[et_pb_section fb_built=”1″ admin_label=”Header” _builder_version=”4.27.4″ _module_preset=”default” background_enable_color=”off” background_image=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/04\/back1a-1.png” locked=”off” collapsed=”on” global_colors_info=”{%22gcid-a674551e-c023-4666-82b8-b7448e713885%22:%91%22background_color%22%93}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” max_width=”none” custom_padding=”||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”PORTFOLIO ” url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjgxIn19@” _builder_version=”4.27.4″ _dynamic_attributes=”url” _module_preset=”2f1d5852-f57b-4ba0-bd16-6c9a4ad15057″ title_text_align=”center” title_text_color=”RGBA(255,255,255,0.7)” custom_padding=”||0px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” max_width=”none” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Global Genes” _builder_version=”4.27.4″ _module_preset=”53832b88-c00f-488b-926c-9b4bffdc92b5″ title_text_align=”center” title_text_color=”#FFFFFF” title_font_size=”4vw” width=”100%” custom_margin=”||10px||false|false” title_font_size_tablet=”8vw” title_font_size_phone=”8vw” title_font_size_last_edited=”off|desktop” global_colors_info=”{}”][\/et_pb_heading][et_pb_divider color=”#FFFFFF” _builder_version=”4.27.4″ _module_preset=”default” width=”29%” module_alignment=”center” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”Jost||||||||” text_text_color=”#FFFFFF” text_font_size=”18px” custom_margin=”-38px||||false|false” global_colors_info=”{}”]<\/p>\n
lobal Genes, a nonprofit dedicated to individuals and families affected by rare diseases, needed to modernize their digital platform to better serve a global, often underserved, community. The project aimed to improve discovery of events, resources, and connections between users with shared conditions or interests\u2014powered by user-centered design and machine learning<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.27.4″ _module_preset=”default” max_width=”100%” module_alignment=”center” custom_margin=”|0px||0px|false|false” custom_padding=”|0px|||false|false” locked=”off” global_colors_info=”{}”][et_pb_fullwidth_header title=”Project Overview” text_orientation=”center” header_scroll_down=”on” scroll_down_icon=”%%3%%” scroll_down_icon_size=”32px” content_max_width=”99%” _builder_version=”4.27.4″ _module_preset=”default” title_line_height=”1.6em” content_font_size=”20px” content_line_height=”1.9em” background_color=”#48a31b” width=”100%” custom_margin=”0px|0px||0px|false|false” custom_padding=”0px|0px||0px|false|false” box_shadow_style=”preset6″ global_colors_info=”{}”]Project:<\/strong> Global Genes Website Redesign & Smart Event Matching [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Impact” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Improved User Engagement and Experience<\/strong> Greater Community Connection<\/strong> Empowered Research Access<\/strong> Expanded Global Reach<\/strong> Increased Digital Metrics<\/strong> Stronger Brand Identity<\/strong> Sustainable Site Management<\/strong> [\/et_pb_text][et_pb_heading title=”Users\u2014often newly diagnosed patients, caregivers, or advocates\u2014faced challenges such as:” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ title_line_height=”1.2em” custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||8px|||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_heading title=”Global Genes needed a redesigned platform that would:” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ title_line_height=”1.2em” custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_heading title=”Data DIY training model needed” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ title_line_height=”1.2em” custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]The analytics team needed a user friendly platform to bring a high-impact, technical tools to the forefront of the site\u2014 that felt\u00a0 relevant, digestible, and inspiring to non-technical users. Redesigned Information Architecture<\/strong> Data DIY Training Integration<\/strong> Rare Data Exchange Access<\/strong> Plain Language + Accessibility Rewrite<\/strong> SEO + Email Growth Optimization<\/strong> Backend CMS + Staff Training<\/strong> [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Global Genes\u2014a leading nonprofit supporting the rare disease community\u2014had a sprawling website filled with vital resources, but the user experience was disjointed. Content was difficult to find, resources were scattered, and outdated technology limited accessibility and real-time data updates. Despite their strong mission, the digital platform wasn\u2019t effectively serving the needs of patients, caregivers, or advocates navigating complex health journeys.<\/p>\n As UX and UI Lead, I directed a human-centered design process across research, strategy, design, and implementation. I partnered with stakeholders, product managers, and developers to:<\/p>\n The end result:<\/strong> a cohesive, accessible digital platform that significantly improved user engagement, resource discovery, and brand reach\u2014furthering Global Genes\u2019 mission to serve 400 million people affected by rare disease worldwide. From the outset, I partnered with stakeholders and a cross-functional team to define a strategic vision grounded in empathy, functionality, and clarity. We began with comprehensive research\u2014including UX audits, stakeholder interviews, and user behavior analysis\u2014to uncover pain points around navigation, accessibility, and discoverability.