Informative design for confident self-service
Designed Genomic Life's first digital self-service platform from scratch, turning a phone-call-only service into a self-serve experience members could use to order kits and manage their benefits on their own.
The problem
Genomic Life and Cancer Guardian services ran almost entirely through phone calls. Members discovered services through census imports or word-of-mouth referrals, with no self-service capability. Educational efforts via webinars and email ran into spam-filter issues and inconsistent messaging. The organization needed an accessible digital entry point.
Goal
Direct members to a new digital platform functioning as a comprehensive hub: sign up, order genetic tests, input health information for future recommendations, schedule counseling, and get support for specific findings. I led all research, persona development, journey mapping, wireframing, prototyping, and usability testing independently.
User journey evaluation & personas
Research involved analyzing NPS responses, surveys, and interviews to develop personas and journey maps. The key finding: members lacked understanding of what benefits were even available to them. Service transparency emerged as the most urgent design priority to address.
Flow and journey development
Rather than assuming one ideal pathway, I mapped multiple entry points — members could land in the platform through several different paths depending on data ingestion from their partner company. Documenting all scenarios let us prioritize high-frequency use cases over hypothetical happy paths.
Education of dynamic offerings
Introduction to services
An onboarding carousel presented educational content with accessible visuals, reinforcing consistent messaging about services across multiple touchpoints.
Product clarity in context
Card components offered varying levels of service detail, letting users explore information or proceed directly to ordering.
Diversifying informative content bites
Post-order surveys requested health information during the kit-arrival wait period. Explicit language clarified the reasoning for intake, lowering the barrier to entry, while marketing coordinated email reminders for completion before results delivery.
Results
The self-service platform launched after nine months, converting a phone-dependent process into a digital experience across devices. Educational integration correlated with increased kit orders and health-survey completion — comprehensive benefit understanding proved essential for accurate genetic report interpretation.
What I'd do differently
Research would benefit from structured recruiting beyond one team's existing contacts. I'd also want to explore offering prioritization further and test personalized recommendations for different user segments.