Multiomics Website

Centogene

Client

Keko

Project

Centogene Website Redesign

Year

2021

The Brief

Whilst leading the UX design team at Keko I had the opportunity to work with Centogene – a pioneering multiomics company. Their existing website was a maze of information; the content was difficult to navigate, and the IA was unnecessarily complex. Because there were multiple types of users – healthcare professionals, pharmaceutical companies and rare disease patients – we had to consider audience segmentation and how these separate user flows could be managed throughout the website. Our task was to streamline and modernise the thousands of pages on the Centogene site, removing unnecessary and repetitive content and organising the remaining to better reflect their core website visitors.

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The Project

We began the process with a detailed competitor analysis. After evaluating the market, we had a strong understanding of the shortcomings and opportunities for Centogene to compete within the sector. The next stage was a series of internal stakeholder workshops, followed by face to face customer interviews and a card sorting exercise to better understand how users interact with Centogene.

Our response was to develop a new IA – which was substantially more concise and catered for the different user types – alongside a comprehensive and detailed web component library, individual page designs and user journeys. Following successful approval from consumer research organisations and focus groups, the new website was launched in Q4 of 2021.