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.
I was tasked to lead the team in rearchitecting the the experience and was responsible for experience strategy, user experience design, directing cross-discipline teams, and managing the client relationship during the project lifecycle.
Key Project Tenets:
Multiple Personas - Unique Journeys - System Architecture / Consolidation - Modular Design - Agile Development
Keywords of focus from stakeholder interviews.
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.
We utilized the conversation to drive the initial set of features/functions which would develop the overall product roadmap.
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
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.
Agile Design
We worked to ensure that the design was built in a modular fashion.
Leading collaborative design sessions, we developed the framework for the final UI kit.
Ultimately creating a set of fluid components that allowed the client flexibility and efficiency in managing and speed in updating.
Results
Through multiple sprints the final product came to life:
- 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
