"You'll never soar like an eagle if you hang out with turkeys"
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LUXTURNA HCP site
Role: User Research, Information Architecture, Visual Design, Animation, Illustration
Industry: Biotechnology
Duration: 12 weeks
LUXTURNA HCP site
Role: User Research, Information Architecture, Visual Design, Animation, Illustration
Industry: Biotechnology
Duration: 12 weeks
LUXTURNA HCP site
Role: User Research, Information Architecture, Visual Design, Animation, Illustration
Industry: Biotechnology
Duration: 12 weeks
LUXTURNA HCP site
Role: User Research, Information Architecture, Visual Design, Animation, Illustration
Industry: Biotechnology
Duration: 12 weeks
LUXTURNA is a breakthrough genetic treatment for retinal dystrophy that was recently approved by the FDA. Operating in the rare disease space the goal was to educate Retinal Specialists on what LUXTURNA is, who it's for, and how the treatment works.
LUXTURNA is a breakthrough genetic treatment for retinal dystrophy that was recently approved by the FDA. Operating in the rare disease space the goal was to educate Retinal Specialists on what LUXTURNA is, who it's for, and how the treatment works.
LUXTURNA is a breakthrough genetic treatment for retinal dystrophy that was recently approved by the FDA. Operating in the rare disease space the goal was to educate Retinal Specialists on what LUXTURNA is, who it's for, and how the treatment works.
LUXTURNA is a breakthrough genetic treatment for retinal dystrophy that was recently approved by the FDA. Operating in the rare disease space the goal was to educate Retinal Specialists on what LUXTURNA is, who it's for, and how the treatment works.
LUXTURNA is a breakthrough genetic treatment for retinal dystrophy that was recently approved by the FDA. Operating in the rare disease space the goal was to educate Retinal Specialists on what LUXTURNA is, who it's for, and how the treatment works.
Research phase:
2 weeks
To ensure we were building the right product and align on business objectives we kicked off the project by conducting stakeholder interviews, creating anonymous doctor surveys, and reviewing click rates on the existing site.
Distilling the data I found that some key areas for improvement were in keeping users engaged. There was a significant drop in traffic after the launch.
Content Inventory:
Key findings:
- Users found navigating the site difficult and did not engage with the UI
- High traffic driving to the “About” but users were not engaging with the three CTAs on the page.
- High fall-off rate on order test kit page
User flow:
By defining our user needs, map out the minimal number of steps to reach a goal.
Create a content hierarchy:
Design phase:
3 weeks
Our design phase started with 2 days of brainstorming and sketch sessions and quickly iterating our ideas into wireframes.
A/B testing
We designed 2 options and tested the results.
Final UI:
Selected Works
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