Superbio.ai

UI/UX designer, website strategist & design systems

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Background: Superbio, an AI startup in life sciences, approached me to rebrand their design and website. The primary objectives were to attract investors, advertise the platform, and create a diverse community. The existing website was outdated, featuring a limited one-page design that failed to communicate the company's value proposition effectively.

Background: Superbio, an AI startup in life sciences, approached me to rebrand their design and website. The primary objectives were to attract investors, advertise the platform, and create a diverse community. The existing website was outdated, featuring a limited one-page design that failed to communicate the company's value proposition effectively.

Background: Superbio, an AI startup in life sciences, approached me to rebrand their design and website. The primary objectives were to attract investors, advertise the platform, and create a diverse community. The existing website was outdated, featuring a limited one-page design that failed to communicate the company's value proposition effectively.


Why a New Website: As Superbio grew, it became essential to showcase a new website to better represent its mission and offerings. The main goals were to attract investors, advertise the platform, and create a diverse community. A modern, multi-page design was needed to effectively communicate the company's value proposition, improve user engagement, and facilitate partnerships.

Why a New Website: As Superbio grew, it became essential to showcase a new website to better represent its mission and offerings. The main goals were to attract investors, advertise the platform, and create a diverse community. A modern, multi-page design was needed to effectively communicate the company's value proposition, improve user engagement, and facilitate partnerships.

My Role

As the UI/UX Designer and Branding Specialist, my responsibilities included:

  • Conducting user research and surveys to gather insights.

  • Analyzing user behavior through Clarity and other tools.

  • Creating a new visual identity, including a new logo and color scheme.

  • Sketching and conceptualizing the new website design.

  • Collaborating closely with engineers and the product manager.

  • Developing a comprehensive Design System.

  • Crafting illustrations to convey Superbio's essence in a friendly and engaging manner.

  • Understanding user personas and creating customized inbound request forms to facilitate partnerships.

Problem:

The initial website suffered from several critical issues:

  • Unclear Value Proposition: Users were unsure of Superbio's value.

  • Lack of Key Features: Users couldn't easily engage with the product.

  • Outdated Look: The design was not modern or visually appealing.

  • Limited to One Page: The website restricted detailed information and navigation.

Understanding the issues

We surveyed researchers and scientists and analyzed user behavior using Clarity. The results were revealing:

  • 12.47% Quick Backs: A significant number of users quickly exited the platform, indicating navigation issues.

  • 42.3% Confusion: A large portion of survey respondents couldn’t understand the value proposition.

  • 22-Second Engagement: Users spent minimal time on the platform, highlighting engagement concerns.

  • Zero Partnership Requests: No commercial partnership requests were received through the website.

Design Ideation: Based on the audit findings and user research, I initiated the process of sketching and conceptualizing the new website design. Collaborating closely with engineers and the product manager, we ensured alignment with the company's mission and brand voice: "to advance life sciences by making AI accessible." In addition to developing a comprehensive design system, I crafted illustrations to effectively convey the essence of Superbio in a friendly and engaging manner. I also worked with the team to understand user personas and created customized inbound request forms to facilitate partnerships, enhancing how people discover our product and fostering collaboration within the community.


Information architecture: The new website's information architecture ensures users have clear, organized access to key information about Superbio, including detailed sections on our services, culture, careers, and about us. This structure enhances usability and helps users quickly find relevant information.

Results

Increase in New Users: Monthly active users increased 4x, and Superbio secured three new partnerships, validating a clear value proposition.

  • Higher Engagement: Users spent an average of 1.7 minutes on the website, exploring different sections such as the careers and about us pages.

  • Improved Access: The new website's user-friendly design and intuitive navigation made it easier for users to access information about Superbio's services, team, and culture. Quick back rates dropped to below 1%.

Takeaways


  • Engagement Requires Clear Value Proposition: Simplifying and clearly communicating Superbio's offerings were critical to reducing confusion and increasing user engagement.

  • User Retention and Engagement: Features that enhance ongoing engagement and repeat usage are crucial, as about 10% of users return after 30+ days.

  • Impact of App Releases: Regular updates and feature improvements drive engagement and attract new users, as evidenced by spikes in activity and user acquisition following app releases.

  • Tailored Solutions for Usage Patterns: Developing features like daily usage limits and enhanced data management tools can accommodate and encourage more consistent usage due to "spikey" usage patterns.

  • Facilitating Partnerships: Creating customized inbound request forms improved how potential partners discovered and engaged with Superbio, leading to tangible partnership growth.

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