For this project we followed the
Double Diamond Design Process
by using this methodology we were able to implement a user centred approach keeping the clients involved throughout the 4 week process.





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Understanding the product

Usability test & interviews

Market research

Competitor analysis

Affinity diagram

Understanding the product

To understand the product we held a workshop with our Client. This process helped us get clear insights on their services and understand their process and unique selling point.

Usability test & interviews

We tested the current website with 8 users remotely and in-person. Our intention for this usability test was to gain insight on their needs, motivations and frustrations.

Our main findings were

  • 100% of users did not trust the current site
  • Users did not understand the value or benefits of services
  • Could not differentiate between products/services
  • User felt the check out experience was confusing & frustrating

Market research + Competitive Analysis

We researched 6 direct and 5 indirect competitors. Our Aim for this research was to identify what’s out in the market, look at strengths and opportunities. We considered information such as tone of voice, Imagery, content type and information architecture.


Core customer needs

Defining the problem

Information architecture

Core customer needs

Once all the research was compiled we identified 4 customer needs that we wanted to solve in order to meet our project goals. We’ve also looked into ways in which we will achieve these 4 customer needs.


"Is the information provided accurate, is it real?"

Transparency and credibility helps users gain more trust so we will be looking to implement more lab information and also industry standard certifications. Users also expect to see reviews, informational videos or more information about the products.


"How does this DNA kit benefit me?"

We found that a high number of users did not know the value of DNA testing and why this would benefit them. We will be focusing on the value proposition and the why behind the brand.


"How do I find out what’s right for me?"

Users didn’t understand the differences between products. The flow of the site needs to be intuitive and guide the users through a journey so they are better able to clearly distinguish between the products.


"Is the information provided accurate, is it real?"

As an online store we found that users are more hesitant, providing a quick ‘human’ service will help build a foundation of trust.

Problem statement

The user needs to understand what services CircaGene provides and compare and differentiate the products to buy with confidence and ease as the current platform does not cater their needs.

Information Architecture

It is important to build out the user flow with the core customer needs in mind so we opted to use card sorting (optimal workshop) to gain insight on what users wanted to see that would help build trust for the company. 

We synthesized our findings which formed a great foundation into defining the information hierarchy.


Low/Mid Fi wireframe & prototype


Validate design direction

Low-fi wireframe & prototype

Now that we have our core customer needs and and the information architecture in place we worked on a low fidelity prototype.

  • Success
  • 100% quick and easy checkout
  • 88% easy site navigation
  • 70% would trust with their genetic data
  • Opportunities
  • Brand transparency
  • Clearer information about the products
  • Testimonials/reviews from actual user

    We iterated 2 more times based on user feedback by implementing opportunities before testing again.

      Validate design direction

      We tested our designs with 25 users using a dot voting system. We also asked users for their thoughts on feelings that were evoked whilst looking at a design.

      We ensured to present our mood-boards to the client first before revealing the users feedback so that we could get unbiased opinions.

      From our mood boards there were 2 designs that really caught our clients eye. As they had a big decision to make in regards to the style of their brand and what values they want to represent we decided to create style guides to help them better visualize.

      Mid-Fi wireframe & prototype

      With the style chosen, we worked on the second iteration of our prototype. On this round of iteration we implemented the user feedback from our first round as well as some more additional content.

      User Testing (Round 2)

      In this round we saw a huge improvement! The new design was well received and successful.

      • 100% understood the services and their benefits
      • 85% would trust with their genetic data
      • 100% found the checkout process easy and intuitive

      During this time COVID-19 outbreak had became pandemic hence we conducted all our user testing remotely via zoom. We had 15 participants in total, 12 were moderated via Zoom and 3 were unmoderated via Lookback.io.Success


      Reflection & Our recommendation

      Final design


      It was a tight turnaround time of 4 weeks for a challenging project but I’m very happy with our progress and the final result. Through doing 3 rounds of testing and iterating, we saw a huge improvement in user trust and we’ve solved the core User experience problems CircaGene was facing.

      We have successfully managed to solve the core problems.

      • Clarify the brand message and unique selling proposition
      • Add credibility and gain users trust
      • Easy to use interface/ intuitive for users to buy the product.

      Our Recommendation

      We have given the below recommendation to the client to further boost user trust and sales productivity.

      • Hire a science copywriter (users still want layman’s terms)
      • Live chat function & toll-free help line for users
      • Create video content of customer’s testimonials
      • Keep adding customer reviews from Trustpilot

      Overall this was a very exciting project and the team and I wish CircaGene the best of luck on their journey, to help people identify hereditary diseases and take proactive action.

      Click here for Final Prototype


      ‘I have worked with Monika for 4 weeks in my UI/UX web designs. We want to express our appreciation for all your fine work, Monika ! In my mind, what you did was outstanding! you met every challenge faced on to create sharp, contemporary designs. I recommend her gladly!’

      François Paillier - CEO & Co-Founder of CIRCAGENE ltd.

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