Summary
I redesigned the marketing website of a genetic testing service to support a pilot scale-up in November 2023. This boosted sign up rate by 5.3% compared to the pilot. I owned user research including usability testing, UX design, UI design and motion graphics design work.
The need
We invited 3000 MassMutual policyholders to discover their genetic risk of common health conditions as a free benefit in 2022. 54% signed up. A survey showed the remainder needed additional assurances including on privacy, hidden costs and the company behind the test. In preparation for a scale-up, we needed to meet these needs to maximise sign up rates and increase our customer value proposition.
A new product identity
We also needed a product name and visual brand identity - I suggested Health Insights which was favoured in preference testing. On internal agreement, I led the creation of the visual identity in collaboration with my colleague. He created a circular motif to represent multiple polygenic risk scores in the abstract sense for use across touch points. I iterated on his concept to see whether it could also be modified to communicate the test more literally as a hero image.
One of our ideas was just to show a mock up of the report as the hero image. However, in usability testing I found that users were confused - it raised more questions, the kind that would be answered in consultation at the end of the service, not to mention concerns regarding information density in a small image.
Who are the doctors?
We state that our test is created by world-leading Oxford professors. However, usability tests showed that users wanted a lot of detail on the medical authority we had - an interesting cultural difference between a UK and US audience.
I want to know more about the doctors, where they went to school, how long they’ve been in the field, other professional experience, if they’re invested in the company. - Jack, 40
Why should I get this test?
One of the key factors for users when considering a test was accuracy. Usability testing showed they tried to compare our test with competitors, so I designed a chart using internal data on test performance. This provided an at-a-glance way to differentiate without having to delve into our science content.
Tying it all together
Impact
We launched the redesigned website at the end of 2023. We observed an increase in sign up rate of 5.3% in January 2024, indicating we met the needs of more users. The website, product name and visual identity received praise from US customers and led to greater interest from others.