POCUS Choice began with a simple observation: handheld ultrasound products are increasingly sophisticated, but researching them often means navigating separate manufacturer ecosystems and learning each company's language before the differences become clear.
Manufacturer sites are naturally organized around their own product families. A clinician researching the category may instead begin with a clinical question: what do I scan, how do I work, and what trade-offs matter to me?
The experience starts with clinical use, then layers in probe architecture, connectivity, platform, software and ownership considerations. Manufacturer is still searchable—but it is not the starting point.
Help Me Choose demonstrates how declared intent can shape a shortlist. In a production lifecycle, the same preference data could personalize education, comparison content and follow-up rather than sending every visitor the same sequence.
Product imagery, ordering, terminology and even colour can unintentionally privilege a manufacturer. The interface deliberately mixes brands, avoids winner labels and uses colour to communicate POCUS Choice functions rather than brand ownership.
Competitive research, information architecture, intent segmentation, comparison design, source governance, responsive front-end prototyping and an example of how product discovery can connect to a lifecycle program.
POCUS Choice was created by Tim Ian Michael, a lifecycle marketing and Customer Relationship Management (CRM) specialist focused on customer journeys, segmentation, marketing automation and digital experiences.
This project explores how research, intent signals and thoughtful experience design can make a complex product decision easier to understand.
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