Project Snapshot
OrderCPAP, a Remedy Medical Supply Inc. brand, is an online retailer specializing in CPAP machines, masks, supplies, and accessories for individuals managing sleep apnea.
The redesign focused on repositioning the brand within a highly competitive CPAP market while overhauling the user experience of the shopping journey. The project aimed to create a more intuitive, confidence-building e-commerce experience centered around simplicity, product clarity, and human support.
Rather than competing directly with companies focused on managed-care experiences and sleep diagnostics, OrderCPAP was strategically positioned as the more straightforward option for customers who already know what they need and want a reliable place to purchase confidently.
Role
Web Designer
Tools
Figma (Wireframes & Prototypes), WordPress (Development)
Timeline
Q2 2026
Project Type
E-Commerce Website Redesign, UX Optimization
Brand Positioning Strategy
One of the most important strategic decisions of the redesign was defining how OrderCPAP should differentiate itself.
Rather than competing directly against companies positioning themselves as comprehensive “diagnosis-to-treatment” care providers, OrderCPAP was repositioned around:
Straightforward purchasing
Broad product selection
Human phone support
Insurance verification assistance
Free shipping on machines and masks
Purchase confidence without unnecessary complexity
This created a more focused and credible brand promise:
OrderCPAP owns simplified CPAP purchasing with real human support.
Research into competitor positioning revealed that many CPAP retailers leaned heavily into clinical guidance, subscription-style care experiences, or overly complex product ecosystems. Meanwhile, users across CPAP communities frequently expressed frustrations around confusing ordering processes, poor customer service, and difficult insurance coordination.
The redesign positioned OrderCPAP to solve these friction points through clarity, reassurance, and accessibility.
The Challenge
The original website faced several UX, merchandising, and positioning challenges:
No clearly communicated differentiators from major competitors like Lofta or CPAP.com
Confusing and disorganized product architecture
Duplicate product listings creating overwhelming browsing experiences
Limited educational and support content
Incomplete product visibility despite carrying a large catalog
Weak merchandising strategy for upsells and bundles
Lack of persuasive messaging around why customers should purchase from OrderCPAP specifically
Additionally, the website lacked a cohesive narrative around what made the brand valuable in a crowded marketplace where many competitors emphasized either clinical guidance or discount pricing.
Objectives
The redesign focused on:
Simplify the CPAP shopping experience
Strengthen educational and support content
Reduce product confusion & duplicate browsing experience
Increase product discoverability & merchandising opportunities
Promote bundle purchases and accessory upsells
Increase visibility of insurance verification services
Create stronger differentiation from larger competitors
Improve scalability for future product and content growth
Process & Key Design Decisions
Product Architecture Overhaul
One of the largest UX problems involved how products were displayed throughout category pages.
The same product family often appeared multiple times with slight naming variations, creating unnecessary cognitive overload.
Examples included:
AirFit F20 For Her Frame System with Cushion and Elbow
AirFit F20 Frame System with Cushion and Elbow
AirFit F20 Mask for Her with Headgear
AirFit F20 Mask with Headgear
This structure made browsing feel repetitive, cluttered, and difficult to understand — especially for users unfamiliar with CPAP terminology.
Simplifying Product Discovery
To streamline the experience, product listings were consolidated into cleaner parent-level product groupings.
Key Decision:
Rather than displaying every product variation independently within category pages, products were shown more simply while still preserving customization options.
For example:
“For Her” variants remained visible in shop overviews for discoverability
Both variants directed users to the same product page
Variation selections were handled within the PDP itself
This reduced visual clutter while improving scalability and user comprehension.
Product Page UX Improvements
The product detail page experience was redesigned to better support decision-making and reduce friction.
Improvements included:
Variation dropdown selectors
Clearer product hierarchy
More digestible product information
Enhanced educational content
Stronger cross-selling opportunities
Users could now:
Select mask styles directly within the PDP
Choose configurations more intuitively
View related accessories and compatible products
This created a more guided and confidence-driven shopping experience.
Merchandising & Bundle Strategy
The client wanted to increase bundle purchases and accessory attachment rates throughout the shopping experience.
To support this, I introduced:
Bundle-focused promotional sections
CTA modules throughout category and product pages
“Unsure about sizing?” messaging promoting bundle purchases
Related products and replenishment recommendations beneath product selections
These additions encouraged users to purchase more complete therapy solutions rather than isolated products.
Educational Content Expansion
Another major opportunity involved increasing informational resources for users.
The redesign introduced:
CPAP Mask Guide pages
CPAP Cleaning & Care resources
Expanded FAQ content
Additional educational support sections across the site
Key Decision:
Educational content was intentionally integrated into commerce flows rather than isolated separately, helping users feel more informed without disrupting purchasing momentum.
Insurance Verification Visibility
Insurance verification was already a strong feature of the business, but it lacked visibility throughout the original site.
To strengthen this value proposition:
Insurance messaging was expanded sitewide
Informational sections were added to multiple inner pages
Page depth and explanation hierarchy were increased
Support messaging reinforced reassurance and human assistance
This helped reinforce one of the brand’s strongest trust-building features while differentiating the experience from purely transactional competitors.
Final Solution
The final redesign transformed OrderCPAP into a more modern, strategically differentiated e-commerce experience centered around clarity, confidence, and human support.
Key improvements included
Streamlined product architecture
Improve variation handling within PDPs
Expanded educational resources
Stronger bundle merchandising
Clearer differentiation strategy
Increased insurance visibility
Improved scalability for future growth
A minimalist, image-driven design that highlights project photography
Expanded service pages with SEO-focused content
Improved site structure for usability and scalability
A cohesive visual system aligned with the brand’s identity