<\/p>\n These insights fueled the design direction. I developed a new information architecture and modular design system that prioritized user autonomy, allowing visitors to self-identify their needs and dive deeper into content pathways at their own pace. Accessibility best practices were embedded throughout, ensuring the platform met the diverse needs of its global audience.<\/p>\n Beyond UX and interface design, I played a central role in aligning the website\u2019s technical and marketing ecosystems. Working with SEO strategists, I supported the development of a content and keyword strategy that elevated organic visibility while reinforcing Global Genes\u2019 thought leadership. I also collaborated with developers to integrate third-party tools, streamline backend systems, and ensure long-term scalability.<\/p>\n The outcome was more than a website redesign\u2014it was a reimagining of the user experience through the lens of design thinking. The new Global Genes platform is intuitive, responsive, and future-ready\u2014delivering clarity, connection, and confidence to a community that depends on timely, trustworthy information. Deliverables included:<\/strong><\/p>\n Revised Sitemap<\/strong> Core Page Wireframes<\/strong> User Journey Mapping<\/strong> CMS Platform Recommendation<\/strong> Technology & Systems Integration Plan<\/strong> Measurement & Performance Framework<\/strong> As UX and UI lead for the Global Genes website transformation, I worked closely with stakeholders and cross-disciplinary partners to reimagine how the organization connects with its global rare disease community. My role focused on crafting a strategy-led, user-first experience that addressed both organizational goals and community needs.<\/p>\n We began with an in-depth audit of the existing digital presence\u2014reviewing content architecture, usability challenges, SEO performance, and technical constraints. Through stakeholder workshops, user research, and persona mapping, we uncovered critical gaps in how patients, families, and researchers navigated the site and accessed resources.<\/p>\n From these insights, I led the design of an intuitive and accessible user interface that simplified search and discovery. We created a clean, responsive layout and improved content hierarchy to ensure users could find relevant disease-specific resources with ease. Simultaneously, we architected a new technology stack that aggregated real-time data from various sources\u2014ensuring that disease information remained up to date and actionable.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”1_2″][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/04\/persona-scaled.jpg” title_text=”persona” align=”center” _builder_version=”4.27.4″ _module_preset=”default” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/04\/gene_journey.png” title_text=”gene_journey” align=”center” _builder_version=”4.27.4″ _module_preset=”default” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Tools Used” _builder_version=”4.27.4″ _module_preset=”bb4380ae-3a25-47ac-ad90-70eb46aa84ed” title_font=”Jost|600|||||||” title_text_color=”#43009b” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_heading title=”UX Audit & Insights” _builder_version=”4.27.4″ _module_preset=”9bc261bb-9cfb-4498-aef2-9a26350bb38d” title_font=”Jost|600|||||||” title_letter_spacing=”-0.03em” custom_margin=”0px||-32px||false|false” locked=”off” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”1_2″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Our team also created a comprehensive content and communication strategy, including messaging guidelines, tone of voice aligned with patient perspectives, and a multi-channel outreach plan across social, email, and events. This helped unify the Global Genes brand voice while extending its reach.<\/p>\n To support scalability and sustainability, we built a powerful yet manageable backend system, trained internal teams to maintain the platform, and developed a flexible CMS framework tailored to editorial workflows.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”1_2″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]The result was a redesigned site that dramatically improved user engagement, accessibility, and brand coherence. Post-launch metrics showed significant increases in traffic, social media growth, and email signups\u2014amplifying Global Genes\u2019 mission to provide hope and resources to the 400 million individuals worldwide affected by rare disease. lobal Genes, a nonprofit dedicated to individuals and families affected by rare diseases, needed to modernize their digital platform to better serve a global, often underserved, community. The project aimed to improve discovery of events, resources, and connections between users with shared conditions or interests\u2014powered by user-centered design and machine learning Project: Global Genes Website […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":81,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-226","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/pages\/226","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/davialilly.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=226"}],"version-history":[{"count":21,"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/pages\/226\/revisions"}],"predecessor-version":[{"id":526,"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/pages\/226\/revisions\/526"}],"up":[{"embeddable":true,"href":"https:\/\/davialilly.com\/index.php?rest_route=\/wp\/v2\/pages\/81"}],"wp:attachment":[{"href":"https:\/\/davialilly.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nRole:<\/strong> Senior Product Designer \/ UX Lead
