Boosting sign-up by 5.3% with marketing site redesign

• Genomics lacked a product identity, which undermined trust and adoption. I proposed and validated the name Health Insights through a naming survey, where it ranked top.
• For speed, I extended the existing Genomics brand as a visual identity, increasing the use of navy and introducing bold patterns to stand out from light-toned competitors.
• I created an initial design system with accessible tokens and components in Figma, ready for cross-team use.

• I worked with executive and legal teams to design an About us page featuring founder and medical staff bios, published research, and media coverage.
• To address privacy concerns, I added a Trust and privacy page with explicit statements on non-sharing with third parties, GDPR and ISO27001 credentials, and how patients controlled their data.
• I created FAQ content explaining why insurers offered the free-benefit test, assuring there are no hidden costs and reiterating how the test differs from competitors.

• I added a sample report to the homepage hero as an easy way to show what patients would receive, adapting a pattern from other genetic services.
• The How it works section was buried on the home page. I promoted it in the hierarchy, created a dedicated page, and added new content describing how genetic data is analysed and what patients could do with their results.
• To simplify the Science content, I worked with the science and medical teams to reduce jargon.

I ran a moderated usability test with five participants from our target demographic (35–70, US, life insurance).

• Only 2 of 5 participants said they would sign up.
• Most were confused by the sample report, which raised questions better handled post-report.
• Several wanted clearer differentiation from competitors and more transparency on founders and medical staff.

"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

• To resolve sample report confusion, I explored alternatives to represent the test, balancing detail with simplicity.
• I partnered with the Lead Product Designer on this and adopted his circular representation. I animated it using avatars to show how results vary between individuals, reflecting the polygenic nature of the test.

• To help patients evaluate the test, I reviewed previous research on patient motivations and found that perceived test accuracy was a top factor in choosing between tests.
• I created a comparison chart of competitor accuracy using newly published AUC data from Genomic Prediction, 23andMe, and internal sources.
• The chart emphasised Health Insights' stronger PRS performance and guided patients to the Science page for a more detailed view.

To meet patient requests for transparency, I expanded executive and medical professional bios to include where individuals studied, their history, and why they joined the company.

An additional usability test showed:

• 4 of 5 participants said they would sign up.
• All found the comparison chart useful, and often went to the Science page as a next step.
• Some thought the animation helpful for understanding the test.
• Some felt the expanded bios gave extra confidence.

• 23andMe had a data breach in October 2023. To understand whether this was a threat to sign-up, I ran a quick pulse survey with 50 individuals in our target demographic. I explained the breach, asked them to view a prototype of the marketing site and answer attitudinal questions.
• Awareness of the breach was low (18%).
• The majority indicated they would still sign up. While the survey size was small, I decided not to proactively modify the site content in the absence of an obvious threat.