CQ Medical

UX Strategy | UX Design | Website Development

CQ Medical is the global leader in patient radiotherapy positioning and healthcare innovations that advance human care.

The Situation

CQ Medical was born from the merger of two legacy medical device brands, each with its own extensive product catalog and a combined 80 years of experience. This merger posed a significant challenge in how to consolidate and present distinct product databases with separate, but overlapping, language and taxonomy.

The Solution

Northwoods set out to solve this challenge through development of a UX strategy as a first step. Throughout the process, Northwoods experts worked closely with CQ Medical to establish a new taxonomy and schema that merged the two catalogs, ensuring that product categories, specifications, and relationships were clear, intuitive, and scalable.

We then incorporated CQ Medical’s new brand standards into the new website design and created an intuitive user experience that emphasizes clarity, simplified navigation, and Web Content Accessibility Guidelines (WCAG) 2.2 Level AA compliance across devices. On the back end, our developers prioritized efficiency, enabling the CQ Medical team to quickly and easily make updates to product pages using Titan CMS, an enterprise content management system powered by Northwoods.

Mobile Design

We had a significant amount of content that needed to stack seamlessly on mobile without feeling overwhelming or cluttered. Our challenge was to ensure a smooth, responsive layout while maintaining the integrity of the brand’s visual identity. Every design decision had to balance usability with aesthetics, ensuring that the mobile experience felt just as polished and engaging as the desktop version.

While prioritizing mobile-friendly responsiveness, we also preserved the brand’s signature pops of color and bold visual elements. This helped keep the design dynamic and visually engaging, preventing the site from feeling too text-heavy despite the large amount of content.

The Design

The design needed to align seamlessly with their newly developed brand identity, which embraced a bold and energetic aesthetic. This included vibrant colors, playful imagery, and a distinctive use of their logo bug to reinforce brand recognition throughout the site. Every design element was carefully considered to reflect their updated visual language, ensuring a cohesive and engaging user experience.

To enhance usability, we designed a dynamic and visually rich menu that prominently featured product imagery, making it easier for users to navigate and quickly find what they were looking for. By incorporating clear, intuitive categorization and high-quality visuals, the menu not only improved functionality but also reinforced the brand’s personality.

The Outcome

The new website seamlessly combines CQ Medical’s two previously separate companies under a single, unified digital roof, laying a strong foundation for the company’s continued growth.