Targeted Research

A deep dive in empathizing with end users helps to design purposefully. I started with installing a user capture software on the site to see issues in real-time. My team observed many issues that repeated themselves across the site. The redesign sought out to create a seamless and intuitive experience as well as a more visually appealing one.

Impactful Design

Wireframes were designed to allow potential users to solve issues they were having on the previous site and provide a great user experience. Once fully defining user profiles to better understand the ultimate target audience for this site, it allowed for me to more easily map out navigation, links, and overall site structure.

When design & content patterns are consistent, the design is useful, predictable, and visually pleasing. Bold branded purples and highlights of humanistic patient and health care provider imagery intrigues this target audience made up of mainly geneticists and HCPs.

Analytics:

After launch, visitors increased 75% organically. Lead submissions were also increased by 10% in the first month and sales increased 5% after 2 months. The success of the site continued to grow in my time at this organization though regularly interpreting analytics and tweaking accordingly.