User Experience Insights: Evaluating the Revamped Website of a Leading Healthcare Brand for Seniors

MarketGenics.co recently carried out a User Insights Study for a top healthcare brand that specialized in senior-specific goods and services. This brand provides a range of offline and online solutions aimed at treating long-term health issues, including those related to lung care, joint discomfort, and fall prevention.

Urban Indian seniors 55 and over who fall under SECs A and B who are already making investments in their health and wellness are part of the brand’s target demographic. The company strategically redesigned its main website in response to the changing demands of this market and the increasing significance of digital touchpoints.

The brand collaborated with MarketGenics.co to carry out a systematic market research study assessing the revamped website’s usability, functionality, and overall user experience in order to make sure the new website satisfies the demands and expectations of its audience.

Research Scope and Methodology

Objective: To assess the usability, functionality, and overall effectiveness of the revamped  website through a structured market research study. The testing captured both aided (guided task-based flows) and unaided (first impressions and natural interactions) responses from a user base that closely resembles actual audience.

The qualitative research was conducted across six major Indian metropolitan cities—Bangalore, Chennai, Delhi, Gurugram, Hyderabad, and Mumbai.

Study Format:

• 60-minute in-home interviews

• 200 individuals approached

• Split into two groups:

  • Aided : Users guided through structured task-based flows

  • Unaided : Users explored the site naturally and gave first impressions

Sample demographics:

70% aged 25–44, 30% aged 45+

• • Male-to-female ratio: 70:30

Trained moderators used a structured discussion guide to ensure depth and consistency in responses, starting with users’ digital habits and shopping behavior before moving on to their experience with the revamped website.

Key Findings: What Users Had to Say

Although they commended the initiative behind the website redesign, users made helpful recommendations for enhancements to better serve the elderly community:

What’s Functioning:

• Eldercare is acknowledged and valued for its purpose and emphasis.
• Core product areas have a high recall rate, especially joint care.

Areas for Improvement

UI/UX Improvements:

• Larger fonts, faster loading, and a more modern, clean layout.

• Improved imagery and accessibility features to cater to senior users.

• Clearer navigation and product categorization.

Platform Features

Requests for bilingual support, voice search, and a specialized mobile app in order to better serve a broad senior customer base.

Content & Engagement

• To build trust, there should be more content supported by doctors and professional consultations.
• Addition of customer reviews and educational videos.

Product Expansion

• Broader product range beyond orthopedic items to include:

  • Medicines

  • General wellness items

  • In-home caregiver services

Service Expectations

• Faster delivery options

• Transparent return and exchange policies

• Clearer pricing, visible offers, and detailed delivery timelines

Conclusion: A Step Forward with Actionable Insights

The analysis found that although the brand’s digital presence is headed in the correct way, there are still a number of important chances to enhance the user experience. Users know exactly what they want from a platform: it should be easy to use, informative, reliable, and offer a wide range of options.

Our mission at MarketGenics.co is to provide growth-oriented, actionable information. This study gives our client a clear road map for meeting and surpassing the demands of a senior customer base that is becoming more and more picky.