Where it started
We initiated the project by developing detailed user personas and end-to-end flows, bridging both digital and offline touchpoints. Together with Seqirus stakeholders, we mapped existing workflows and uncovered critical insights that guided the formation of three primary user archetypes—Vaccine Buyer, Vaccine Provider, and Clinic Administrator. We further refined key customer segments based on organizational type (e.g., retailers or integrated delivery networks) and status (prospective or active).
Breakdown slide of persona work and customer base
Drawing on these foundations, we conducted interviews with Seqirus team members and end users to validate assumptions about pain points, top tasks, and must-have features. A recurring theme was how little time practitioners had to place orders. This tight schedule was exacerbated by Seqirus’ manual processes, which highlighted a clear opportunity to streamline and automate.
Sitemap diagram and userflow highlight
Early on, we identified that the main navigation required an overhaul to better serve diverse user roles and improve access to critical features. The original design grouped content into four broad categories, forcing multiple clicks to reach essential functionality. We introduced a dropdown structure with more specific categories, enabling quick access to vital pages (e.g., active orders, returns) and supporting role-based permissions. This approach reinforced the portal’s modular design, ensuring it would scale easily as the business evolved.
Key screens from order management flow
With navigation in place, we scoped out the MVP, prioritizing high-impact flows like account/user management, order/cart processing, invoicing, and support. We also planned a Day 2 roadmap that included online returns, product detail pages, resources, a location selector for multi-site customers, and integrated product collateral. An agile sprint structure ensured close collaboration among Seqirus’ internal teams and their offshore development partners.
Component library page example
To maintain a cohesive experience and accelerate iteration, we established a Sketch, and later on Figma, component library. This library became the blueprint for page flows, with new components added as user needs expanded. By standardizing our approach, we could seamlessly adapt components across different regions or markets while handling global changes quickly.
Diagram of contrast shift and color additions
In tandem with these enhancements, we reinforced WCAG 2.0 compliance. Our design team focused on refining type hierarchy, line spacing, and, critically, the brand color palette. Since the existing red did not meet AA contrast standards, we partnered with Seqirus to subtly darken it for digital applications, making it easier to achieve accessibility benchmarks across all content areas.
Mobile key screen showcase
After eight months of iterative designing and development, we launched the MVP flu360 vaccine ordering portal and continued optimizing it over the next three years. Through this work, we not only delivered an elevated portal experience that addressed Seqirus’ immediate business needs, but also provided a scalable, unified design foundation that would support future growth and innovation.
Post Launch Success Metrics
168%
YoY growth in direct online sales
95%
Of customers rated the ordering experience "easy" or “very easy"