Lihpao Gene Official Site — Crafting a Genetic Testing Brand with Seamless Service
Redesigned the site's information architecture and user journeys to build a clear, professional brand image. Within two months of launch, users grew by 64.3%, and the site was successfully featured in AI search recommendations — delivering both a better experience and stronger AEO/SEO performance, and expanding the brand's visibility in the digital market.
Confidentiality Notice: The design process, strategy, and data assets in this project belong to Lihpao Life Science. This content is provided for interview evaluation purposes only — unauthorized copying, photographing, screenshotting, or public distribution is prohibited.
2025/08 - 2026/03
- Project Manager ×1
- Product Designer ×1
- Medical Laboratory Technologist ×1
- Research Assistant ×1
Product Designer: Led competitor analysis, information architecture and feature planning, built the design system/component library, and set up the WordPress site.
Background & Problem
Lihpao Gene has long specialized in genetic testing services. As its product lineup expanded, its users grew from professional medical institutions to end consumers. The site had previously been maintained independently by multiple owners, leaving its information fragmented and lacking a systematic architecture or a clear user journey. On top of that, Taiwan's medical regulations restrict non-medical institutions from claiming therapeutic effects or selling directly — so the core challenge of this project became how to translate dense biomedical information into health content the general public could understand within that constraint (consumer genetic testing is exempt), while still guiding users toward a professional consultation channel. Early on, the project manager and I held multiple meetings with key stakeholders who interact directly with clients — the sales team — to gather their feedback, and distilled it into the following three key problems:
Problem 1: Audiences Lacked Precise Information Guidance
Struggled to find detailed clinical testing specifications, technology platform certifications, or sample reports, which left the website feeling insufficiently professional.
Faced with overwhelming medical jargon and test reports, they struggled to understand how a specific test could address health concerns for themselves or their families.
Problem 2: Unclear User Journeys
- The same product had duplicate and inconsistent pages across different entry points. Furthermore, "health education" content was completely disconnected from "product services"—leaving users with no clear path to product information or further consultation after reading an educational article.
- Next, I broke down the original website page by page and found that the "Products & Services" content spanned three types of information — health education, product categories, and product details. Breaking it down further revealed the following problems:
1Over-Categorization Leads to Decision Paralysis
Splitting content into too many categories left the information scattered, so when users looked for information on genetic testing and diseases, they couldn't intuitively tell which page to click (e.g., "Understanding Diseases & Genes" vs. "About Genetic Testing"). Our analysis, however, showed that the two pages were essentially the same — both told users about genetic and testing concepts, their benefits, and how to choose a test.
2Large Gaps in Information Density Within the Same Level
For example, under "Product Categories," "Hereditary Cancer," "Cardiovascular Disease," and "Neurological Disorders" were far richer in information than the other items. Although each category has a different number of sub-items, basic information such as "Test Summary," "Data & Research," and "Who It's For" still needed to be filled in together with the medical technologists and research assistants — and pages overloaded with information needed to be re-curated and their presentation reconsidered.
Breaking down the original information architecture
Problem 3: High Customer Service Communication Costs
- The contact page didn't clearly list the available contact channels and lacked a structured inquiry form. As a result, customer service staff had to follow up with customers to clarify their needs, and the page failed to build an effective bridge of communication between users and the company.
With the problems defined, the project manager and I studied a number of standout websites from the biotech, medical, and health-testing industries, looking at what they did well in "health education content," "product categories and plans," and "consultation guidance" as a benchmark for our optimization. After all, a company that wants to go the distance needs to stand on the shoulders of giants, observing and learning.
Design Decisions
Restructuring the Information Architecture
1Consolidating the Site Architecture
Product pages that had been scattered across the site were brought together under "Testing Services," and "Understanding Diseases & Genes" was redesigned to combine testing education with a product overview. Every product detail page was also proofread together with the medical technologists and research assistants to ensure accuracy.
Optimizing the site architecture: We took a fresh look at the page architecture and design, and added a new "How to Submit a Sample" page that gives general consumers (B2C) clear guidelines for submitting samples.
Planning the "Understanding Diseases & Genes" content: This section mainly covers "health education" — an introduction to genes and testing, a selection guide, the benefits of testing, and common Q&As. The selection guide was merged with the company's products into a "Product Overview," so that while taking in health information, users who become interested in a specific test can click straight through to its details.
