ONEdna provides a comprehensive view and analysis of an individual's genes along with actionable recommendations. The results may give insights into health status and risk for disease, optimal dietary and nutrients response, understanding which medications may work better and an optional cancer screen to identify risk of common hereditary cancers, such as breast, ovarian, colorectal, melanoma, pancreatic, prostate, stomach, and uterine cancer.

The Objective

Creating a comprehensive end-to-end DNA experience that allows customers to get an insight of potential health risks, dietary and nutrients needs, drug response and cancer screening.

My Responsibilities

Managing the entire creative processes from branding, packaging, mobile application, responsive web development, user testing up to the fully automated genomic report generation.

The Challenges

An individual’s genes make up who they are and play an important role in many aspects of their wellbeing. DNA has such a significant impact on life, but how much do people actually know about it? Also, how should ONEdna present a vastly sensitive topic, such as potential risks for cancer to its customers?

Aligning people from different expertise areas is for sure not easy. As Head of UX, I partnered with the business, development, marketing and science team to create an experience that empowered our customers to take control about their health and lifestyle. The challenge was to balance complex scientific concepts with easily digestible and “easy-to-understand’ content and visuals, with the goal to educate our users and change their behaviour for good!

The outcome was a great experience from a personalized DNA testing process (that doesn’t feel like a process at all) up to a handy mobile application, that lets user snap a picture of their food and have an expert dietitian team review, rate and provide healthy recommendations to the users.

Mobile Application

Website