As one of the leading medtech-companies globally, Siemens Healthineers – whose success is driven by technical innovation for more than 100 years –

decided to rethink, restructure and relaunch its corporate website.

Following Siemens Healthineers ambition in humanizing technology they requested a digital home that combines both: strong human centered design & hi-class communication innovations – presented in a convincing mobile first approach.

For a target group of top decision makers and c-level users whose behavior is primarily shaped by:

1. permanent hurry 2. mobile addiction 3. openness to technical innovations

So, we were looking for an intelligent, digital product design that would be enthusiastically received.

We had to create an individual digital offering which provides comprehensive and relevant information that really represents added value. Helpful features that save time and solution oriented content which really helps in decision making. A previously unseen, innovative approach that impresses with a gadget-like, exploratory joy-of-use as well as maximum ease of use and outstanding visual aesthetics.

Therefore, we invented the CONTEXTNOLOGY BUTTON. An engaging, context-sensitive interaction module that lets users decide on how to experience the mobile platform.

And on top of that, always "under your thumb" accessible with just one click on your mobile device.

User Research and analysis upfront showed that the various target groups had very different needs while browsing the mobile site – just depending on their very individual use-case and industry affiliation. On the other hand, the users demand for further, deeper going information on specific topics was wide spread.

As main target group globally we were focussing on top decision makers in hospitals and institutions, healthcare executives, D-level healthcare providers, journalists, Investors and analysts, Informed public, potential employees and C-level users. What they all have in common is:

1. mobile addiction 2. permanent hurry and 3. openness to technical innovations

As our conclusion to this, we were looking for an intelligent, digital product design that would be enthusiastically received by offering an absolutely new way of comfortable information consumption.

So, we created the CONTEXTNOLOGY BUTTON.

After a very intensive, agile work phase of about nine months, we were able to launch the first MVP of the new Siemens Healthineers corporate website worldwide in May 2022. Using the flexible enterprise web-CMS “Scrivito”, the mobile website was already showing the implementation of the all new multifunctional CONTEXTNOLOGY BUTTON.

Via a simple touch of the button the user now could enter specific content-playout modes, such as:

- choosing whether to read or listen to articles

- revealing new layers of compelling content without leaving the page

- directly connecting with experts and top managers

- filtering of topics, formats and content types

- sending in open questions and get feedback

- benefit from topic-controlled access to the career portal, ...

And, the possibilities of giving this button even more, further functionalities in the future are quite endless.

Just think of it as a digital home that combines both: strong human centered design and intelligent information offering. This approach means: mobile first – quick access – helpful features and measurable results:

• significant improvement in accessibility

• 30% increase in visits on global Site

• uplift by 160% in usage of the career portal

• increase in interaction rate by 220%

• visible enhancement of the brand image

By leveraging these capabilities, we were able to create a highly innovative, content feature that offers real added value and fully lives up to Siemens Healthineers' positioning of "shaping the future of healthcare."

Enabling a website that brings MedTech to life and life to MedTech.