\nTeam:<\/strong> UX, engineering, content strategy, data science,
\ncommunity engagement, executive stakeholders
\nTimeline:<\/strong> June 2022 \u2013 February 2023
\n[\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”||11px|||” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”60px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Problem & Context” _builder_version=”4.27.4″ _module_preset=”fa7df620-1221-4058-9181-68f8eeae9e5b” title_font=”Jost|600|||||||” global_colors_info=”{}”][\/et_pb_heading][et_pb_heading title=”Global Genes Website Redesign & Smart Event Matching” _builder_version=”4.27.4″ _module_preset=”313e2ec7-60b4-4c07-9ef7-ac3ea5256c13″ title_font=”Jost|600|||||||” title_font_size=”53px” title_letter_spacing=”0em” title_line_height=”1.2em” width=”100%” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”cb9d74ce-fa96-4442-99e6-35dfe6e4ee62″ text_font=”Jost||||||||” global_colors_info=”{}”]Global Genes serves millions of people impacted by over 10,000 rare diseases, many of whom are navigating complex medical and emotional journeys without clear support systems. Despite the organization’s powerful mission and extensive content library, their website had become difficult to navigate, fragmented, and unintentionally inaccessible.
\n[\/et_pb_text][et_pb_button button_url=”https:\/\/www.troutman.com\/” url_new_window=”on” button_text=”View Live Project” _builder_version=”4.27.4″ _module_preset=”2ee4c248-4b73-4b58-911a-0be184fd3e74″ button_font=”Jost|600|||||||” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/04\/globalgenes-scaled.png” title_text=”globalgenes” _builder_version=”4.27.4″ _module_preset=”default” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”0px||4px|||” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Problem” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Global Genes had a vast ecosystem of valuable resources, but their digital experience was falling short for the very people who needed it most. Users\u2014including patients, caregivers, researchers, and advocates\u2014struggled to find relevant content, connect with peers, or engage meaningfully with the community. The platform lacked personalization, accessibility, and a clear structure, leading to lost opportunities for support, education, and engagement. Technical debt, fragmented navigation, and outdated infrastructure further limited its reach\u2014especially on a global scale.[\/et_pb_text][et_pb_heading title=”Solution” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]We reimagined the Global Genes website as a centralized, scalable platform that could meet the rare disease community\u2019s diverse needs\u2014whether emotional, informational, or technical. Our team:<\/p>\n\n
\nRedesigned site architecture, navigation, and content access led to faster discovery of resources and a smoother user journey\u2014especially for users navigating complex or rare disease-related challenges.<\/p>\n
\nML-powered recommendations helped users find relevant events, toolkits, and peers, increasing participation in support initiatives and rare disease events.<\/p>\n
\nResearchers gained improved access to the Rare Data Exchange, enabling better use of patient-contributed data and advancing condition-specific insights.<\/p>\n
\nThe platform\u2019s new architecture supported multilingual access and localization, making Global Genes\u2019 content and tools more accessible to international audiences.<\/p>\n
\nPost-launch saw measurable lifts in:<\/p>\n\n
\nThe redesign brought clarity and cohesion to Global Genes\u2019 brand, ensuring consistency across web, email, and social\u2014leading to deeper user trust and broader awareness.<\/p>\n
\nThe backend was built for long-term scalability. The Global Genes team now has full autonomy over content updates, supported by custom CMS training provided at launch.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Research & Insights” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_heading title=”Persona & Journey Mapping” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Worked closely with Global Genes to identify and define core audiences: newly diagnosed patients, caregivers, advocates, researchers, and global partners. Mapped user journeys to understand needs across emotional, informational, and technical touchpoints.
\n[\/et_pb_text][et_pb_heading title=”Content & Tech Ecosystem Audit” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Reviewed existing content repositories, CMS architecture, and third-party tools. Conducted a full content gap analysis<\/strong> and mapped critical resources to user goals. Audited the technology stack to uncover inefficiencies and inform a scalable rebuild.
\n[\/et_pb_text][et_pb_heading title=”Accessibility & Navigation Analysis” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Evaluated the previous site\u2019s structure and user experience\u2014surfaced pain points around accessibility, searchability, and clarity<\/strong>. Discovered that scattered, untagged resources often led to missed opportunities for connection or support.
