BioCertica

· Product design

How Strategic Design Achieved 95% User Satisfaction and Secured $2.2M in Seed Funding

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Key Objectives

Design and build the sell and post-sell experience within 12 weeks.

Acceptable CR% in the initial post launch period

  • Loading DNA results

  • Initial plans on offer

  • Scheduling a pickup

  • Registering a DNA kit

  • Plans after kit delivery

Context

BioCertica aimed to launch a mobile app to manage DNA test results. The initial web solution was abandoned in favour of a mobile app, crucial for features like QR code scanning. The project had a tight deadline, and user engagement post-DNA sample submission was a significant challenge.

Key Objectives

Design and build the sell and post-sell experience within 12 weeks.

Acceptable CR% in the initial post launch period

Problem

Users of the BioCertica app faced challenges in staying engaged after submitting their DNA samples.


The process of accessing and interpreting DNA results required multiple steps, and the wait times for results often led to a drop in user interest. The lack of a streamlined, engaging experience during this waiting period highlighted the need for a more efficient and user-friendly design to keep users invested throughout their journey.


With users having to navigate through several screens to find relevant information, it was clear that there was significant room for improvement in simplifying the user experience and maintaining engagement.

Solution

I collaborated closely with engineers and product manager to design the BioCertica app, focusing on enhancing user engagement and reducing complexity.


We introduced a more intuitive user journey, incorporating features like progress tracking and personalized content suggestions. These improvements kept users engaged during the wait for their DNA results, ensuring a seamless and rewarding experience from submission to result delivery.

Introducing progress tracking

Progress tracking post sell experience

Anatomy of a Homepage

Outcomes

95%+ user satisfaction in beta

$2.2M Seed round

Global expansion and a strategic partnership with Thermo Fisher

Resume

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