Natera Genetic Testing Checkout
The Challenge
Design an optimized checkout flow for a molecular diagnostics brand’s first B2C offering.
Leverage newly evolved brand guidelines to deliver a friendly, unified, and informative journey that respects privacy and the customer’s state of mind.
Eligibility Gateway
To ensure only qualified buyers have the opportunity to purchase the product, we made sure the eligibility was prominently displayed upfront.
Eligibility Gateway
To ensure only qualified buyers have the opportunity to purchase the product, we made sure the eligibility was prominently displayed upfront.
Reinforcing Trust
Because the site is asking the visitor to provide sensitive information, the pages were organized to include a visually soft section where informational and educational tidbits are provided (shown here as Lorem Ipsum). These sections would include a friendly narrative of "did-you-knows", tooltips, and stats to help build confidence as the user progresses.
Visual Cues
As the user proceeds in the checkout, they see a visual shift in the pages that highlight their Cart Summary, turning the right column brand blue with the summary locked in place at the top. This now provides the consistent placement for this information, making it easy to reference and identify moving forward, while other distractions are removed.
Concept 1 : Organically Fitting
This first concept is all about bold color, shapes, and presence while incorporating a very abstract and organic approach to puzzles. Staying away from traditional puzzle visuals the use of organic shapes fit together to create thoughtful compositions. Earthy tones represent humanity. The logo could incorporate a clever solution hinting at fitting together without actual puzzle pieces.
My Roles : Creative Director, Lead UI and UX Designer