Seattle Genetics

Introduction

Seattle Genetics, founded in 1998 and headquartered in Bothell, Washington, is renowned for its pioneering cancer treatments. The company's flagship product, Adcetris, is FDA-approved and widely used for treating certain types of lymphoma, with ongoing trials for other cancers. With a robust pipeline of antibody-drug conjugates (ADCs) under development, Seattle Genetics sought to revamp its corporate website to better serve its diverse audience, including patients, healthcare professionals, investors, and job seekers.

My Role and Responsibilities

As the UX/UI Design Lead, I spearheaded the redesign of Seattle Genetics' corporate website. My responsibilities included conducting an extensive usability and content audit of the existing site, developing user personas, collaborating with a Senior Content Strategist, creating a new information architecture, and designing a comprehensive, user-focused experience. Additionally, I worked closely with the client to refine content strategy and ensure the new design met all user needs.

Research

Initial Audit: Our project began with a thorough audit of the existing Seattle Genetics website, assessing both usability and content. We identified key areas where the site could be improved to better serve its various user groups. This audit revealed numerous pain points and inconsistencies in the user experience, which informed our subsequent design decisions.

User Personas and Stakeholder Interviews: We developed detailed user personas representing the diverse audiences of Seattle Genetics, including patients, medical professionals, pharmacists, pharmacologists, investors, internal staff members, and job seekers. Stakeholder interviews provided further insights into the needs and goals of each user group, ensuring our design strategy was aligned with their expectations.

Information Architecture: Collaborating with a Senior Content Strategist, we redesigned the site's information architecture to cater to the unique needs of our personas. This involved creating flow diagrams and wireframes that mapped out the user journey and ensured seamless navigation across the site. Our goal was to create an intuitive, user-friendly experience that met the diverse needs of Seattle Genetics' audience.

Ideation and Design Process

Content Strategy: Our content strategy was informed by the insights gathered from our user personas. We designated specific areas of the site for each persona, developing strategic pillars such as "Relevant services that build trust," "Anticipate my needs," "Go beyond," "Improve my world," "Customer first," and "Understand me." These pillars guided our content creation, ensuring that each section of the site addressed the unique needs and emotions of its intended audience.

Client Collaboration: Throughout the redesign process, we maintained close collaboration with client stakeholders. This partnership was crucial for clarifying scientific information about the company's cancer treatment products and ensuring that our design accurately reflected Seattle Genetics' brand and goals. Our deep understanding of the client's business and future aspirations enabled us to make impactful recommendations for improving the site's content and user experience.

Experience Design: Working alongside Dave Moreno, a Lead Visual Designer, we developed the site's information architecture and associated flow diagrams. I designed low-fidelity wireframes to facilitate detailed conversations about content strategy, experience direction, and interface design. This iterative process allowed us to refine our approach and ensure that the final design met all user needs.

System Design: To develop the experience design direction and visual design system, we opted for a modular component-based approach. We evaluated all proposed site pages to identify common design patterns and areas for reuse. This analysis informed our wireframes at both page and component levels, allowing us to visualize and document each unique content block. Our goal was to create a visually stunning, clean, and brand-centric design style that was both functional and aesthetically pleasing.

Testing and Validation

Usability Testing: We conducted usability testing with internal stakeholders and end-users to validate our design decisions. This phase was critical for identifying any issues or areas for improvement. The feedback we gathered helped us refine the design to better meet user needs and expectations.

Cross-Platform Consistency: Ensuring consistency across web and mobile platforms was a significant focus. We tested the design in various environments to confirm that components behaved as expected. This cross-platform consistency was vital for providing a seamless user experience, regardless of the device used.

Final Design and Implementation

Building the System: The final design system featured a comprehensive component library, each element documented and built out in Figma. This robust system provided a foundation for future design and development work, streamlining processes and reducing the potential for inconsistencies.

Implementation: The implementation phase involved close collaboration with the engineering team to integrate the design system into the existing product infrastructure. Regular check-ins and reviews ensured that the components were implemented correctly and functioned as intended.