Seattle Genetics

A redesign of the Seattle Genetics corporate website.


SeaGen is a biotechnology company that focuses on developing and commercializing innovative antibody-based therapies for the treatment of cancer.


Client: Seattle Genetics

Studio: Independent

Year: 2020

Role: UX Director

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.

Outcomes and Results


The redesign of the Seattle Genetics website yielded several positive outcomes:


Improved Efficiency: The unified design system streamlined the design and development process, reducing time spent on creating and maintaining components.

Consistent User Experience: Users benefited from a more consistent and cohesive experience across all platforms.

Scalability: The design system provided a scalable framework, supporting Seattle Genetics' continued growth and evolution.

Enhanced Collaboration: Comprehensive documentation and a single source of truth facilitated better collaboration between design and engineering teams.





Lessons Learned and Reflections


Importance of Early Investment: One key lesson from this project was the importance of investing in a design system early in the product development lifecycle. While building a design system later in the process can still be valuable, doing so from the outset can prevent technical debt and save significant time and resources.


Continuous Improvement: A design system is never truly complete; it requires continuous improvement and updates. Regular audits and feedback loops are essential to ensure the system remains relevant and effective as the product evolves.


Communication and Collaboration: Effective communication and collaboration between design and engineering teams are crucial for successful implementation. Regular check-ins, reviews, and shared documentation help bridge the gap between design intent and technical execution.





Conclusion


The Biotech project for Seattle Genetics was a significant undertaking that showcased the value of a well-designed and documented design system. By creating a cohesive and scalable framework, we were able to enhance the user experience, improve efficiency, and support the company's continued growth. The lessons learned from this project will inform future design system initiatives, emphasizing the importance of early investment, continuous improvement, and strong collaboration. As the Design Lead, I am proud of the work our team accomplished and the positive impact it has had on Seattle Genetics' products and users.