Let your genes speak through data
Redesign of DNA ERA website
Client: DNA ERA
Year: 2021
Services
- User research – LB*
- Brand concept – LB*
- Prototyping – LB*
- Usability testing – LB*
- Visual design – LB*
- Illustrations – Maïté Franchi
- Front-end development – Webikon
- Back-end development – Webikon
Project results
- 25%Increase in mobile conversion rate
- 160%Increase in up-sell during checkout
- 380%Increase in offline store product reservations
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
"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
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?
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.
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?
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.
Development – final touch & release
How can we deliver a working solution quickly?
