Cell Systems

UXR/UX/UI

Biotech e-commerce service for global scientific and research organizations. Successfully rebranded the website for an optimized customer experience, greater product discoverability and increased brand recognition via google search.

2020

Understand customer needs and behavior to drive purchasing.

I familiarized myself with industry standards and conducted a comparative analysis to identify expectations and opportunities.

I analyzed customer behavior and conversion based on the available data from Shopify and Google analytics.

I interviewed scientists to learn about the process of buying scientific tools for the lab setting.

Content strategy to optimize conversion and information design.

I produced low-fidelity wireframes to identify optimal page layout and content requirements for an ideal purchasing environment.

Support decision-making by providing critical and relevant information.

A single product page can be a point of entry for a user. I had to grab their attention and build trust while they accessed product information to enable them to make a quick purchasing decision.

Guide product discovery and purchasing.

Establishing proper navigation was extremely important to ensure products and supporting documentation could easily be found. There are 3 categories of products offered, plus special kits. I wanted to guide the user through these selections and make it easy for returning customers to quickly find and purchase the very specific products they were looking for.

Attract business partners and build trust with prospective customers.

I worked with the marketing team to design a home page with organized content, targeted messaging, featured value propositions, and an effective call to action.

I created a clean modern medical look to relate to the sterile lab environment and contemporary e-commerce experience.

Meeting expectations.

53%

Online conversion inprovement
1.5k

Active monthly users
350

Active business partners
87%

Organic search improvement