Product details: A progressive "shallow-to-deep" approach to guiding users through the information 1. Primary section: current-affairs case studies, epidemiological data, testing highlights, and target audiences — lowering the comprehension barrier for general consumers (B2C) and first-time visitors, and quickly building relevance. 2. Secondary section: detailed technical specifications and sample requirements for each test, letting medical professionals (B2B) scan through quickly.
2Dividing Trending Insights by Content Type
"Trending Insights" was positioned as a content-driven knowledge hub that delivers news and knowledge to users — weekly health-education updates for general consumers (B2C), and monthly case studies for medical professionals (B2B).
3Two-Way Links for Diverse Needs
"Trending Insights" and "Testing Services" now share the same categories, with two-way links between their pages, so users with different habits and needs can move between them smoothly and find what they need.
Optimizing the Customer Service Consultation Path
1Building an Easy-to-Fill Inquiry Form
Beyond basic contact information, the product field was redesigned to use a dropdown menu instead of free text — reducing input errors and making the form easier to fill out. It also lets the customer service team receive precise requests from the very first contact, making internal communication and replies far more efficient.
2Adding a Global Floating Consultation Button
Whenever users have any questions while browsing, they can reach the official LINE account, phone, email, and other consultation channels in a single click.
Establishing Design Standards
Established a professional yet energetic medical blue (#2995CF) as the brand's primary color, paired with a vivid warm orange (#EF8354) as the accent color — ensuring WCAG contrast accessibility standards are met against every background. Also established typography guidelines to resolve the visual inconsistency of past pages and maintain a consistent brand experience.
Other Highlights
Other Highlights
1Site Maintenance Documentation (SOP)
Modularized frequently used UI components and page sections, and wrote a maintenance SOP — giving colleagues clear guidelines to follow for future content updates and page expansions, and resolving the fragmented information that came from everyone maintaining "their own version" of the same site.
2Semantic Structure Optimization & Data Tracking (Google Analytics)
Optimized the site's semantic HTML structure so page content is more easily crawled and cited by search engines and AI search models, and introduced Google Analytics (GA) as a quantitative tracking tool — monitoring different audiences' browsing paths and engagement in real time as an objective basis for the site's long-term iteration and optimization.
Outcome & Reflection
Quantitative Results & AEO Search Impact
1Double-Digit Growth in Traffic & Engagement
Two months after the redesigned site relaunched, Google Analytics (GA) data tracking showed a significant increase in traffic and reach:
User Growth
+0.0%
Reaching 4,886 users — successfully expanding the brand's visibility in the digital market.
Event Interaction Growth
+0.0%
Reaching 23K events — rising along with traffic, reflecting stronger site activity and user engagement.
2AEO/SEO Search Engine Citation Results
The redesigned site was successfully added to Google AI search's citation sources — precisely attracting potential customers to reach out for consultation.
Future Iteration Directions
1Ongoing Data Tracking & Stakeholder Interviews
Analyze Google Analytics (GA) data (such as inquiry form submission rates, product page views, and time on page) and connect it to actual offline sales conversion; at the same time, plan qualitative interviews with medical (B2B) and general consumer (B2C) users to gather feedback from all sides as the basis for the next round of product iteration.
2Building an Interactive Health-Education Q&A
To further lower the cognitive barrier to genetic testing, we plan to turn the static content in "Understanding Diseases & Genes" into an interactive Q&A that offers personalized testing guidance based on each user's lifestyle or health concerns.
3Building a Multilingual Website
In line with the company's overseas market expansion, plan multilingual switching (e.g. English, Simplified Chinese) to broaden the brand's international reach and competitiveness.
Partner Feedback
Guan Lien
Project Manager
Thank you, Evelyn, for all the suggestions and thorough planning during the site optimization project. Beyond sharing competitor case studies that helped everyone better understand the market, you regularly looped the team in for discussion and feedback throughout — that kind of proactive attitude makes you an indispensable part of the team.
Ting Chang
Medical Laboratory Technologist
Evelyn always gets tasks done efficiently and runs our QA meetings at a really smooth pace. Our discussions also pushed me to think more deeply about the site's information hierarchy and try new approaches — really appreciate it!
Faith Ko
Research Assistant
Evelyn can take complex biomedical information and present it simply on the site. Her design makes the message we're trying to convey much easier for the public to understand.
