SITE-WIDE REDESIGN
Research / Design Audit / Design Systems / Redesign
Overview
The Brief:
United Therapeutics is a biotech and pharmaceutical company that positions themselves as bold and unconventional. Their investor relations site needed a makeover that was optimized for user experience and visually aligned with their brand positioning.
Role:
Lead UX/UI Designer
Team:
Matthias Schricker
The Process
01: Discovery & Mood Boards
We first lead a stakeholder workshop where we went through a questionnaire to dig deeper into how we could improve the user experience. As for the visual concept there were minimal brand guidelines to go off of so I created two design concepts based on the workshop findings and competitive analysis research. From there the client would choose one of the two concepts to be the direction for their new UI.
Concept 1: Expressive
For this concept I drew inspiration from old anatomy text books and leaned into the collage style artwork they had started using in their branding. It’s visually lighter than the second concept but still bold and edgy which are two characteristics they wanted to be associated with. (They went with this one!)
Concept 2: Disruptive
For this concept I took the words “unconventional” and “bold” and ran with them. I utilized their black and red primarily to differentiate them from other competitors and position United Therapeutics as disruptors within the space. The red color blocks function as a “highlight” for content and graphics.
02: Low Fidelity Wireframes
We simplified their sitemap and included more quick links in the navigation so the user can get from page to page in fewer clicks. Using user data, we determined the high traffic pages that needed to be easily accessible. I included the new quick links nav on every page for convenience and consistency.
