Project Brief
Roche, a global biotech giant, aims to strengthen its relationship with affiliates and its online audience through successful acquisitions. To achieve this, they seek to establish a unified e-commerce experience and consolidate their online presence on a single platform.
My Role
As a UX lead, my role involved contributing to the design process by collaborating with a user researcher to evaluate the strengths and weaknesses of Roche Sequencing and its eight affiliate sites. I also facilitated co-workshops and played a key role in synthesizing research findings into practical and viable ideas. What I did: Research coordination, Persona hypothesis, Competitive Analysis, Information Architecture, Prototyping, Usability Tests, and Documenting usability reports
1. Problem Brief
At the time, Roche Sequencing and its affiliates were operating their websites on several content management platforms, which resulted in inconsistent designs across platforms, duplication of the material, insufficient product support, and complicated ecommerce implementations
2. Learned from Inside Out
Conducted interview sessions with internal stakeholders across regions and products and then crafted a list of needs, wants, and concerns.
3. Define the Project’s Goals
The group reframed their goal to develop a single platform, end-to-end solution for the target group.
4. Identifying the site’s target audience
Roche Sequencing works with a wide range of professionals and consumers who have a need for genetic data and its impact on privacy and health but have a different level of need and varied service requirements. The team discovered 11 personas as a result.
5. Persona Hypothesis
In order to plan, design, and develop the site, we used the 11 personas which we created as relatable and coherent references.
6. Competitive Analysis
Performed a site-by-site competition study after identifying five companies as direct competitors.
7. User Journeys
We aligned the personas with the strategy and information architecture by crafting User Journeys. These artifacts are maps of the ideal path a user has in the course of using Roche Sequencing’s new site. We’ve created four journeys covering the 11 personas:
8. Site Mapping
Checklisting and compartmentalising key contents were accomplished through a series of card-sorting exercises.
9. Validating Assumptions
Performed a cognitive walkthrough test with eight real users to assess the new navigation’s strengths and drawbacks.
10. Iterations from Usability Tests
5 rounds of moderated tests informed iterations that helped refocus hierarchy and navigation.We asked the participants to complete several scenarios and observed their movement patterns, mental models and ability to complete their goals.
Through multiple rounds of feedback, we were able to decrease the cognitive load from our users and make key information more accessible at a higher level.
11. Final Prototype Designs
As a result of the process, I created roughly 80 different layouts, including 25 e-commerce screen pages
