GenEvo Innovations have two divisions: GenEvo Therapeutics (consumer), GenEvo Technologies (enterprise). Now, they offer a new service Evo+ that focuses on gene editing.

Client request: Customers must sign up and agree to share all their data with the parent company for research purposes. Legal requested to tell customers of the data sharing and the intention behind the data sharing but strategically hide it on the page

Context: End of April - June 2024
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Teammates: Heloise Wu, Cindy Chen, Taisei
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Key Contribution: User interview, High-fidelity prototypes, Usability testing, User flow
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Class Client Project:  Brain Hui (This is a simulation client project)

Our goal from client

Design a landing page website that advertises Evo+ to customers and convinces them to share their genetic data with the company while booking a consultation with us

The client asked us to appeal to various tiers of treatment plans and pricing levels tailored to different potential customers.

Key challenges:

YAY: IT WAS CLIENT APPROVED!👏

At the end of the proposed design, our client approved our design to development. In addition users were able to successfully accomplish our tasks requested by client: data collection.

We commonly see personalized quizzes being use to collect data from the users....

While the point of this service of GenEvo is to gather data from customers, we brainstorms a bunch of ways companies are collecting data from users. Personalized quizzes become an easy effortless way for companies to retain zero party data. This provides entertainment because personalized quizzes are fun and people like to know about themselves. 

1) hooking users in with a quiz that will provide them with a “personalized” treatment
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2) have users share information about their current health conditions and what they want to modify genetically

If you want to change about yourself genetically, what would you change?

To learn more about potential users and what popular treatments we can offer, we did both user interviews and literature reviews on common genetic traits and diseases.

Josh: Our potential user of GenEvo

GenEvo offers genetic modifications that stemmed from physical attributes and even genetic diseases. We envisioned our product that help our users that struggles with these genetic problems.

Initial Userflow - collect data right away

Users are directed directly to input their information such as name, date of birth, and email as well as confirmation of data sharing right after they select what area they want to change.

⭐After: We switched the data collecting step after users finish the personalized quiz & add booking flow

After user testing the initial flow, it was hard for user to continue doing the quiz hindered from the added friction of email and name.

We decide to move the data gathering after users finish their quiz in order for user focused on the quiz at hand without the added friction of providing personal details upfront. We also added a booking flow which prompt users to go for the free consultation.

#1 Glance through the GenEvo website

When user first open GenEvo, it lands them to our service to “enhance their genes to become a better you” by taking a 2 minute personalized quiz for a custom treatment plan

This prompt users that it is fast and easy process

#1 Scroll down for a personlized quiz

The first thing the user sees is the personalized quiz really accessible to them upfront on the page as the user scroll down a bit or click get started.

Upon selecting the specific gene modifications they wish to pursue, users are guided through a personalized questionnaire.

#2 Start your personlized quiz

This questionnaire prompts user to specify their current and desired eye and hair color, as well as to indicate any symptoms related to their experience with diabetes through a checkbox.

Additionally, a text box allows users to provide further details about their diabetes-related concerns or experiences.

#3 Input your information & data collection

Upon completing the personalized quiz, users are prompted to provide only their name and email address. At this stage, having already invested time in the process, they simply need to input these details.

Once they've entered their name, email address, and agreed to the terms of service, users can easily submit their information.

#4 Customized treatment plan

GenEvo loads a custom treatment plan that is best for this particular customer’s selection.

The customer is advised to get a basic tier for their treatment plan but at the same time they also see other packages on the sides to compare and possibly see more benefits layout and upgrade the treatment.

#5 Book Consultation

With their selected treatment tier, users are directed directly to book their free consultation

Challenges and learning

• We regularly check in with clients to gather feedback on their satisfaction with the product and concept. How should I approach and present to the client effectively?
• Designing a Healthtech product that extensively involves data collection within the project scope challenges me to balance user-centric design with business requirements.
• I learnt to embrace an iterative approach, which only refined the product and added value over time.

Next Steps with GenEvo

• To add a more personalized touch, introduce a camera lens feature where users can take a picture of their eyes, similar to AR filters. This allows users to visualize how their ideal appearance could be, making them more inclined to consider the treatment.
• Model outcomes of all options with the three different tiers to see users response rate in upgrading plans
• More research, competitive analysis, and user testings