Let your genes speak through data
Redesign of DNA ERA website
Client: DNA ERA
Year: 2021
Services
- User research – LB*
- Brand concept – LB*
- Prototyping – LB*
- Usability testing – LB*
- Visual design – LB*
- Illustrations – Maïté Franchi
- Front-end development – Webikon
- Back-end development – Webikon
Project results
- 25%Increase in mobile conversion rate
- 160%Increase in up-sell during checkout
- 380%Increase in offline store product reservations
Background
You wouldn't find two identical pieces in the whole world. It is unique, inimitable, it has a special structure and codes original information. These words can describe both human DNA and a quality website. During the cooperation with DNA ERA, we identified that unique DNA is what the client's website lacks the most.
DNA ERA is a startup providing direct genetic DNA analysis from a customer's saliva sample and a subsequent interpretation of the data. The customer obtains information about their health and nutritional predispositions, as well as their sports potential in the form of a clear report.
The current customer base of DNA ERA represents a specific group of people who tend to consider their healthy or active lifestyle from a long-term perspective, or whose interest is driven by eagerness and a fascination with science. Although the report is useful for anybody, reaching a broader audience has been challenging for the client.
Challenge
Most people don't address their health in advance, they just react to circumstances. However, the biggest value of DNA analysis is in the long-term opportunities for proactive action. How might we address broader audience through a digital channel?
Solution
Discover what lies behind the product value and bring this essence to a brand new, modern and emotionally appealing website. Show that at any point of their life, anybody can benefit from a DNA analysis both from short- and long-term perspectives.
Client's perspective
