CareDX needed someone to design an integrated web experience that supported both Patients and Doctors as they explored options during their transplant journey.

I led the work in designing the user experience. Driving experience strategy and architecture, directing experience design, cross-discipline teams, and managing the client relationship.

The Ask

CareDX is a leader in genetic testing for heart and kidney transplants, software for managing transplant lists and supplying equipment for testing procedures to labs and hospitals.

Their current web ecosystem was fragmented in multiple sites, hard to navigate for different user types and didn’t give the flexibility stakeholders needed to connect and drive business value.

The addition of a shift in communication strategy to be more consumer targeted made an interesting design problem to solve for a company focused in speaking to science and healthcare.

Getting Started

INTERVIEWS
I conducted interviews with business owners and stakeholders to understand the systems we were working in, who the consumers are and what success looked like to them. WORKSHOP
I conducted multiple remote team workshops to map personas, journeys and user needs.

Additional technical workshops were conducted to understand the systems, data architectures and guardrails we needed to consider when building the new system.

Personas

The need for this project was to understand what these different segments really needed to do in their day to day, what they might be doing on this website and what can the site offer them to help them.

From output of the workshops, we began to understand the core differences, needs and opportunities with the their segments.

I continued to hone the work with additional research using internal tools such as Resonate and Statista.

They began to take shape into three unique audiences.

Journey

We needed to map the how the different segments might interact with the site and where we may be able to drive them to business KPIs.

Taking the personas and the base features and function requirements, we shaped journeys.

This helped us shape and refine

• Potential opportunities for additional features and functionalities
• Additional tweaks to existing features and requirements
• System data capture and CRM requirements
• Potential navigation groupings

Defining Architecture

One of the biggest challenges the client was trying to solve was that the site needed to speak to audiences with vastly different content needs.

I shaped the architecture to allow for clear segmentation for audiences with content strategy allowing for language differences to ensure each audience was getting the depth of detail they needed. Mixing content the help prospective transplant patients understand options, detailed science content and webinar access for surgeons and doctors as well as business management content for hospital and lab administrators.

Component Design

We worked to ensure that the design was built in a modular fashion.

Ultimately creating a set of fluid components that allowed the client flexibility and efficiency in managing and speed in updating.

Results

• Multiple flexible templates and a fluid UI and module kit that implemented a brand new vis ID and design.
• Consolidated content strategy for multiple target mindsets
• New product launch platform
• Streamlined ecosystem for training and conference materials
• Simplified product information architecture for hundreds of lab products