Timeline

JUNE 2024 - SEP 2024

Role

UX Designer

Tools

Figma, Wordpress

⋆What is ASKO Holdings?⋆

ASKO Holdings is a biopharmeceutical company that branches into two lines of business. ASKO Pharma is a research organization that provides developmental support; and ASKO Therapeutics develops therapeutic products for the clients.

As an intern under Ann Arbor SPARK, I was paired with the startup - ASKO Holdings - as I led their digital transformation. The project aimed to establish a strong presence, enhance brand visibility, and improve customer engagement.

⋆MY DESIGN PROCESS

⋆ROLLING UP OUR SLEEVES

ASKO Holdings offers valuable cardiovascular and metabolic disease research expertise for early-stage drug development.

However, its lack of a digital presence obscures its services from potential partners, forcing small and medium-sized biotech companies to rely on limited word-of-mouth referrals and making it challenging for them to evaluate ASKO's capabilities for collaboration.

⋆CURRENT USER ISSUES:

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

⋆COMPETITIVE ANALYSIS

We researched other competitors to see where ASKO stands in the market, and gain insights into the users’ behaviors. ASKO would likely be compared to other contract research organizations (CROs) or biotech companies focused on co-development relationships.

Fellow Startup

PROBLEM

⋆IDEATION

From the data I got from my competitive research, I was able to ideate the layout using Strawmen’s Template and add onto the website.

⋆FIRST ITERATION - LOW FIDELITY

After conceptualizing the layout, we transitioned to the design phase, beginning with low-fidelity wireframes.

⋆FINAL ITERATION - HIGH FIDELITY

⋆KEY DESIGN DECISION #1 - Adding a dedicated contact page to address ASKO Holdings' visibility challenges.

⋆KEY DESIGN DECISION #2 - Adding a dedicated team page to build trust and credibility in ASKO Holdings' digital presence.

⋆KEY DESIGN DECISION #3 - Organize their medical service information in containers/boxes for users to intake information better.

With each iteration, I got input from each stakeholder team (software development, product, etc) to make sure the design is feasible and make the deliverable as strong as possible. Below are some of the key design changes I made based on those discussions!

My Final Thoughts.

My AA SPARK Digital Summer Clinic Team :)

Diving into the startup world was an eye-opening experience that demanded my full commitment and versatility. However, redesigning ASKO’s website was one of the most comprehensive, challenging, and rewarding projects I’ve ever embarked on.

Following a user-focused redesign, the website's information accessibility skyrocketed by 63%. This impact underscored the power of user-centered design and validated my design process approach.

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.

My experience at ASKO Holdings and Ann Arbor SPARK allowed me to keep pushing myself to get out of my comfort zone and find new solutions to problems in ways that applications more accessible for all.

ASKO Holdings LLC

UI/UX Website Redesign for ASKO Holdings LLC