ISGP Rebrand & Website Redesign
Created a modern brand identity, developed a responsive and user-friendly website, and implemented membership management tools to meet ISGP's logistical and operational needs.
Company
Illinois Society of Genetic Professionals
Industry
Healthcare
Branding
Product UX/UI Design
Responsive Web Design
Research
Overview
The Illinois Society of Genetic Professionals (ISGP) is a professional organization dedicated to advancing the development and delivery of genetic services, research, and education in Illinois. As a freelance designer working solo, I was tasked with rebranding the organization and redesigning their outdated website. This comprehensive project included creating a modern brand identity, developing a responsive and user-friendly website, and implementing membership management tools to meet ISGP's logistical and operational needs.
The Problems
1. Outdated Brand Identity:
ISGP’s visual branding lacked the professionalism and sophistication necessary to represent the organization at national healthcare and genetics events, making it difficult to stand out in a complex industry.
2. Inefficient Website Platform:
The existing website, hosted on WildApricot, was outdated, slow, and lacked essential functionality for managing membership sign-ups, payments, event RSVPs, and communication. Additionally, ISGP needed a seamless migration of their membership data—including payment histories and personal profiles—to a new platform without disrupting operations or losing critical information.
3. Unclear User Experience:
The old website did not provide a streamlined or intuitive experience for members, resulting in frustrations with sign-ups, payments, and accessing educational resources. Below are examples of the original branding and website that sorely needed improving. And, yes, that was the original full scale logo asset... pixelation and all 😅:
The Goals
As a business, I want to:
1. Modernize the brand with a professional and impactful visual identity that reflects ISGP’s mission and stands out at national events. 2. Develop a responsive and lightweight website that efficiently handles membership payments, member dashboards, event RSVPs, and society announcements. 3. Ensure seamless data migration to safeguard existing membership data and maintain operational continuity.
As a user, I want to:
1. Engage with a visually appealing and trustworthy brand that aligns with ISGP’s mission. 2. Navigate a functional and intuitive website that makes it easy to sign up, manage memberships, RSVP for events, and stay informed. 3. Experience a smooth and hassle-free transition to the new platform without losing access to my membership data or encountering disruptions.
The Process
Discovery and Stakeholder Collaboration
Kicking off, I held in-depth conversations with ISGP leadership to identify their pain points, objectives, and vision for the rebrand and redesign, as well as gathered input on their desired features for the website and their aspirations for a refreshed brand identity.
Competitor and Market Research
Researched competitors and healthcare organizations specializing in genetics, such as Invitae, GeneDx, and 23andMe, to identify trends and best practices. Focused on balancing professionalism with approachability to ensure ISGP appealed to both seasoned professionals and new members.
1. Logo Design -
Created a modern and impactful logo that captured ISGP’s mission and values. The final design reflected sophistication and memorability for use across print, digital, and event materials.
2. Color Palette -
Drew inspiration from the Chicago flag (cyan and red) and healthcare-industry tones (blue and pink) to create a cohesive palette that reflected ISGP’s identity and location.
3. Typography -
Selected typefaces optimized for readability on small screens and scalability for various applications, such as web, print, and merchandise.
Platform Migration -
Researched and recommended Wix as the new platform for its flexibility and ease of use. Meticulously exported and migrated ISGP’s existing membership data on WildApricot seamlessly to the new Wix platform.
Design and Development -
Designed and built a responsive website optimized for mobile and desktop users. Integrated core features such as membership sign-ups, fee and donation processing, personalized member dashboards, event RSVPs, and a repository for genetics education resources. Streamlined the user flow to reduce friction and ensure an intuitive experience. Leveraged ISGP’s new brand guidelines to create a cohesive look across the site, reinforcing professionalism and trust.
Iteration and Feedback
Conducted reviews with ISGP leadership at key milestones to ensure alignment with their vision. Made iterative adjustments to the website design and functionality based on stakeholder feedback.
The Results
1. Modern Brand Identity:
ISGP’s new logo and branding established a professional and memorable presence, elevating the organization’s image at national genetics and healthcare events.
2. Streamlined Website Functionality:
Delivered a responsive and lightweight website that served as a one-stop shop for all ISGP community needs, including: Membership payments and profile management Event RSVPs (both paid and free) Society announcements and educational resources As well as reduced member frustration and provided an intuitive, user-friendly experience.
3. Successful Data Migration:
Ensured that no membership data, payment records, or personal information was lost during the transition, maintaining continuity for existing members.
4. Increased Engagement:
Improved user satisfaction with the website’s functionality and visual design, reflected in positive feedback from ISGP leadership and members.
5. Scalability for the Future:
The new platform and design are easily adaptable for future updates, including additional features such as new membership tiers, vaccine upsells, and expanded educational content.
