Work
/
biogenix
BioGenix Digital Ecosystem
826% More Engagement, 558% More Page Views
Client
reffered to as Biogenix due to NDA
Role
Lead Designer & Developer (Branding, UX/UI, Framer build, partial React integration)
Duration
6 months (Full-cycle design & development)
Tools Used
Project Overview
Designed BioGenix’s digital presence, making complex biotech data accessible and user-friendly. Developed a cohesive brand and platform to serve internal teams and external stakeholders. Due to confidentiality agreements, project details have been modified.
The Goal
Establish a Clear, Cohesive Brand: Develop visual identity and messaging that simplify complex biotech concepts.
Improve User Understanding & Engagement: Streamline technical data into intuitive user flows, boosting inquiries and lead generation.
Create a Scalable Digital Ecosystem: Design and develop an interactive website, webinar platform, and email marketing system that could grow as the company’s product lines and audience expand.
The Outcome
Research & Discovery
Stakeholder Interviews (15+ total)
Sales/Marketing: Needed clear value propositions and straightforward lead capture.
R&D: Emphasised accurate, data-rich product pages to maintain scientific integrity.
Competitive Analysis
Reviewed 5 leading biotech sites; noted that simpler data visualisations increased user engagement.
Many biotech sites were jargon-heavy and cluttered, highlighting a market gap for clean, user-centric design.
Brand Foundation
Established core brand elements (colour palette, typography, brand voice) for consistency.
Combined professional with approachable tones to cater to both experts and newcomers.
Key Findings
Users craved “clarity”: minimal jargon, strong visuals, straightforward navigation.
Desktop-first design was crucial (90% of users), but the site still needed responsive basics.
Multiple user segments (clients, partners, researchers) required tailored user flows.
Crafting the Solution: From Insights to Implementation
Comprehensive Brand Guidelines
Why: Unify the look/feel across website, webinars, email campaigns.
What I Did:
Crafted a science-inspired colour palette (WCAG 2.1 AA compliant).
Defined brand voice guidelines that balanced technical and approachable language.
Impact:
Immediate alignment across teams.
Reinforced BioGenix’s credibility as an industry thought leader.
Data-Driven User Flows & Wireframes
Why: Present complex biotech information in intuitive formats.
What I Did:
Created Figma wireframes and FigJam user flows for data-heavy product pages.
Prioritised the most essential data (clinical results, product specs) while maintaining clean layouts.
Impact:
Minimised user overload, boosting engagement.
Clear navigation for different audiences (sales prospects vs. scientific partners).
Desktop-First, Framer-Based Front-End
Why: 90% of users accessed via desktop.
What I Did:
Built the front-end in Framer, focusing on scalable design systems.
Integrated React for data for custom GEO-location due to patents on products.
Impact:
Fast load times, custom animations for scientific visuals.
Maintained WCAG 2.1 AA accessibility, including robust keyboard navigation.
Webinar & Email Marketing Platform
Why: Capture leads and position BioGenix as a thought leader.
What I Did:
Deployed webinar sign-up flows and automated email campaigns, synced with CRM tools.
Segmented mailing lists based on user behaviour (R&D-focused, investor-focused, etc.).
Impact:
Steady pipeline of qualified leads.
Automated, targeted email sequences improved open rates and engagement.
