Let your genes speak through data

Redesign of DNA ERA website

Client: DNA ERA
Year: 2021

DNA ERA

Services

  • User researchLB*
  • Brand conceptLB*
  • PrototypingLB*
  • Usability testingLB*
  • Visual designLB*
  • IllustrationsMaïté Franchi
  • Front-end developmentWebikon
  • Back-end developmentWebikon

Project results

  • 25%
    Increase in mobile conversion rate
  • 160%
    Increase in up-sell during checkout
  • 380%
    Increase in offline store product reservations

Lead UX Researcher
Walter Lima

Lead Front-end Developer
Adam Močkoř

Marketing Manager
Dominika Babulicová

Visual Designer
Martin Vacho

Background

You wouldn't find two identical pieces in the whole world. It is unique, inimitable, it has a special structure and codes original information. These words can describe both human DNA and a quality website. During the cooperation with DNA ERA, we identified that unique DNA is what the client's website lacks the most.

DNA ERA is a startup providing direct genetic DNA analysis from a customer's saliva sample and a subsequent interpretation of the data. The customer obtains information about their health and nutritional predispositions, as well as their sports potential in the form of a clear report.

The current customer base of DNA ERA represents a specific group of people who tend to consider their healthy or active lifestyle from a long-term perspective, or whose interest is driven by eagerness and a fascination with science. Although the report is useful for anybody, reaching a broader audience has been challenging for the client.

Challenge

Most people don't address their health in advance, they just react to circumstances. However, the biggest value of DNA analysis is in the long-term opportunities for proactive action. How might we address broader audience through a digital channel?

Solution

Discover what lies behind the product value and bring this essence to a brand new, modern and emotionally appealing website. Show that at any point of their life, anybody can benefit from a DNA analysis both from short- and long-term perspectives.

Client's perspective

Dominik Illek
Chief Marketing Officer
DNA ERA

"The LB* team guided us through the whole process: from wireframing through dialogs with existing customers to UX and final designs. We were part of all these steps. We were part of the LB* team. And we enjoyed the process."

Project Phases

Kickoff workshop – design challenge
Journey mapping – customer insights
Concepting - brand & emotionality
Prototyping – navigation & user flow
Visual design – photos & illustrations
Development – final touch & release
Shape

Kickoff workshop – design challenge

Who is more likely to convert and why?

Understanding the barriers

Many people are interested in optimizing their lifestyle, but hesitate to make the purchase. To identify the key doubts, we examined the potential customer groups through user research.

Shape

Journey mapping – customer insights

What is the greatest value of a DNA test for the customer?

Taking care of one's own health and learning about hereditary predispositions are the biggest motivations for purchasing DNA ERA.

Potential customers seem to hesitate about the price, and misunderstanding the product value is the greatest barrier.

Older people are skeptical about the purchase, believing it's too late to make changes in their lifestyle.

Shape

Concepting - brand & emotionality

How to articulate the value: a one-time purchase with lifelong benefits?

Discovery over purchase

Knowing your DNA potential can help you make informed health decisions at any stage of your life. Our concept of chromosome timeline illustrating key life moments emphasizes this product benefit and got a prime position on the website, before the product selection.

Shape

Prototyping – navigation & user flow

How to unify brand communication across all channels?

wireframe 0
wireframe 1
wireframe 2
wireframe 3
wireframe 4
Shape

Visual design – photos & illustrations

How to evoke curiosity through imagery?

Inclusion through colors

Statistics and scientific terminology won't spark an emotion, but a h2 visual language can. We addressed inclusivity and availability with photos and illustrations, without needing to undertake a rebrand.

gallery 0
gallery 1
gallery 2
gallery 3
gallery 4
Shape

Development – final touch & release

How can we deliver a working solution quickly?

Kickoff workshop – design challenge

Who is more likely to convert and why?

Understanding the barriers

Many people are interested in optimizing their lifestyle, but hesitate to make the purchase. To identify the key doubts, we examined the potential customer groups through user research.

Journey mapping – customer insights

What is the greatest value of a DNA test for the customer?

Taking care of one's own health and learning about hereditary predispositions are the biggest motivations for purchasing DNA ERA.

Potential customers seem to hesitate about the price, and misunderstanding the product value is the greatest barrier.

Older people are skeptical about the purchase, believing it's too late to make changes in their lifestyle.

Concepting - brand & emotionality

How to articulate the value: a one-time purchase with lifelong benefits?

Discovery over purchase

Knowing your DNA potential can help you make informed health decisions at any stage of your life. Our concept of chromosome timeline illustrating key life moments emphasizes this product benefit and got a prime position on the website, before the product selection.

Prototyping – navigation & user flow

How to unify brand communication across all channels?

Image navigation

Visual design – photos & illustrations

How to evoke curiosity through imagery?

Inclusion through colors

Statistics and scientific terminology won't spark an emotion, but a h2 visual language can. We addressed inclusivity and availability with photos and illustrations, without needing to undertake a rebrand.

Image gallery

Development – final touch & release

How can we deliver a working solution quickly?

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404

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