How a strategic website redesign positioned Biomatrica for growth and acquisition.
Branding, UI/UX, Web Redesign, Product Banners Ads Design.
The new clean, upscale, and user-centered website redesign elevates Biomatrica’s branding as it launches new products in its online shop.
The Brief
Biomatrica, a biotechnology company specializing in ambient-temperature preservation technologies for biological materials, sought a comprehensive redesign of their website. The immediate goal was to showcase new product launches and improve the overall user experience. More broadly, the project aimed to elevate the company’s brand identity and position Biomatrica as an innovative leader in a highly competitive industry.
Solution: Elevating the Brand Through Design
The redesign focused on creating a modern, upscale, and elegant user experience. Beyond visual polish, the idea was to elevate the brand identity to create strategic alignment with the company’s position as a scientific innovator.
Key functionalities:
• Showcasing new products through visually engaging banner ads
• Creating an intuitive, streamlined portal to the online store
• Highlighting company news, events, and product updates
My approach combined a refined visual aesthetic with user-centered navigation and intuitive functionality.
At the heart of the project were simplification, reorganization, and a more intuitive user experience.
Process
As Creative Lead, I partnered closely with two developers and a product manager throughout the project lifecycle. After reframing the strategic direction, we scheduled a meeting at Biomatrica’s headquarters. I introduced the concept for the new upscale brand positioning and enhanced user experience by presenting:
– A streamlined layout and navigation system designed for clarity and usability
– Refined graphic elements and typography and how they would elevate the brand’s visual identity
– A realistic implementation plan, developed in coordination with both the marketing and development teams
The new navigation and user experience feature multiple menus for improved clarity and optimized organization.
The store inventory at a glance.
Design
Once the concept was approved, I expanded the design to all the visual assets to ensure consistency and alignment with the new brand direction.
1. Website redesign
I designed a clean, modern interface supported by an intuitive navigation system, with usability and clarity at the core of the experience. I defined the color palette, typography, and graphic elements to reflect the brand’s elevated visual identity. These design assets were handed off to the development team, along with detailed specs and guidelines, to be integrated in a CMS- based website and online store.
2. Product Banner ads
I designed five rotating banner ads to introduce Biomatrica’s new product line on the new homepage carousel. The banners were also designed to be used for print and digital marketing campaigns, reinforcing brand consistency across platforms and channels.
The five banners contribute to branding through consistent style while promoting new products.
Result
The redesign successfully elevated Biomatrica’s brand presence through a clean, sophisticated, and user-centered digital experience. The new interface and navigation improved usability, making the purchase process more intuitively accessible for customers. The synchronized launch of five product banner ads helped promote Biomatrica’s latest innovations while maintaining a cohesive visual identity across web and print marketing channels.
The project was well received internally and externally, positioning Biomatrica as an innovative and influential company in the biotech industry, while laying a strong design foundation for future growth.
Ultimately, the redesign contributed to Biomatrica’s growth and eventual acquisition by Exact Sciences, who recognized the company as “a leading provider of DNA preservation technology.”
