My role: Lead UX Designer
at DigitasLBi
Team: Art Direction, Lead Graphic Design
Being first to market has its challenges. One of the biggest is setting your own conventions and discovering how to make a brand-new product concept easy to use.
Veritas Genetics was the first company to offer full genome sequencing for under $1K, and with that a mobile application that could give its users full insight into their genetics, right in the palm of their hand.
JOURNEY MAPPING
While Veritas was working on an initial release of their app, they were also aware that there were still many other features that could be included, and multiple user touchpoints that could be leveraged, at a later date. Journey mapping helped Veritas visualize their users a path from waitlist to app on-boarding and beyond, providing valuable insight into where Veritas could engage consumers, even before they download the app.
At key touchpoints, ideas for potential user engagement and communication were considered and documented.
RESEARCH & WORKFLOWS
The main user workflows and functionality were planned at the beginning of the project. We explored the information that would be available to users and how to best present it.
MOODBOARDS & VISUALS
Veritas wanted to explore an energetic identity reminiscent of fitness and lifestyle companies. The visual brand need to also convey high-end product, and be flexible enough to present both serious medical information and lighter, interesting factoids.
