CASE STUDY: UX | Web design | Brand evolution

CASE STUDY:
UX | Web design | Brand evolution

Design that educates and converts

Problem:

OrisDX, an early stage company with a new diagnostic test for head and neck cancer, wanted to drive conversions by healthcare providers and increase disease awareness in patients.

Their old site had critical user experience gaps:


Conversion friction with no clear, consistent call-to-action to convert site visitors to customers

Brand inconsistency with a fragmented visual system that didn't convey an approachable, trustworthy feel


Accessibility barriers including navigation and CTAs that were not ADA compliant, creating usability challenges

OLD HOMEPAGE

OLD HOMEPAGE

OLD HOMEPAGE

Approach

As an early stage company, OrisDX wanted a quick initial rollout of their site that could easily be edited by their small team moving forward.

To do this, we:


Aligned with client on baseline requirements versus value adds, prioritizing user experience must-haves

Minimized project timeline by building in Hubspot


Focused on brand expansion rather than a full redesign, building on their existing logo to create the trustworthy, approachable feel they were seeking.

BRAND EXPANSION

Impact

Our work earned a 10/10 Net Promoter Score from the client, reflecting the strength of the design solution and process.

Since the redesigned site just launched, we anticipate measuring impact through metrics such as conversions, time on page, and contact form fills.

Our work earned a 10/10 Net Promoter Score from the client, reflecting the strength of the design solution and process.

Since the redesigned site just launched, we anticipate measuring impact through metrics such as conversions, time on page, and contact form fills.

Our work earned a 10/10 Net Promoter Score from the client, reflecting the strength of the design solution and process.

Since the redesigned site launches soon, we anticipate measuring impact through metrics such as conversions, time on page, and contact form fills.

View site

View site

View site

What went well

Smaller teams with limited design experience often struggle to visualize a finished website, so I spearheaded a new approach: instead of presenting a style tile, we created sample content blocks accompanied by a brand expansion presentation that explained the rationale behind our design choices. This combination gave the client a clear picture of how the site would look and feel at launch, and built their confidence in the direction we were taking.

Our work earned a 10/10 Net Promoter Score from the client, reflecting the strength of the design solution and process.

Since the redesigned site launches soon, we anticipate measuring impact through metrics such as conversions, time on page, and contact form fills.

What we could do differently

There are still some experience kinks to refine when it comes to the ordering process. For example, the site currently relies on a single contact page rather than a dedicated order form, which could be streamlined to better support user tasks and conversions.

Our work earned a 10/10 Net Promoter Score from the client, reflecting the strength of the design solution and process.

Since the redesigned site launches soon, we anticipate measuring impact through metrics such as conversions, time on page, and contact form fills.

NEW HOMEPAGE

NEW HOMEPAGE

NEW HOMEPAGE

More questions about my work?

If you want to talk design and/or science, reach out to me here by email.

Or you can go back to the homepage. I won't stop you.

Hi I'm Anna, a UX/Digital Designer ✦

I make complex science approachable with engaging digital and print media. I've worked with brands like Illumina, Agilent, ThermoFisher Scientific, and the Alzheimer's Association. Previously in a biology research lab and on commercial/TV sets.

When I'm not at a computer, I spend my time playing frisbee with my dog Wallis, attempting pirouettes in beginner ballet, and tasting the monthly Salt & Straw ice cream flavors.

Email me

Hi I'm Anna, a UX/Digital Designer ✦

I make complex science approachable with engaging digital and print media. I've worked with brands like Illumina, Agilent, ThermoFisher Scientific, and the Alzheimer's Association. Previously in a biology research lab and on commercial/TV sets.

When I'm not at a computer, I spend my time playing frisbee with my dog Wallis, attempting pirouettes in beginner ballet, and tasting the monthly Salt & Straw ice cream flavors.

Email me

Hi I'm Anna, a UX/Digital Designer ✦

I make complex science approachable with engaging digital and print media. I've worked with brands like Illumina, Agilent, ThermoFisher Scientific, and the Alzheimer's Association. Previously in a biology research lab and on commercial/TV sets.

When I'm not at a computer, I spend my time playing frisbee with my dog Wallis, attempting pirouettes in beginner ballet, and tasting the monthly Salt & Straw ice cream flavors.

Email me