Ann Arbor SPARK

UI/UX Website Redesign for a developing biopharmaceutical start-up.

Disclaimer: due to an NDA, the name of the company, brand logo, and other identifying information in this case study have been altered to keep confidentiality.

Timeline

JUNE 2024 - SEP 2024

Role

UX Designer

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⋆PAIN POINTS

Tools

Figma, Wordpress

Client Context

A biopharmeceutical company that branches into two lines of business. One being a research organization that provides developmental support; and the other develops therapeutic products for the clients.

As a UX Design intern at Ann Arbor SPARK, I led the digital transformation for a biotech research startup by designing their first digital presence. Through competitive analysis and stakeholder research, I focused on understanding how biotech companies discover and evaluate research partners, creating a website that effectively communicates scientific capabilities and streamlines the partnership discovery process.

⋆THE PROBLEM

A critical gap in the digital discovery process for biotech partnerships

Despite offering specialized expertise in cardiovascular and metabolic disease research, the company's limited digital presence creates significant barriers in its B2B customer journey. Small and medium-sized biotech companies struggle to discover and evaluate potential research partners, relying on inefficient word-of-mouth referrals.

⋆THE SOLUTION

To bridge the digital discovery gap, I designed and implemented the company's first website, creating a clear digital presence that effectively communicates their research capabilities to potential biotech partners. This user-friendly website serves as a comprehensive platform where it can:

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⋆Our main persona :

To understand barriers in the partnership discovery process, I worked closely with the CEO to analyze previous client feedback research and conducted competitive analysis of 10+ similar research facilities. This research revealed critical pain points: potential partners struggle to find detailed technical capabilities, word-of-mouth referrals limit discovery of specialized expertise, and there's no clear way to evaluate partnership fit before initial contact.

Analysis of the company's past 12 months of partnership inquiries revealed:

  • 70% of inquiries came from medium-sized biotech companies

  • Most common initial questions focused on technical capabilities and equipment specifications

  • Average 2-3 week delay in partnership discussions due to word-of-mouth discovery process

  • 85% of successful partnerships came through professional network referrals

  • Multiple missed partnership opportunities due to limited digital presence

These are the initial layouts and drafts of the website before we got to put our hands on them.

Immediately showcase research capabilities and expertise on an accessible homepage...

Clearly communicate available equipment and technical specifications for partnership evaluation...

⋆COMPETITIVE ANALYSIS

My partner and I researched and analyzed 10+ other competitor websites to identify common B2B user paths and information priorities and documented the successful partnership showcases. They would likely be compared to other contract research organizations (CROs) or biotech companies focused on co-development relationships.

All competitors prominently display specific technical capabilities

  • Larger companies (Medpace, PPD) focus on comprehensive service lists

  • Smaller companies (Artbio) emphasize specialized expertise

⋆IDEATION

Looking through each competitor’s websites, there are also different levels of partnership transparency

  • Artbio specifically highlights collaborations

  • PPD emphasizes integrated services

⋆MID FIDELITY WIREFRAMES :

Improved Information Hierarchy

Though the information is better organized, it still needs more visual hierarchy.

  • Organized research capabilities into clear sections

  • Added equipment specifications table

  • Created dedicated partnership process section

  • Introduced case study structure

  • Introduced the team members and showcased their achievements and expertise

Based on the provided initial website draft and research, I needed to create a suitable information architecture. Using the data I gathered, I designed the layout with Strawman’s Template to understand what pages are needed to highlight collaboration/past projects and clearly display a direct contact process.

⋆FINAL ITERATION :

Optimized B2B Experience

⋆KEY DESIGN DECISION #1 - Adding a dedicated contact page to address start-up’s visibility challenges.

With each iteration, I got input from each stakeholder team (CEO, product team, etc) to make sure the design was heading in the right direction and make the deliverable as strong as possible. The comments below are for me to ensure the website displays the correct design principles and trends.

Reflection.

My AA SPARK Digital Summer Clinic Team :)

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Present detailed collaborative case studies and methodology to build credibility...

This was my very first internship! Working for a start-up was important in solidifying my work ethic. With so many firsts, this was an eye-opening experience - redesigning this website was one of the most comprehensive, challenging, and rewarding projects I’ve ever worked on.

With the website launched, the company I worked with brought this new brand identity to conferences/outreach meetings, which increased their clients and biopharmaceutical partners by 120%.

What I learned:

  • Proactive Communication: If the project is self-directed, reach out to ask questions and communicate well! Actively reach out, and collaborate. With the feedback I was given, I was able to refine my approach and improve the overall quality of my work. This proactive communication helped me stay on track and demonstrated my commitment to the project.

  • Embrace Flexibility: Adaptability is crucial in a self-directed environment. Being open to changing plans or approaches based on new insights or feedback can lead to better outcomes.

  • Build Relationships: Networking and building relationships with colleagues can create a supportive environment that encourages collaboration and knowledge sharing.

I got experience, I got paid, and I got an invaluable networking community. What more could you possibly ask for?



⋆PROJECT OVERVIEW

Team

Kennedy B. & Phoebe O.

And provide transparent partnership process and contact information.

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Client List

UX Designer, 2023

Ann Arbor SPARK

UX and Brand Designer, 2024

NOAA Glansis

Design Lead

MHacks