Uncovering audience motivations behind testing behavior
Our research and analysis uncovered our target audience’s needs and pain points. We created profiles of the intended users — healthcare providers including physicians, nurses, and nurse practitioners — to identify their motivations and priorities.
Through one-on-one interviews and focus groups, we learned that while many providers rely on standard of care tissue testing to diagnose a cancer, they are open to alternative genomic profiling tools, particularly well-validated ones that offer both practice efficiencies and improved patient care.
Designing an intuitive and impactful experience
We incorporated interactive, tactile elements into the tool’s design for an engaging user experience. A simple visual language with ample negative space and a minimalist copywriting approach ensure seamless navigation, keeping the focus on key takeaways.