\n[\/et_pb_text][et_pb_heading title=”SEO & Analytics Review” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Audited site analytics and marketing tech performance. Developed a revised channel and content strategy<\/strong>\u2014including SEO enhancements and messaging refresh across web, email, and social.
\n[\/et_pb_text][et_pb_heading title=”Data Strategy Integration” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Collaborated with developers and data teams to architect a backend that would support up-to-date rare disease data integration, ensuring users had access to evolving, condition-specific resources.
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Pain Points & Context” _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_2_font=”|300|||||||” header_2_text_align=”left” header_2_line_height=”1.4em” custom_margin=”||15px|||” global_colors_info=”{}”]<\/p>\nGlobal Genes is a nonprofit that supports over 400 million people worldwide living with rare diseases. Despite its mission and resource-rich platform, the organization\u2019s previous website wasn\u2019t meeting the needs of its community.<\/h2>\n
\n
\n
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_padding=”||1px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Solution Prioritization Matrix” _builder_version=”4.27.4″ _module_preset=”default” title_font_size=”37px” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_padding=”||1px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Feature \/ Solution” _builder_version=”4.27.4″ _module_preset=”default” title_font_size=”18px” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Impact” _builder_version=”4.27.4″ _module_preset=”default” title_text_align=”center” title_font_size=”18px” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Feasibility” _builder_version=”4.27.4″ _module_preset=”default” title_text_align=”center” title_font_size=”18px” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Urgency” _builder_version=”4.27.4″ _module_preset=”default” title_text_align=”center” title_font_size=”18px” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Strategic Alignment” _builder_version=”4.27.4″ _module_preset=”default” title_text_align=”center” title_font_size=”18px” title_line_height=”1.2em” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Priority” _builder_version=”4.27.4″ _module_preset=”default” title_text_align=”center” title_font_size=”18px” custom_margin=”||10px|||” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_padding=”3px||19px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]ML-powered event\/resource recommendations
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u2666High
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” min_height=”69px” custom_margin=”10px|auto||auto||” custom_padding=”3px||20px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Redesign of IA and navigation
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u2666 High
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” min_height=”93px” custom_padding=”3px||0px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Data DIY Training Integration (Zuck Initiative)
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u2666 High
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_margin=”14px|auto|17px|auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Rare Data Exchange researcher access
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u2666 High
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” min_height=”99.2px” custom_margin=”|auto|17px|auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Plain-language content + accessibility rewrite
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u2666 High
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_margin=”18px|auto||auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Donation system redesign (mobile-first)
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u25ca Medium
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_margin=”29px|auto||auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Email signup and SEO optimization
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u25ca Medium
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_margin=”18px|auto||auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Backend CMS rebuild + training
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u25ca Medium
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_6,1_6,1_6,1_6,1_6,1_6″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_margin=”18px|auto|34px|auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Social media cross-channel messaging updates
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Low
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]High
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Low
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]Medium
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” text_orientation=”center” module_alignment=”center” global_colors_info=”{}”]\u21d3 Low
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” custom_margin=”18px|auto||auto||” custom_padding=”3px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”High Priority” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]ML-Powered Recommendations<\/strong>
\nHelps users discover relevant events and resources via behavioral + profile data.
\n\u2192 High impact, medium feasibility, high alignment<\/p>\n
\nImproves wayfinding and access to toolkits, events, and condition-specific content.
\n\u2192 High impact, high feasibility, core to user success<\/p>\n
\nEmpowers users to understand and steward health data through 4-module series.
\n\u2192 High strategic value, medium urgency, unique differentiator<\/p>\n
\nEnables researchers to explore patient-contributed condition data.
\n\u2192 Medium urgency, high innovation, high impact on research partners<\/p>\n
\nDelivers readable, emotionally attuned content for low-literacy and global users.
\n\u2192 High impact, broad reach, foundational to UX
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Medium Priority” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Mobile-First Donation System<\/strong>
\nStreamlines giving and improves conversion on mobile devices.
\n\u2192 Good impact, low complexity, medium strategic importance<\/p>\n
\nBoosts reach and subscriber engagement.
\n\u2192 Medium impact, high feasibility<\/p>\n
\nGives Global Genes autonomy over content management and maintenance.
\n\u2192 Operational value, medium complexity
\n[\/et_pb_text][et_pb_heading title=”Low Priority” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” global_colors_info=”{}”]Social Media Messaging Alignment<\/strong>
\nRefreshes tone and content consistency across Instagram, Facebook, etc.
