an e-commerce project with a completely unique set of challenges and problems to solve. The sensitivity of the product and the target market made it particularly different from most other e-commerce websites I'd worked on in the past.

 The chance to work on unique solutions like a product selector and recurring orders was good fun. Finally working on a project with such clear goals was a pleasure, it means you can pinpoint the areas which need to be improved and focus your energies on them.

Hartmann – Slider 4

© Martin Whittaker 2022

© Martin Whittaker 2020

© Martin Whittaker 2020

© Martin Whittaker 2022