PacGenomics
Turning a complex clinical laboratory website into a clearer experience built around trust and easier paths to specialized testing.
- Role
- Creative Director · Strategy
- Focus
- UX · Information architecture · Content strategy · Responsive design
- Platform
- WordPress
- Live project
- pacgenomics.com ↗
Situation
PacGenomics provides advanced genetic and genomic laboratory services for patients, clinicians and research partners. Its website was outdated, slow and fragmented, with no clear content structure or messaging.
Strategy
Clarity before complexity. Workshops clarified the service offerings, audiences and differentiators. The experience was then reorganized around the questions people bring to a clinical lab: what testing is available, who it is for, what the process involves and how to take the next step.
Execution
- Clarify services. Complex testing categories organized into clear pathways for patients and healthcare professionals.
- Strengthen hierarchy. Content structure and visual hierarchy redesigned so technical information is easy to scan without losing clinical detail.
- Create consistency. One visual language across testing pages, research capabilities, training programs and corporate information.
- Design responsively. Mobile layouts built around readable clinical content, clear navigation and prominent report and contact actions.
My role
As Creative Director, I facilitated the strategy workshops that set the foundation for creative and messaging alignment.
I translated those insights into information architecture, content hierarchy and responsive UX/UI, and designed and developed a custom theme for the brand, its scientific audience and patients looking for understandable next steps.
What changed
A fragmented presentation of highly technical services became a coherent system built around audience needs, service discovery and trust.
Patients, clinicians and research partners now have clearer paths to the information and services they need, on desktop and mobile.
