growing a biotech through user-friendly web presence
As a Sr. Web UX Designer for Thermo Fisher Scientific, one of the world's leading biotech companies, I participated in the entire process of defining the user experience from researching the users and the business requirements through ideation, design, testing and optimization. I also delivered design and UX related presentations and training. I strategically partnered with marketing and product managers on redesign projects to elevate the customer experience. I approached the redesign with a customer centric point of view in order to drive sales through improved user experience. Here is a case study about the launch of a cutting-edge instrument.
I successfully designed the launches of many multi-million dollar products. The Design Thinking process helps keep the process running smoothly when working with cross-functional teams and meet the hard deadlines all the while ensuring that we remain focused on the users' needs.
New product launches have to hit the ground running. They are vitally important to the company and attract the media spotlight.
I'm passionate about starting with understanding the user needs and what we are trying to communicate. I work closely with the product and marketing managers on interviewing users. I corroborate with the UX research team on the personas.
After conducting the preliminary research, I analyze the findings and discuss them with the key stakeholders. We define the user outcomes and benefits based on the customer journey.
We discuss how to meet the users' needs through the various digital deliverables for a full, omni-channel experience. We plot the ideas based on their impact on the customer experience.
I sketched ideas that were deemed the best suited by me and the stakeholders. Based on the prior user research, I created flow charts to facilitate the understanding of the user journey. Then I work with the corporate information architect on creating a site map that would ensure that the screens supporting the new instrument are seamlessly integrated withing the site. I've conducted design workshops for some key projects.
Afterwards, I moved on creating wireframes in Axure to define the layout while concurrently working with the content specialist and the legal department on finalizing the content.
I created mockups using Axure and Photoshop, ensuring the design reflects the corporate image. I believe that branding should play an active role in the user experience. My background in graphic design ensures that the layout, colors, typography and imagery actively contribute to a meaningful user experience. I'm experienced in providing creative direction, ensuring that the user interface integrates with the brand image. I've written style guides to help maintain the design standards and consistency of the site.
During the whole process I work closely with the product manager and the marketing manager who are launching the new instrument, I take special care to explain the design principles and decisions.
I tested the interactive prototype with scientists in 1 on 1 usability sessions. Post launch, I analyzed traffic patterns using Adobe Marketing Cloud. I used HotJar to generate heat maps, scroll maps and click maps. Taken together, these research activities helped me get a holistic picture of the user experience, evaluate the results and further optimize. I went through many successful launches of multi-million dollar products.
" Lubina is an excellent web site user experience designer. She is constantly looking for ways to make the content, design and information architecture easier to use and more compelling for our customers! I have very much enjoyed having Lubina on my team. She is a strong contributor and team player. And she is always willing to go the extra mile to help us accomplish our goals and priorities. Her creative ideas and unique perspective are continually helpful and she is a pleasure to be around! "
Digital Marketing Director
Thermo Fisher Scientific