WiCell Website
PROJECT OVERVIEW
WiCell’s website is the organization’s central communication and business platform, supporting both stem cell product distribution and genetic testing services. I led the creative and strategic direction of the redesign, working with an external development team and coordinating internal groups across science, operations, contracts, and business development to deliver a unified, on-brand site that meets functional, scientific, and organizational needs.
OBJECTIVE + CHALLENGE
Create a single, coherent website that brings together two distinct business lines while addressing the gaps and workflow issues identified by each internal team. The challenge was to merge complex scientific content, operational requirements, and customer-facing functionality into a clear structure and design language that felt unified and intuitive.
ROLES + RESPONSIBILITIES
Guided the contractor’s design proposals, shaping visual language and content structure to maintain clarity and brand alignment. Coordinated stakeholders across departments, translated their needs into actionable direction, and managed prioritization, review cycles, and testing. Ensured the integration of product and services information into one system while keeping the project on budget and on schedule.
STRATEGY + EXECUTION
Focused on building a visual system that supported both product search and service exploration within a single framework. Mapped user journeys, refined the contractor’s early design directions, and established clear decision paths to keep creative, functional, and operational goals aligned. Facilitated cross-department reviews and directed revisions to maintain feasibility, consistency, and long-term governance. The finished site can be viewed at wicell.org.
RESULTS
Internal teams reported immediate improvements in workflow efficiency and clarity, noting that the new structure better supports their daily processes and customer interactions. Customers responded positively to the improved organization, clearer product information, and more intuitive search capabilities. The redesign delivered a unified, production-ready site that strengthens communication, supports business development, and provides a scalable foundation for future growth.
