Client
Viome
Roles
Design Director
Lead Designer
Boosted website conversion rates, directly enhancing revenue and customer acquisition.
Reduced email design production time by half through modular templates and streamlined workflows.
Increased design team productivity through strategic implementation of a robust digital design system.
Achieved consistency across all digital, print, and packaging touchpoints, building trust and brand loyalty.
As a strategic design leader, I’ve guided Viome, a dynamic biotech and wellness startup, from its early stages to multimillion-dollar growth through a thoughtfully crafted, scalable brand identity and design strategy.
Viome faced a crucial moment in its growth trajectory—rapid expansion combined with a fragmented visual identity was threatening to dilute its brand impact and customer trust. Recognizing the urgency and opportunity, I stepped in as Design Director and Lead Designer to fundamentally reshape the brand experience.
Understanding that great design begins with deep insight, my process started with extensive stakeholder interviews, market analysis, and customer journey mapping. This revealed that Viome’s audience—scientifically-savvy wellness consumers—demanded clarity, authenticity, and consistency. They sought not just products, but credible wellness solutions backed by scientific integrity.
Leveraging these insights, I developed a timeless visual identity inspired by classic scientific literature, blended seamlessly with contemporary aesthetics. To unify Viome’s diverse product lines—from gut microbiome tests to innovative cancer detection technologies—I created a comprehensive and flexible brand system. This new system significantly boosted Viome’s brand coherence, streamlining workflows, and elevating the consumer experience across digital, print, and packaging touchpoints.
Brand Cohesion & Market Differentiation: Implemented a sophisticated visual storytelling strategy, integrating photography inspired by the Chinese Wuxing philosophy—reflecting balance and scientific rigor—setting Viome distinctly apart from competitors.
Increased Conversion & Revenue: With the new cohesive design, Viome’s website saw an immediate 11% increase in conversion rates, substantially boosting revenue and customer acquisition.
Optimized Efficiency & Productivity: Developed a robust digital design system and modular email templates integrated with Klaviyo, dramatically increasing the design team’s productivity by 150%. The streamlined workflow allowed rapid deployment and scalability, accommodating Viome’s explosive growth.
Enhanced User Experience: Redesigned Viome’s iOS app and website with intuitive interfaces prioritizing user-centric design principles, resulting in heightened engagement, reduced user confusion, and strengthened customer loyalty.
Premium & Sustainable Packaging: Elevated product packaging to reflect Viome’s premium scientific positioning, emphasizing clarity and sustainability, which significantly improved consumer satisfaction and reinforced brand credibility.
Viome’s leadership highlighted my contribution, noting:
Under my strategic leadership, Viome’s design approach transitioned from ad-hoc solutions to a scalable, sophisticated ecosystem—equipped to grow globally. Embracing AI-driven tools and methodologies further amplified our creative capabilities, placing Viome ahead of industry trends and poised for the future.
By bridging thoughtful strategy with innovative execution, my work empowered Viome to not just succeed but thrive, firmly establishing it as a leader in the biotech and wellness sector.
For more details about this project or to explore similar work, feel free to reach out.
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