Adam Clayton Butler

Paradigm Next-Generation Cancer Diagnostics

Responsive website

Cancer diagnostic reporting that literally helps save lives.

Paradigm is a non-profit cancer diagnostic organization. I designed their responsive website, showcasing features and benefits of their main product, PCDx, an innovative diagnostic test to identify specific strains of cancer, allowing for more targeted treatment. The audience was primarily oncologists and other physicians, but the content and design had to be patient-friendly as well. Patients who visit the site have typically already received a general cancer diagnosis and have been referred to the PCDx test in order to learn more about their specific cancer and ultimately narrow down which treatment path(s) to take.

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.

Simplified ordering

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.