CorDx
Overview
CorDx is a leader in IVD research and development, manufacturing, supply, and distribution. Our IVD products comprise various diagnostic applications and industries for healthcare providers and consumers around the world. The company originated in China but has since moved their headquarters to the USA.
My Role
For this company, I was hired on for the role of UI/UX Design Lead and was the point of contact for the marketing team, graphic designer, web developers, and leaders. The challenge was to overhaul their entire public image to enter into a western market. I started by analyzing all current assets (website, graphics, social media, etc.) the company has to present and formulate a plan of action.
Duration: 4 months
Completed: May 26, 2022
Tools: Figma, Photoshop, Illustrator
Research
Usability Test
Week 1: This is the initial walkthrough of the old CorDx website and I tested the usability with both internal and external users. This was an invaluable step before presenting my findings to the Project Manager.
The overall user experience when entering and leaving the site left a negative impression from:
Slow page loading time
Grammatical errors throughout
Product images were inconsistent, off-colored, and lacked detailed information
No social media pressence
And more…
Company Overview & Goals
Week 2-3: In order to properly address the website, I needed to better understand the scope of the company from a marketing standpoint.
Logo
Week 5: The logo also went through a visual update to accompany the brand refresh. I kept the design change fairly minimal but still recognizable.
Usability Test
Week 7-9: I user tested the low fidelity wireframes internally by printing each page in order to discover visual pain points on each page. Having the pages on a physical paper allowed testers to note their thoughts more easily than just viewing on a screen.
This went through several Sprints of Agile workflow where I would design, build, test and review. All the while building the hi-fidelity wireframe clickable prototype.
Project Scope
The highest priority for this project is to develop a high-quality web experience that falls in line with the likes of Abbott, Rosche, etc. and looks and feels authentic to the expectations of western consumers and users. We would like to incorporate 3D renders of our product on the site. We're in the process of solidifying our packaging design. We'll wait to hear from your design team in terms of how they would like to implement this feature and what file they need in order to realize this. With e-commerce on the horizon, we would like to build and prepare our side of this functionally to work seamlessly with Amazon fulfillment services as soon as possible
What is CorDx?
CorDx is a global biotech organization focused on pushing the limits of innovation in global health. With over 2,100 employees across the world serving millions of users in over 100 countries, CorDx delivers rapid testing point-of-care medical device solutions and over-the-counter products used in the detection of infectious disease such as COVID-19, pregnancy, drugs of abuse, biomarkers, and more. Today, CorDx is one of the world's leading providers of rapid testing solutions and resources for in-vitro diagnostics products, research, and development across various bio-testing applications. CorDx's dedication to safety, effectiveness, and commitment fuels its mission of delivering answers to some of the most critical questions in healthcare
What is Cordx Union?
Cordx Union (CU for short) is an international corporation integrating research, development, production, marketing and service. With over 1 billion users worldwide, CU products are widely used in clinical detection, primary medical care, on-site law enforcement, epidemic monitoring, disaster relief, home self-testing, and health management. Today, CU challenges the limits of technology in molecular diagnosis, colloidal gold chromatography, fluorescence immunity, biochips, recombinant proteins, mRNA vaccines, pet supplies, batteries materials, AI quality management systems and other technological innovation platforms.CU is at the cutting edge of medical diagnostic technology, data science, and artificial intelligence providing end-to-end support and full supply chain resources and services to some of the most demanding industries in the world
Sitemap
Week 3: This revised site map would will prioritize greater clarity on who CorDx is and what the organization can do for the people and businesses. To achieve this I included the following pages:
Partnerships: This page promotes the company’s capability in the OEM and manufacturing space.
News Room: This page will house upcoming events, white papers, and research articles.
Careers: This is to get more talent for the company and promote new opportunities for career growth.
Conceptualize
Visual Design Guide
Week 4: I opted to simplify the company’s visual design by limiting their font and color choices for a cleaner visual look. This will also be applied to all future marketing & social media materials.
Lo-fi Wireframes
Week 6-7: This is the first iteration of the new web design and it is missing content copy edits because the Marketing team was still working on that information.
What is the future for CorDx?
Family Labs Vision–“Family Labs” is a high-level concept that supports the notion that every family should have access to lab-level solutions and therapies available in the home environment–not just diagnostics. CorDx is positioned to become a leading provider of rapid, accurate, convenient and affordable testing solutions at the consumer-level and beyond.
What does CorDx value?
Value–Our prices will be lower and if the prices are the same then our quality will be better.
Flexibility-We have the capacity to fully control the quality, production, and development of our products.
Convenience–Consumers will have the ability to test early and treat early at their convenience.
Easy to Use–Streamlined testing process that is easy for end users.
Accurate–Our tests have an accuracy of%
What is CorDx known for?
Internationally, CorDx is known for accurate and fast-acting rapid test. Nationally, none because CorDx is new to the US market and we need advice from a Market Manager on how to position ourselves and develop our brand awareness to penetrate the market.
CorDx is known for large catalog of IVD products and its full supply chain capabilities from designing to producing products for B2B and B2C.
Target Inspirations
Abbott–Excellent overall positioning as a household name and IVD solution provider. Not merely a diagnostic company. Website design reflects this. Great “About” page layout.
iHealth–Simple clean design with a focus on ecommerce for both B2C (through Amazon) and B2B (E.g.with carton box size reference).
DCN Dx–Professional and more catered towards retail and businesses.
Chase Bank–Premium Quality banking solutions for individuals and businesses. Website and product.
Tesla-Especially the experience Center/Store. Simple
Plan
Timeline
Week 3: When I joined the team this was the expected timeline for the website launch. I made an excel sheet to help organize my goal in a visual format.
LAUNCH
Final Push
Week 10-13: The Marketing team had finished the site copy edits and I proceeded to implement them into the hi-fidelity prototype to be tested. With each page approved I handed it off to the web developers for them to build and I helped support the front end when needed. Additionally, I made sure the website was mobile/tablet friendly when launched.
Summary
Completed on May 26, 2022 the site launched with no issues. There were some small copy edits that were noticed after launch but was quickly resolved. This project was a huge learning experience as an UI/UX Design Lead where communication and a talented team allowed us to complete on time. The biggest difficulty of the project was making sure the company values and goals were reflected in the design and copy because it was constantly being updated upon all the way towards the end.
PODUCT DESIGN
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Infographics
Various graphic visual designs of information to present information quickly and clearly.
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Product Catalog
Organize the companies hundreds of products into a booklet which can be browsed at trade shows.
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Display Brochure
Hand out materials for trade shows and office spaces.
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Business Cards
Redesigned business cards for that follow the new visual design guide.
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Package Design
Refresh the product packaging design.
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Product Design
New product concept that would simplify the process for at home Covid-19 testing.