Gene By Gene was working off an increasingly out-of-date content management system (CMS), and as a global clinical lab testing servicer, needed to attract large scale clients. In addition, new features were necessary for the redesign of their website.
In 2019, over the course of 4 months, I redesigned a responsive website with a variety of lab testing services while also implementing a customer relationship management tool (CRM) to automate the processing of new leads.
I was hired on to the company for this specific project. My objective was to design and develop the WordPress website that would replace Gene By Gene's marketing website.
Who is Gene By Gene?
Gene By Gene provides clinical laboratory testing services for doctors, hospitals, pharmaceutical companies, government agencies, researchers, and patients.
The Problem
The original Gene by Gene marketing website was integrated with the company’s lab test processing system written in Ruby-on-Rails and mySQL. This made it difficult for developers to make simple edits to the site's theme, which slowed down marketing and sales initiatives.
In the discovery phase of the project, I interviewed everyone involved in order to identify their current pain points and most pressing business goals.
In this phase of the project my objective was to understand:
After a few meetings with key stakeholders, I was able to get an understanding about Gene By Gene's operation status.
I analyzed and organized the research into themes and patterns to get a better idea of common issues users and stakeholders were having.
There were three main components to the design solution:
1. Information Architecture
Restructure services and products by consolidating all active Gene By Gene divisions and products within one umbrella website. This would eliminate any confusion about multiple product offerings, as well as cut down on costs associated with maintaining different websites and brands.
Being able to switch between the lab processing platform and marketing website via a shared navigation in order to create a seamless experience on both domains. I had to plot the user experience for how the current system works:
2. Implementing a CRM
Integrate a CRM tool in order to process lab test orders and leads more effectively. This centralized all product requests and routed them to the right people.
I researched several options and landed with Zoho CRM based on the company's budget and features needed.
3. Use Existing Visual Design
In order to avoid starting from scratch and coming up with fresh branding, we'd repurpose an existing style guide for the website redesign.
Project Feasibility
Our original concept for the new user experience was abandoned when it became impossible due to time and resource constraints.
Managing Stakeholder Expectations
Some stakeholders believed that this project would be the solution to many of their data issues, but reiterating that that was only the foundation in terms of being able to tackle the bigger problems in the future.
Assisting with CRM Training
I served as the link between integrating Zoho CRM software internally and providing assistance for onboarding the administrators who would be using it in their work.
Cross-Functional Team Collaboration
I had to communicate efficiently and facilitate productive conversations with a variety of teams throughout the project's phases.
Cut Down Dev Team Work
Reduced dependencies on the development team by now allowing stakeholders to make changes on their end for smaller website updates.
Automated Processes
Trimmed down on manual spreadsheet documentation. Implemented a lead funneling system to automatically funnel leads for the appropriate stakeholders and begin the lab test ordering process.
Marketing Improvements
Gene By Gene's new and improved website showcases the breadth of lab services under one website, has a mobile-friendly design, and can now position itself to attract more high-level lab service contracts.
