Igniting a New Approach to Cancer Care
ImmunoGenesis, an innovative biotechnology firm specializing in the development of next-generation immunotherapies, decided to undertake a pivotal digital transformation in July 2021. Operating in the intricate domain of cancer immunotherapy, the company recognized the potential of a robust digital strategy in conveying their pioneering research, highlighting their unique therapeutic approaches, and drawing in new investments. With an eye on the competitive landscape, ImmunoGenesis envisioned a refreshed web presence to not only enhance investor engagement but also carve out a distinct identity within the industry.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of ImmunoGenesis.
In this project, I was responsible for both the strategic direction and the UX design of the ImmunoGenesis website, which entailed a myriad of tasks from the outset of the project through to completion.
- Lead a thorough analysis of the existing website, understanding user behavior, and surveying the competitive landscape
- Studied analytics, mapped user interaction patterns, and defined our competitive positioning
- Incorporated qualitative methods that included target audience user interviews and a user journey mapping session
- Engaged closely with the ImmunoGenesis team to comprehend their unique value proposition, ongoing initiatives, and business objectives, which served as the bedrock for the UX design strategy
- Conducted a stakeholder goal mapping workshop and an investor process audit workshop
- Crafted a targeted UX strategy that melded business objectives with the needs of users
UX Design Lead:
- Leveraged the defined strategy to design the information architecture of the new website, creating detailed wireframes that set the structure and navigational flow of the site and the beginnings of the structural language to start collaborating with the developer on the project
- Developed high-fidelity mockups for each page, ensuring that the aesthetics were on brand, intuitive, user-friendly, and aligned with the content strategy.
- Built and maintained a series of dependent Figma libraries providing production-ready components
- Assessed and delivered WCAG compliant color and space system via design tokens
- Collaborated closely with the development team, ensuring the final site was in line with the design specifications and offering the best user experience possible.
Discovery and Research
Before commencing on the project, we conducted research using a mixed method approach to understand the current state of the website, user behavior, and the market.
Analytics from the existing website showed an average of 1,804 users per year, with 1.01 pages per user and an average engagement time of 18 seconds. It was evident that the initial website was not compelling enough to engage users and lacked the necessary information investors needed.
Market research also showed that there was a high level of competition in the immunotherapy market, making it essential to clearly articulate how ImmunoGenesis's offerings were unique.
- Lack of Clarity: Many biotech websites suffer from not conveying their complex scientific concepts in an easily digestible manner. For ImmunoGenesis this lead to potential investors or other stakeholders not fully understanding the unique value and potential of the company's offerings.
- Inefficient Investor Journey: The previous site lacked a compelling investor section with easy access to crucial financial and operational data, presentations, or potential future plans. The investor journey from start to finish lacked consistency and the website, for many investors, was the first point of frustration. While investor meetings were happening, the lack of accessible information on the website frequently derailed the meetings and left stakeholders having to speak to research without adequate support and resources.
- Non-Responsive Design: Given the increasing use of mobile devices, especially with their target audience, the original site was not optimized for different devices and screen sizes, leading to a sub-par experience for mobile users.
- Navigational Issues: Users had difficulty navigating the site, not knowing where to find essential information or being overwhelmed by too much jargon and scientific data without proper contextualization.
- Lack of Trust Elements: For a company seeking investor funding, showcasing credibility is crucial. The initial website lacked necessary trust elements like testimonials, partnerships, or clear documentation of research findings.
- Outdated Design: Visual appeal and modern design are crucial for creating a positive first impression. The previous design might have felt outdated or not in line with the innovative nature of the biotech industry.
Strategy & Design Phase
Based on the research insights, we worked on redesigning the website to improve its appeal, effectiveness, and usability. We ensured that the design would not only be visually appealing but would also provide comprehensive, easily digestible information about the company's groundbreaking work.
Key features of the new design included:
- A prominent introduction of the company's unique selling proposition on the homepage
- Developing a detailed 'About Us' section, spotlighting the company's mission, team, and unique approach
- Building comprehensive product pages with lucid, succinct descriptions of each immunotherapy
- Identify the level of necessary friction required for investors to engage and feel confident following through to a meeting
- Designing a separate 'Investors' hub containing financial details, press releases, investor presentations, and a downloadable investor deck
- Compelling graphics and animations to help facilitate the understanding and memorability of high science concepts
Information Architecture & Wireframing: Leveraging insights from research, I structured the site content, prioritizing clarity and engagement. This step laid the groundwork for user journeys that resonate, simplifying complex scientific processes into digestible formats for their audiences. This step also served as a feasibility check with the internal development team to ensure alignment and collaboration early and often.
Visual Design & Prototyping: In alignment with the company's innovative spirit, I crafted a visual language that balanced modern aesthetics with the gravity of cancer research, heavily collaborating with content writers and scientific writers to ensure the accuracy and cohesion of the message conveyed. High-fidelity prototypes ensured stakeholders could visualize the end product and we could gather additional user feedback, fostering feedback loops that fine-tuned the design.
Implementation & Iteration: Collaborating closely with developers, I ensured a seamless transition from design to development. Once launched, we employed analytics tools to track user engagement, enabling iterative improvements based on real-world data.
We recognized the importance of ensuring that our platform was usable by all, regardless of disabilities or assistive technologies. By adhering to the Web Content Accessibility Guidelines (WCAG) 2.1, we aimed to create a universally inclusive online experience. This meant considering elements like color contrast, keyboard navigation, and screen reader compatibility. We also integrated an accessibility widget to aid in further customization.
Note: Some interface modifications were made to the live site post-launch that are not reflective of the accessibility and user interface recommendations made during the UX design process.
Outcomes & Results
The newly launched website yielded impressive results. In the year post-launch (July 2021-July 2022), there was a significant increase in user engagement. Here are some key highlights:
- The total number of users increased by 1514.58%, from 1,804 to 29,127.
- Pages per user increased from 1.01 to 2.39, indicating that users were engaging with more content.
- The average engagement time rose from 18 seconds to 1 minute 16 seconds, demonstrating that the new content was more engaging and held users' attention for longer.
- The website facilitated 511 investor deck downloads, a clear indication of increased interest from potential investors.
- Most importantly, the company secured competitive series A funding within nine months post-launch