First Genomic Insights

First Genomic Insights was founded by three physician-scientists to bring genome-scale screening to prenatal care. Online, they had a placeholder page that could not support the conversations that mattered: investors, laboratory partners and future hires deciding whether this was a serious company.

Built on interviews with the three founders and a study of eight brands across genomics and health. Three logo directions narrowed to one: a helix that is also an i, uniting mother, baby and genome. A calm teal palette checked to WCAG AA, a voice that explains before it persuades, and a variable-based design system gave every launch after it a head start.

The first site launched fast: four pages on the new brand that replaced the placeholder and established credibility, then gave us something real to measure.

With the first site live, I audited it page by page and wrote a UX assessment against each audience: content, information architecture and every path from first visit to first contact. Its findings became the brief for the new site.

The biggest finding: one journey for everyone. Partners, investors, researchers and candidates arrive with different first questions, and the site answered none of them directly. So I mapped each audience from its first question to the action it wants, and gave each a route through the new site.

The new site opens on what makes FGI different: Non-Invasive Fetal Sequencing, the fetal exome from a single maternal blood draw, with the numbers that frame it. Then it answers the audit's first must-have: one clean, plain-language explanation of how NIFS works, and what it sees that today's prenatal tests miss.

A timeline sets NIFS against what came before it, from serum markers in the 1980s to NIPT in 2011, on a single axis from low to higher resolution. A carousel then walks a sample through preparation, sequencing and analytics.

Each route on the map lands on a page built for it: Partnerships for laboratories, Leadership for investors, Publications for researchers, anchored by the proof-of-concept study in the New England Journal of Medicine. Contact then opens on the right form, so every journey ends in the right inbox.

Every section was designed for the phone as well as the desktop: the stats stack, the timeline reads top to bottom, and the carousel steps with a swipe.

Research defined the opportunity before design began, so every decision, from the mark to the system to the site, traced back to a gap in the market. Shipping a focused first site, then auditing it against real audiences, is what turned a credible website into a clear one.