UX Design Case Study for RxBIO

Our Starting Point


What we heard

Client Persona

The Competition

Key Insights

Content Inventory

This (wince-inducing) video would eventually become the crown jewel of our Products page.


Our Goal

Design & Testing

Low-Fi sketches and site mapping
The wireframes for the site.
  • We needed additional information to make what the business actually is clearer on the home page, so that Oscar could be certain he had come to the right place
  • We needed to emphasize the visual hierarchy, so Oscar would have clear landmarks to navigate by
  • We needed to refine and unify the tone of the language, so that it would speak clearly to our educated user, allowing him to access information quickly and easily
  • We needed to do a better job of targeting Oscar’s needs and getting him to engage with the site

Desktop Prototype

Mobile Prototype


  • find a ‘champion’ doctor who could be a face for the organization in their promotions (building trust)
  • create additional videos to educate visitors, as they’re the perfect educational medium for the web (education)
  • hold webinars or other “carrot” events to warm up larger groups of prospects all at once (education)
  • add languages to extend their reach in the market (broadening their purchasing base)
  • find appropriate social media avenues and start seeding trackable Showpad material into them as content marketing (education)
A takeaway gift for our clients after the presentation — a reminder to always make sure that Oscar has a reason to engage with them.




Multidisciplinary designer and recent graduate of RED Academy. See more at www.michaelmabee.com.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Step-by-step guide for making laser-craved pumpkins

Beyond Mental Models: Tackling Complexity in Interaction Part I

Survey about a gaming site

Important Renovations for Adding Beauty To Your Kitchen

Viimsi: Haabneeme Main Street redesign involves local residents

P3 Type Specimen Poster — Process Documentation

It’s Time to Review Design Review

The battle of the prototypes — first blood

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Michael Mabee

Michael Mabee

Multidisciplinary designer and recent graduate of RED Academy. See more at www.michaelmabee.com.

More from Medium

MOVE — An E-Commerce UX Design Case Study

Case study — Helping people to have a better relationship with their money

App background image

UX Case Study: Travel Money App

Tips on how to design a functional UX