Paradigm Next-Generation Cancer Diagnostics
Ideation & wireframing
Initial wireframes explored various ways to communicate the benefits of Paradigm and the main features of their flagship product, PCDx. Working at a higher fidelity, I was able to explore different content types, interactions and layouts in a way that the client could understand.
A product-centric approach
The goal of the website from the very beginning was to focus on selling PCDx, as opposed to selling DNA sequencing as a practice. Because Paradigm is in the medical technology sector, I established a modern aesthetic that borrowed aspects of Silicon Valley tech startups to build a forward-thinking image for them. Interactive hover-based components and carousels were designed to showcase the main features of PCDx, provide ordering information and highlight its differentiators.
Another primary goal of the website was to make ordering as simple and clear as possible to lower the barrier to entry and encourage more orders. I designed a visual step-by-step guide to ordering and a guide to receive optimal results from the test. For patients, the perceived simplicity & transparency of this process is intended to provide them comfort and reassurance.
Illustrate the features & benefits
I designed custom icons and illustrations to highlight various features and benefits of PCDx and the ordering process.
Designed for all screens
The Paradigm website was designed to be lightweight and deliver the same experience on mobile devices as on desktop computers. Foundation’s mobile-first grid system and ACF Flexible Content Fields were used to build the site in a modular way.