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Scalable e-commerce solutions for biotech and reproductive services.
Lead UX & Visual Design
Basis
Life Sciences & Healthcare
2015–2019
California Cryobank (CCB) is a worldwide leader in biotech and reproductive services with 7 key businesses under it’s umbrella.
As lead UX designer at Basis, I worked directly with its marketing department and product owners for 4 years to rebuild its properties and create a unified persona across all businesses, allowing the company to appeal to more clients, optimize e-commerce conversions, and easily scale through acquisitions.
The overhaul began with the Sperm Client site — California Cryobank’s foundation and core business. The update focused on a ground-up redesign for mobile responsiveness, a saturated color palette in lieu of grey gradients, and emotional imagery that connected with the consumer.
After addressing these issues and more, the new site led to 3x the number of unique sessions with 7+ page views per session and even a 10% increase in the average order size. With this successful revival, I continued to facelift CCB’s many other web properties alongside my team at Basis.
To make the additional redesigns efficient and to keep inconsistencies at bay, I created and managed a Sketch library that was shared across the team to keep our designs in sync across multiple files. The library included reusable elements such as brand colors and default typography, buttons and form elements, and logos and icons. This proved very useful not only to the design team, but also the developers as it helped guide them to create a base CSS file with reusable HTML elements from the outset of new sites moving forward.
I built a Sketch library that contained type options for dark and light backgrounds, buttons and a custom icon set (which I converted into an icon font for dev) that both accept any color swatch added to the library, 3 different form field bases built with 20+ swappable elements, and more reusable assets.
Leading into an investment and acquisition period, I worked with CCB to design a corporate site aligning all of the brands under California Cryobank Life Sciences. The site helped clients and, specifically, investors get a comprehensive view of the company’s properties as they continued to expand in both their current markets and new verticals.
Coming out of this period, I created a white-label Sperm Client site to easily bring the newly acquired banks into the CCB family while keeping them independent from CCB proper. The design, utilizing the brand guidelines defined in the Sketch library, focused on simplicity and scalability, allowing CCB to get new businesses up and running quickly and easily without much resource needs from design or development.
The white-label sperm client site has allowed CCB to easily welcome new banks to the family. It comes with a rather complex e-commerce portion that involved the development of separate journeys for users based on combinations of state of residence and the prior completion of req’d forms.
