GoodCell
GoodCell provides personalized bio-banking, securely preserving your healthiest cells—including stem cells—for advanced, future-ready therapies.
My Role
Led the end-to-end UX and UI redesign of Goodcell's digital experience, focusing on simplifying scientific information, improving usability, and building user trust through clear design and language.
Challenges Faced
Users struggled to understand Goodcell's scientific offering - technical language and dense layouts made the service feel inaccessible and reduced confidence in the brand.
Goal
Translate complex medical concepts into an approachable, credible experience that increases comprehension, trust, and conversion across all touchpoints.
Root Issues Uncovered
Through early user interviews and feedback sessions, we learned that people struggled to interpret Goodcell's scientific messaging - technical terminology felt intimidating, reducing comprehension and trust in the product.
Creating Clear Structures
To organize the content better, I led a virtual card-sorting exercise. This helped us see how users naturally grouped information, allowing us to restructure the website around their expectations instead of internal assumptions.
I grouped information into digestible categories to create a mental model users could easily follow—transforming scattered content into a logical, confidence-building structure.
Bringing Everyone to the Table
Next, I facilitated a participatory design session with the team. Instead of working in isolation, we gathered ideas directly from stakeholders across different departments. This collaboration gave us a clearer vision of the new website—one that would communicate trust, education, and security.
Sketching the Vision
With a strong foundation in place, I moved into sketching. Early concepts focused on simplifying the layout and emphasizing the most important information while reducing cognitive load. After several iterations and feedback sessions, we finalized wireframes that mapped a smoother, more intuitive user journey and set the stage for high-fidelity design.
From Wireframes to Wow
Translating the wireframes into high-fidelity designs, I focused on creating a visual language that feels both clinical and reassuring—clean typography, balanced whitespace, and a structured information hierarchy to guide users smoothly through complex content.
Every color, icon, and call-to-action was tested for clarity and emotional resonance, ensuring users felt confident and informed at every step. The result was a polished interface that combined scientific credibility with a human touch.
Responsive by Design
Making it Clear, Credible and Clickable
We reworked the experience to remove confusion, build trust, and guide users toward action. From simplified messaging to strategic visuals and stronger calls to action—every change was made to make the experience clearer, more credible, and easier to click through.
Improved Mobile Responsiveness
Optimized layout and interactions for a seamless mobile experience.
Humanized the Experience
Added expert video and relatable imagery to build emotional trust.
Simplified the Core Message
Translated complex medical terms into clear, user-friendly language.
Strengthened Call-to-Actions
Made CTAs more visible and action-driven to increase conversions.
Streamlined the User Journey
Reorganized sections to flow naturally from awareness to action.
Made Content Scannable
Broke dense text into modular cards with clear headings and visuals.
Refined the Hero Section
Crafted a compelling opening that communicates value instantly.
Created a Strong Visual Hierarchy
Established consistent typography and layout to guide the user's eye.
Words from my Design Head
"Delivered clean, high-impact design work."
Waqar took our slim design system and immediately built upon it, delivering organized, high-impact wireframes, mockups, and prototypes that elevated our brand and website. His upbeat attitude, structured files, and eagerness to contribute made him a joy to work with.
Elizabeth Marghi
Head of Design at Goodcell
Final Outcome
Simplified messaging and a stronger visual hierarchy improved comprehension, engagement, and overall trust in the brand. The redesign clarified complex content and made the experience feel both credible and approachable.
Key Results
- ✓60% increase in consultation bookings
- ✓85% improvement in user comprehension scores
- ✓Featured in Healthcare Design Awards 2024
Reflections
This project reinforced the power of clear communication in high-stakes domains like healthcare. I learned how to translate complex, technical information into a calm, human-centered experience that builds confidence rather than confusion.