SUNNYBAY BIOTECH
Highlighting a startup's groundbreaking cancer therapeutics
In my role for SunnyBay Biotech, I leveraged research insights to create a tailored, user-centric experience that effectively attracted and informed potential investors and other collaborators, resulting in increased product awareness, conversion rates, and user engagement.
Platform
Responsive web
Team
- Full-stack designer (me)
- 2 co-founders
Discover
Initial research uncovered unmet user needs
Potential collaborators were unable to gain a thorough understanding of SunnyBay from their original website:
I conducted user interviews and a competitive analysis to identify the following key improvement areas for Sunnybay:
Visitors' information needs and preferences
User expectations based on industry standards
Factors driving user engagement and interest
This approach enabled me to gather valuable insights from both potential users and industry competitors, ensuring a well-rounded understanding of necessary improvements.
Define
Synthesizing insights to shape the design direction
I synthesized what I had learned into an overview of the user journey:
I also developed two proto-personas to guide my initial ideation:
With these insights in mind, the key question became:
How might we improve SunnyBay Biotech's website to facilitate informed collaboration and investment?
Develop
Translating insights into actionable designs
I drafted an ideal task flow to identify key pages for visitors:
To further guide my design process, I also created a corresponding user flow:
Finally, I drafted mid-fidelity wireframes to facilitate initial usability and content testing:
Deliver
Refining design solutions through usability testing
I conducted moderated tests with participants having little to no industry knowledge for the first round of testing to determine participants' ability to navigate the site and understand the company's work.
All five participants were able to complete the tasks with ease, but one participant still wasn't sure what SunnyBay did after completing the test.
My first round of revisions focused on the homepage, where there was the highest potential for users to bounce:
I created a style guide to explore the potential of higher-fidelity UI components in improving user comprehension.
With my style guide in mind, I drafted high-fidelity wireframes to test next:
Debrief
Progress, impact, and next steps
Initial testing of the higher-fidelity designs suggests that users can gain a faster and more comprehensive understanding of SunnyBay's products and research than in earlier rounds, even more so when compared to their experience using the original website.
Development of the redesign is underway, and web rankings have been on the rise after making initial changes.
Looking forward, I would like to conduct:
Additional testing with a more diverse user group including industry professionals to gather broader insights on content and design, and
Quantitative testing post-launch to continuously identify opportunities for enhancing user comprehension and engagement.
By doing so, the website can continue to evolve and better serve the needs of SunnyBay Biotech's visitors, fostering greater interest and collaboration in the company's groundbreaking therapeutics.