\n\u2192 Nice to have, low urgency, can be phased post-launch
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”23px|||||” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Heuristics Evaluation” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][\/et_pb_heading][et_pb_accordion _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_accordion_item title=”Scattered and untagged resources” open=”on” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]After evaluating the site structure, we found the architecture was making it hard for users to find relevant toolkits, events, or financial support
\n[\/et_pb_accordion_item][et_pb_accordion_item title=”Lack of personalization or filtering” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” open=”off”]preventing patients and caregivers from discovering condition-specific content
\n[\/et_pb_accordion_item][et_pb_accordion_item title=”Outdated tech and UX patterns” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” open=”off”]limiting the site\u2019s ability to scale globally or serve a broad spectrum of users\u2014from researchers to newly diagnosed individuals
\n[\/et_pb_accordion_item][et_pb_accordion_item title=”No clear data infrastructure” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” open=”off”]creating barriers to updating critical disease-specific information and surfacing new opportunities for engagement
\n[\/et_pb_accordion_item][\/et_pb_accordion][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Before” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}”][\/et_pb_heading][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/06\/Screenshot-2025-06-29-at-1.45.14\u202fPM.png” title_text=”Screenshot 2025-06-29 at 1.45.14\u202fPM” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”After” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}”][\/et_pb_heading][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/06\/Screenshot-2025-06-29-at-1.55.39\u202fPM.png” title_text=”Screenshot 2025-06-29 at 1.55.39\u202fPM” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Visual Design & Content Experience” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_heading][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/06\/Screenshot-2025-06-29-at-2.04.43\u202fPM.png” title_text=”Screenshot 2025-06-29 at 2.04.43\u202fPM” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_heading title=”Responsive, Modern Design” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]The redesigned interface delivers a clean, flexible layout across devices\u2014built with accessibility, clarity, and emotional sensitivity in mind. Visual hierarchy and white space were carefully balanced to reduce cognitive load for users in high-stress search moments.
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Consistent Call-to-Action Strategy” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Clear CTAs were placed across resource listings, toolkit pages, and registration flows to support task completion and guide user behavior without friction.
\n[\/et_pb_text][et_pb_heading title=”Real People, Real Stories” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Replaced generic stock photography with authentic images of Global Genes community members to build trust and connection. The imagery reinforces the idea that this is a space built for and with<\/em> the rare disease community.
\n[\/et_pb_text][et_pb_heading title=”Emotionally Intelligent Messaging” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Content was rewritten in plain language, using a compassionate tone that resonates with patients and caregivers. Headlines, labels, and CTAs were tested for clarity and emotional impact.
\n[\/et_pb_text][et_pb_heading title=”Accessible Information Architecture” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]Navigation was completely restructured to reflect real-world behavior: finding resources by disease type, need (financial, research, events), or role (patient, parent, researcher). Search and filter options were refined to increase relevance.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” background_color=”rgba(88,128,232,0.13)” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_heading title=”Feature Highlight” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||-1px|15px|false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_heading title=”Data DIY Training” _builder_version=”4.27.4″ _module_preset=”default” title_font_size=”44px” custom_margin=”|||15px|false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/07\/gg_dataCapture.png” title_text=”gg_dataCapture” _builder_version=”4.27.4″ _module_preset=”default” width=”57%” module_alignment=”left” custom_margin=”||||false|false” custom_padding=”0px|||19px|false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_heading title=”The Ask” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||-1px|15px|false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|||15px|false|false” global_colors_info=”{}”]Global Genes launched its Data DIY training model<\/strong>\u2014a four-part series designed to empower patients, caregivers, and advocates to become confident data stewards.
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Challenge” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|||15px|false|false” global_colors_info=”{}”]Our design challenge:<\/strong> Bring these high-impact, often technical tools to the forefront of the site\u2014making them feel relevant, digestible, and inspiring to non-technical users.
