Marketing Designer
EtalonDX Login Site
BACKGROUND
Etalon DX is a unique biotech startup that helps horse owners discover traits about their stock through a proprietary set of diagnostics. Working closely with genomics engineers and researchers, we were able to come up with a login site that serves as a central location for organizing a user's horses according to trait information and makes ordering tests easier.
ROLE:
UX and Visual Designer
TOOLS:
InDesign and Sketch
GOALS
The UX goal of this project was to transform the login site into an efficient place to organize equine stock, order tests, and view results. A major business goal was for the login site to increase test sales.
MY ROLE
• Research the user journey and interview stakeholders to determine goals, pain points, and features.
• Create a new user flow for ordering tests and organizing equine stock.
• Create wireframes and mockups with visual design.
USER FLOW
Etalon's current flow is disjointed, with information about a user's horse in multiple locations, opening separate windows and requiring PDF downloads to view test results. The proposed flow integrates sample pulling and wait time into the customer experience, and keeps test results on the user's home screen.
Flow for a registered user.
WIREFRAMES
One piece of information that came later in process was the discovery that stable managers will often initiate testing on behalf of horse owners. As a result, the need for managing volume and multiple owners arose, in addition to making space available for additional traits as technology advances.
Adding a horse to the registry, regardless of whether a test was ordered (or the intention), was also incorporated into the UI. Increased use of the site for accessing vital information on stock is also believed increase sales of tests.
V1 Wireframe
V2 Wireframe
V2 Wireframe—mobile
MOCKUP
In the mockups, color was sparingly used to draw attention to key functionality. Owner names were added, as they may be different from the one submitting the samples. Social sharing was also added to the results panel as a business-minded feature, as horse owners love to share information.
The new format is completely different from the one that existing users are accustomed to. As a result, there is redundancy of order buttons located at the header and within the list view.
High fidelity mockup
