Inocras

Revolutionizing patient & provider access to whole genome testing through a new web application and website redesign

Services Performed

Research & Strategy, UX/UI Design, Web Design, Web Development, SEO, Wep App Design + Development, Copywriting

Headquarters

San Diego, CA

Industry

B2B, Biotech

The Client

Inocras is an AI-driven platform company providing whole genome insights to enable personalized care in cancer and rare diseases. Its mission is to transform how the world diagnoses and treats genetically driven diseases.

The Challenge

Inocras came to us with the goal of expanding their business to include a patient model ordering experience to empower those with cancer and rare diseases with options. The company aims to educate users on the advantages and opportunities of whole genome sequence testing and offers a much more in-depth test than those offered by competitors.

The challenge that Inocras faced included elevating its brand to be scalable and distinguishable amongst competitors while establishing a prominent presence in the US.

The Solution

We worked with Inocras to create an elevated brand that was distinguishable and unique amongst its competition by redesigning and developing the website. Our approach also involved designing and developing a web application with a streamlined ordering process that was functionally sound, branded, and compliant. Inocras needed a simple solution for providers ordering the test for interested patients.

UX/UI Design

To elevate the brand, we took a clean, modern approach for the company’s visual identity, expanding the color palette and applying unique gradients and 2D animations that still worked with ADA compliance. Using patient-focused content architecture, we established Inocras as an authority in whole-genome technology to lead visitors to place an order. The result was a polished and interactive site that informs patients’ decisions and supports the company’s marketing strategy.

Web Development

We developed a custom WordPress theme that was intended to scale with business needs. We made it simple for the Inocras team to edit the site in the backend through our componentized design. Since Inocras has a Korean location, we built in translation functionality for English and Korean.

Search Engine Optimization

Inocras had yet to execute a comprehensive SEO strategy. Within the SEO strategy, we faced challenges with a new domain and working within a scrutinizing healthcare industry. We developed a robust strategy focused on content production for top and mid funnel content. The bottom of funnel pages were dedicated to driving commercial traffic back to these pillar pages, helping build brand awareness and Incocras’s authority.

Copywriting

Throughout the process, we worked closely with the Inocras team to understand patient and provider challenges within the genome testing space. We developed their brand messaging, tone, and voice and applied this to the content we created for all the web pages. Working with their compliance team, we were able to ensure accuracy and delivery of the content. The goal of the copy was to educate on the company’s unique offering, differentiate its position in the market, and encourage site visitors to order a test and gain the answers they need to inform their health journey.

Web Application Design + Development

Inocras also needed a website application that provided seamless ordering experience for patients & providers looking for whole genome testing. We worked closely with the Inocras team to understand the product and functional requirements of the website application. We tied in the UX and UI of the application into the design of the website and thoroughly tested and vetted it through Inocras’ compliance team. The end result was an application that makes it easy for visitors to order directly from Inocras and gain control of their health and treatments.