Hartmann Direct - E-commerce project for Europes largest provider of incontinence products.

Hartmann Direct - E-commerce project for Europes largest provider of incontinence products.

Hartmann – Hero


User Experience
User Interface


This project was to re-design, re-platform and launch a new e-commerce website for Hartmann Direct. 

Hartmann had some very specific goals which needed to be met. They 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 tablet from 35% to 32%.

The old website had a dated front end design, was not mobile friendly, it also didn't follow the new Hartmann branding and there was no integration with Hartmann’s other internal systems.


After meeting with the Hartmann marketing team, it became clear the project raised some unique challenges due to the sensitive nature of the product being sold and the age range of the customer. The audience has a primary age range of 50+ with 75% being over 40. There is quite an even split of 57% women and 43% men. 43% of users are referred by a healthcare professional. A large percentage of the target audience had a higher than average disposable income, they would rather solve the problem themselves than go through the NHS. Due to this, these types of visitors and new users 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 that of their main competitors. Hartmann offers advice and help on the most suitable product for customers. NHS customers are limited to 3 products per day and have to wait up to 6 weeks to receive their products. 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.


After this research stage I created an audit of Hartmann’s existing website. Pinpointing areas that could be improved in order to fulfil their required goals. After this, I brainstormed ideas on how we could improve these areas as well as other potential improvements. 

In the end it was decided that the main aim of the redesign was to funnel users through the product select feature. This would provide customers with a single product suggestion. As each product is very unique to each individual case, it would decrease the risk of the customer purchasing the wrong product and decrease return rates of unused products.

Hartmann – Detail 1
Hartmann – Detail 3


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 the nature of the product. We also introduced a recurring order option during checkout so customers could order once and not have to worry about running out or forgetting to order refills.

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'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.

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 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.