Nurture Genomics
Project Concept
In close partnership with Nurture Genomics, we kicked off the project by supporting the client in defining their service model and go-to-market approach. With clarity on how Nurture Genomics would connect with and serve parents, we then concepted a web app experience that offers parents a new sense of confidence by helping them best prepare for and, if needed, respond to their child’s genetic predisposition to rare, treatable or manageable diseases. The app facilitates the purchase of genomic test kits, account creation, test kit registration, tracking, and reporting for parents, and customer service and order tracking for the Nurture Genomics administrative team, so they can continue to deliver an accessible, transparent, and empathetic experience to the families that they work with.
Project Methods
Product Design
Crafted a streamlined, user-friendly interface that guides users through the genomic testing process, focusing on intuitive navigation.
Brand Identity
Developed a distinct visual language for Nurture Genomics that reflected the brand’s innovative and trustworthy nature.
User Journey Mapping
Mapped out the user journey to identify key touchpoints and pain points, creating a smoother user experience at every stage.
Collaboration
Worked closely with cross-functional teams, including key stakeholders and developers, to ensure that design solutions are aligned.
Responsive Design
Ensured the product design maintained usability and visual appeal across devices.
User Research
Conducted in-depth user interviews and surveys to gather insights into user needs and preferences.
We conducting a user journey map to understand the experiences of expectant parents. We held collaborative work sessions with stakeholders and created detailed user personas to ensure the app meets diverse needs. We developed an app map outlining essential features and established a brand identity that conveys trust and empathy. A competitive analysis helped us identify market opportunities.
Design Solutions
Created detailed UX sketches, which served as the foundational blueprints for the website’s design and functionality. These sketches mapped out user journeys for key tasks such as These sketches mapped out user journeys for key tasks such as purchase test kit, register and activate test kit, progress tracking. The sketches also included wireframes for the main pages, highlighting the layout and navigation elements essential for a seamless user experience.
Outcomes
The Nurture Genomics web app strives to empower parents by offering a user-friendly design, straightforward language, and intuitive navigation. It equips parents with the knowledge necessary to feel reassured about their children's well-being. Through a step-by-step approach accompanied by clear explanations via text, images, and videos, the app simplifies the process of genetic testing and result interpretation. In instances where a child's genetic profile indicates a potential issue, the app facilitates prompt connections with genetic counseling support for both the child and the family.
Final Product
