Revolutionising health-tech one sample a time
NerdGene Healthcare Pvt. Ltd
2020 - 2023
HealthTech
Senior Product Designer- Reseach, Interaction Design, Visual Design, User Flows, Rapid Prototyping, Usability Testing
Branding and eCommerce Website
Problem statement
NerdGene Healthcare was already a known laboratory in the B2B sector for it's genetic diagnostic services. The company had decided on the expansion to its B2C segments as the services were increasing traction.
The management team decided to enable an e-commerce store on their website and also wanted to revamp the brand towards more consumer centric approach.
The older website was static, not generating revenue and mainly for informational purposes for their B2B partners. Hence, they showed inclination towards a new branding, new website and marketing approach for their services.
Requirement
Key expectations from brand revamp:
Tapping into new customer segment
Converting online traffic for revenue
Spreading awareness to customers about such services
Lead generation for the B2B prospects
Appealing to target audience
Booking page for training sessions for students and professionals
Site should be easily managed by the management
Site insights should be shown for better business decisions
Results
The site was live in the month of August 2022, along with the addition of new features and site management.
The site observed the jump in traffic by 27% within mid of September 2022.
Increase in traffic by 79% within the following month contributed to 12% of the revenue through website by the month of October 2022.
Training sessions booked through website saw 46% increase as compared to offline bookings.
Company's management team was easily able to edit and launch the store section as per their requirements.
Periodic analytical data of the site performance was measured to take necessary steps for improvement.
1.5x
Site visit increment
2x
Sales in first 6 months
1.5x
Training bookings
Process
1. Discovery & Research Phase:
Conduct stakeholder interviews to define business goals and target audience needs.
Perform competitive analysis and gather user insights to identify industry trends.
2. Strategy & Planning:
Develop user personas for different audience segments (e.g., patients, labs).
Create a site map and content strategy that prioritizes clarity, trust, and accessibility.
3. Design & Visual Exploration:
Design high-fidelity visuals that align with the brand, ensuring professional health-centric aesthetics.
Ensure the website is responsive, accessible, and compliant with healthcare regulations.
4. Development & Implementation:
Implement front-end development with WixStudio to ensure seamless user experience and secure transactions.
Integrate HealthTech features like training and consultation booking, product management, and health data systems.
5. Testing & Quality Assurance:
Conduct usability and compliance testing to ensure ease of use and regulatory adherence.
Test across browsers, devices, and performance metrics for a smooth user experience.
6. Launch & Post-Launch:
Plan a phased launch with an MVP to gather initial user feedback and refine features.
Provide user training, security measures, and support for health-related features.
7. Performance Monitoring & Iteration:
Monitor analytics to track performance and user engagement metrics.
Continuously improve the website based on user feedback and data-driven insights.
“ With our new visual branding and language in place, our brand clearly captures the essence of our current and target customer base, our employees, and our values. We love it!!”
Akash K
Managing Director & Co-founder | NerdGene Healthcare
Conclusion
NerdGene's yearly milestones were through the roofs. We were able to achieve the desired target half yearly revenue tagerts in less than 4 months. The education training module was a success and new students loved the experience of learning online and offline. New customer bookings were also achieved with the help of social media campaigns and offline adverts.
