Pivotal Care
Building Pivotal Care’s first ecommerce experience for durable home medical equipment, from brand foundation through product discovery and purchase.
Pivotal Care was a durable home medical equipment business with a physical retail presence but no ecommerce footprint. Customers could not discover products, compare options, or purchase equipment online.
The board brought in new leadership to establish a digital business, and I served as Head of Design. Working directly with the CEO, I helped turn the company into a complete online experience, defining the brand, the product story, the content strategy, and the ecommerce system from the ground up.
Brand Identity and Visual Direction
Content Strategy and Product Storytelling
Information Architecture and Navigation
Responsive Ecommerce UX/UI Design
Product Listing and Product-Detail Experiences
Cart and Purchase Flows
User Flows, Prototyping, and Campaign Design
Scope
Role & Ownership
I was Head of Design for Pivotal Care. I owned the brand identity, logo, look and feel, content strategy, product storytelling, information architecture, and end-to-end ecommerce design.
The work covered how products appeared across the website, what information customers saw and when, the product-listing and product-detail experiences, cart and purchasing flows, and responsive desktop and mobile layouts. I also created the supporting visual direction for advertising and marketing.
The Real Problem
Pivotal Care needed more than an online catalog. Durable medical equipment is a high-consideration purchase, and customers need to understand the product, its features, specifications, options, shipping details, and whether it fits their needs before they can buy with confidence.
The challenge was to take a physical-store business and create a clear digital experience from scratch. The site needed to make a broad product category easy to navigate while giving individual products enough context, visual detail, and purchasing clarity to support an online decision.
What changed and the outcome
I created a new brand and ecommerce experience that turned Pivotal Care into a cohesive digital business. The site established clear product categories, a structured product-discovery experience, and detailed product pages that brought together imagery, pricing, product features, specifications, customization, shipping and warranty information, and purchase actions.
The experience was designed to carry customers from browsing into product comparison, selection, cart, and checkout across desktop and mobile. The work produced Pivotal Care’s first complete ecommerce and brand direction for durable home medical equipment.
