About the client

Sarnova is a leading distributor of healthcare products and services across emergency medical services, acute care, and specialty healthcare markets. Through its Bound Tree and Tri-anim brands, Sarnova supports clinicians, first responders, and healthcare providers with critical equipment and supplies that directly impact patient outcomes.

Challenge

Sarnova wanted a clearer, data-driven view of how users interact with the Bound Tree and Tri-anim digital experiences. Both platforms played important roles in product discovery, purchasing, and customer engagement, but internal teams had limited visibility into user behavior, motivations, and pain points. Without validated qualitative and quantitative data, teams often relied on internal assumptions. This made it harder to identify friction, improve user flows, and uncover conversion opportunities.

Solution

Sarnova partnered with XCentium to conduct a Customer Experience Research initiative across both Bound Tree and Tri-anim. The work combined qualitative research with quantitative data to create a more complete view of user needs and behaviors.

XCentium developed eight digital personas, four for each site, in close collaboration with stakeholders. These personas reflected core user types, goals, behaviors, and pain points. They gave Sarnova teams a shared reference point for user experience decisions.

The team also created eight end-to-end customer journey maps, four for each site. These maps showed how users moved from discovery to purchase, where they encountered friction, and where the experience could be improved. XCentium supported the journey work with one-on-one user interviews and structured surveys, then delivered platform-specific reports with clear, prioritized recommendations.

Outcomes

The research gave Sarnova an evidence-based foundation for future digital experience improvements across Bound Tree and Tri-anim. Internal teams gained a clearer understanding of key user segments, customer journeys, friction points, and opportunities to improve usability and conversion.

Sarnova also gained practical guidance it could use to make more confident UX decisions. The combination of personas, journey maps, interviews, surveys, and prioritized reporting helped replace assumptions with validated insight.