Vitagene is a new class of a health and wellness company, combining expertise in genomics, data analytics, and digital health to provide health-conscious consumers access to the latest scientific research in wellness and nutrition and to translate these insights into direct results. I was hired by Vitagene to re-design and help re-brand Vitagene's B2C (consumer-facing) website.
Ideation, Sketching, Copywriting, User Interface Design, Visual Design, Graphic Design
Visitors who came to Vitagene's website were unable to navigate and understand the Vitagene website. Because of the lack of proper navigation and message on the website, consumers were unable to discover what Vitagene could offer them, leading to limited conversions. The goal was to create a higher demand for Vitagene's products and subsequently increase the number of conversions.
I re-designed the Vitagene website to guide the user along a logical path toward conversion. This consisted of a complete overhaul of the structure of the website's information architecture, a brand new interface, and a more inviting look and feel. To achieve a friendlier and more consumer-friendly feel to the homepage, I created a brand guide and designed an icon set for Vitagene to use on its consumer pages.
I worked with the Vitagene team to identify the user experience problems within the website and to help guide Vitagene toward a clearer value proposition. The one question we tried to answer was, "What is the one thing we want to communicate at the first impression?" To answer this question, we completed market research and competitive analysis to help visualize various product experiences in a concrete manner. The following were the focal design problems of the Vitagene website.
After initial research, I created a user flow to map out how the website should be laid out to help users gain understanding of what Vitagene was offering and create an easier path to conversion.
Two things I focused on in this flow were:
To maintain consistency on the Vitagene website, I created a brand guide and icon set for the website. I wanted to create a sense of friendliness and warmth, paired with professionalism and expertise.