Veritas Genetics
Educating and empowering people to live healthier and longer
About Veritas
Veritas Genetics is a bio-tech start-up whose vision is to make genome sequencing accessible to everyone. Knowing your genetic makeup could prove hugely valuable if you discover life-changing information, such as a serious disease risk. We were tasked to help redesigning a site and coming up with an app concept. When it comes to the site, we found that the information architecture wasn’t resonating and we did a card sort and several mapping exercises to come up with something that users could understand. We also recommended a strategic shift from focusing on doctors to focusing on consumers. And brought in e-commerce best practice to overhaul their checkout flow and others.
Building an experience that provides trust and personal guidance to help customers manage their health more holistically
The Process
The most notable aspect of our process was bringing Principle earlier into design process. Many times, I have found that using a tool like this at the end of the design phase often makes the motion feel dissociated from the overall experience; by bringing it in early in the ideation phase, we were able to craft a more meaningful and packaged experience.
Emotive Design
Unfortunately, many customers receive bad news from their genetic markup. It was therefore all the more important to humanize the experience by incorporating welcoming imagery and controlling the pace of the information. This way, we can inspire customers to take action rather than be afraid.
Familiar UI
Based on the existing site’s extremely poor performance data, we knew that the experience layer needed to leverage more standard ecommerce design patterns to get consumers into a purchasing mindset.
Genome ID app
Before the redesign, there was no way for customers to view the results of their genetic data. Therefore, we introduced the Genome ID app. The app would be a one-stop destination to house a customer’s medical information and genetic results, and provide the ability chat with a medical professional.
