HOW MIGHT WE enlighten and empower our users to understand the profound benefits of a holistic and optimized lab workflow?

Type: Web Section Redesign & Awareness Campaign
Client: Illumina
Role: Project Owner & UX Strategy Lead

Set The Stage: Project Goals & Activities

Setting expectations at the beginning of a project enables the stakeholders and the implementing team to thrive.

Team Collaboration & Kickoff!

Getting our ideas out together reinforces our roles and responsibilities while building trust and a path to work together efficiently

Stakeholder Inputs - Market Research

identifying where to focus ensures that our qualitative experience will support the business objectives Through the user’s desires.

When we start talking about big numbers, it’s critical that we establish a solid foundation to why and how we will approach the opportunity.

Stakeholder Interviews

Stakeholder interviews allow us to understand the intent and help us define objectives for the problem we are trying to solve

Common Threads

The collective consciousness

Ease of use
Education: Cover the bases. Why, How, What (“Why is this better than what I’m using”)
Workflow benefits: Overall workflow is more than sum of its parts – time reduction, cost savings, support
Enablement through ease of understanding and flexibility of the new portfolio
Quality and innovation in library prep, Overarching, Topic, or Segment specific

What do we know?

Defining the problem

Our customers are unsure how to navigate our library prep portfolio.
Our library prep brand has become diluted
Our current digital content has educational gaps
We need to be thoughtful in how we persuade

Remote User Testing & Observational Research

This time it was Remote! Asking the right questions and empathizing with our users brings us close to the problem and inspires thoughtful solutions

Participants spanned across 8 countries & 12 native languages

Card Sorting
Task-Based Measurements
Prototype Validation

7 sessions of 15-25 users
Interviews & Observational Research
Quantitative & Analytics
A/B Testing

Persona Development

Asking the right questions give us optimal insights to build a use case-specific persona

Quant & Qual

What is working and not?
Priorities
Hesitations
Painpoints
Value props / Key messages
IA

Synthesis

Key Messages

Personas

The persona leads our empathy as a team. It has clues to how we will design and speak to their mental model. Developing them requires asking the right questions and thoughtful synthesis.

Key Assets Identified & Validated By Our Users

The numbers anchor and strike curiosity while the chart satisfies what the user told us they need

A chart created with our users proved to be the most valuable and enabling asset. It outperformed feature videos at the top of the page and set a new standard for future web updates.

Competitive / Comparative Analysis

Identify the good and the bad to summarize what we will do to stand above the competition and elevate the User experience.

Workshop It!

Bringing the subject matter experts together and collaborating as one with a remote whiteboard is efficient and fun. It starts from the beginning of a kickoff and builds throughout the project. This allowed us to work autonomously during COVID lockdown resulting in our best performing year to date! And yes, we celebrated with champagne…