\n[\/et_pb_text][et_pb_heading title=”To support this, we:” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ custom_margin=”||3px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n\n
CHALLENGE<\/h2>\n
GOALS<\/h3>\n
\n
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]ROLE<\/span><\/p>\n\n
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Technology, Analytics & UX Audit” _builder_version=”4.27.4″ _module_preset=”9bc261bb-9cfb-4498-aef2-9a26350bb38d” title_font=”Jost|600|||||||” title_letter_spacing=”-0.01em” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”9d8f9089-502b-4a82-93f7-6d30803c9a71″ text_font=”Jost||||||||” text_font_size=”16px” text_line_height=”1.8em” header_font=”Jost|500|||||||” locked=”off” global_colors_info=”{}”]As the lead UX and UI designer for the Global Genes website transformation, I championed a design-led approach to solve complex usability challenges and elevate the organization\u2019s digital impact. The project aimed to unify fragmented resources into a cohesive, accessible experience that could better serve the rare disease community.<\/p>\n
\n[\/et_pb_text][et_pb_heading title=”Tools Used” _builder_version=”4.27.4″ _module_preset=”bb4380ae-3a25-47ac-ad90-70eb46aa84ed” title_font=”Jost|600|||||||” title_text_color=”#43009b” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”9d8f9089-502b-4a82-93f7-6d30803c9a71″ text_font=”Jost||||||||” text_font_size=”17px” locked=”off” global_colors_info=”{}”]Figma, Miro, Adobe Creative Suite, Google Analytics, Hotjar, Amplitude, FullStory
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”My Role \/ Deliverables” _builder_version=”4.27.4″ _module_preset=”bb4380ae-3a25-47ac-ad90-70eb46aa84ed” title_font=”Jost|600|||||||” title_text_color=”#43009b” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”9d8f9089-502b-4a82-93f7-6d30803c9a71″ text_font=”Jost||||||||” text_font_size=”16px” locked=”off” global_colors_info=”{}”]As the UX Lead for the Global Genes website transformation, I directed a research-driven design process to rebuild the digital experience around user needs, accessibility, and strategic content delivery. My focus was to unify scattered resources into a coherent, engaging, and scalable platform that empowers the rare disease community to find the support and information they need.<\/p>\n
\nInformed by stakeholder workshops and user research, I restructured the sitemap to improve resource discoverability, streamline navigation, and simplify entry points for multiple audience types.<\/p>\n
\nDeveloped both low- and high-fidelity wireframes for key user pathways\u2014including resource libraries, community engagement hubs, and condition-specific content pages\u2014to ensure clarity and consistency across the user journey.<\/p>\n
\nCreated a detailed journey map capturing behavioral patterns, decision-making touchpoints, and emotional states of users\u2014from initial visit through to content exploration and resource conversion.<\/p>\n
\nConducted a platform assessment and confirmed WordPress as the ideal CMS, based on Global Genes’ editorial workflows, ease of content management, accessibility features, and scalability for future growth.<\/p>\n
\nOutlined how the redesigned website would interface with Global Genes\u2019 existing ecosystem, including marketing tools, donor platforms, CRM systems, and third-party plugins\u2014ensuring smooth cross-platform functionality.<\/p>\n
\nDefined key performance indicators (KPIs) for traffic, engagement, accessibility compliance, SEO impact, and user satisfaction\u2014establishing a baseline for ongoing optimization and impact measurement.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Tools Used” _builder_version=”4.27.4″ _module_preset=”bb4380ae-3a25-47ac-ad90-70eb46aa84ed” title_font=”Jost|600|||||||” title_text_color=”#43009b” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_heading title=”UX Audit & Insights” _builder_version=”4.27.4″ _module_preset=”9bc261bb-9cfb-4498-aef2-9a26350bb38d” title_font=”Jost|600|||||||” title_letter_spacing=”-0.03em” custom_margin=”0px||||false|false” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”9d8f9089-502b-4a82-93f7-6d30803c9a71″ text_font=”Jost||||||||” text_font_size=”16px” text_line_height=”1.8em” locked=”off” global_colors_info=”{}”]<\/p>\n
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Lo-Fidelity Wireframes” _builder_version=”4.27.4″ _module_preset=”9bc261bb-9cfb-4498-aef2-9a26350bb38d” title_font=”Jost|600|||||||” title_text_align=”center” title_letter_spacing=”-0.03em” locked=”off” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” max_width=”1280px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/04\/wireframes_troutman.png” title_text=”wireframes_troutman” align=”center” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_heading title=”Hi-Fidelity Wireframes” _builder_version=”4.27.4″ _module_preset=”9bc261bb-9cfb-4498-aef2-9a26350bb38d” title_font=”Jost|600|||||||” title_text_align=”center” title_letter_spacing=”-0.03em” locked=”off” global_colors_info=”{}”][\/et_pb_heading][et_pb_image src=”https:\/\/davialilly.com\/wp-content\/uploads\/2025\/04\/hi-fidelity_wireframe.png” title_text=”hi-fidelity_wireframe” align=”center” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"