Serenity
Serenity
Serenity
Serenity
2022
2022
2022
2022
Serenity is a genomics-based medical system that uses artificial intelligence to detect early cancer-related somatic mutations.
Serenity is a genomics-based medical system that uses artificial intelligence to detect early cancer-related somatic mutations.
Serenity is a genomics-based medical system that uses artificial intelligence to detect early cancer-related somatic mutations.
Serenity is a genomics-based medical system that uses artificial intelligence to detect early cancer-related somatic mutations.
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Overview
Overview
Overview
Brand Identity
Creative Director
Systems Design
3D Design
Product Design
Industrial Design
Product Management
Web Design
01.
Campaign Synposis.
Campaign Synposis.
Campaign Synposis.
Serenity is a genomics-based medical system that uses artificial intelligence to detect early somatic mutations of cancer, heart disease, stroke, and diabetes. My work included creative directing and establishing an entire brand experience from brand identity, web design, packaging design, product design to the internal laboratory information management system. This also provided me with the opportunity to gain practical knowledge of biology, genomics, and genome sequencing from a world-class medical director along with other leading experts in the field.
01.
Campaign Synposis.
Serenity is a genomics-based medical system that uses artificial intelligence to detect early somatic mutations of cancer, heart disease, stroke, and diabetes. My work included creative directing and establishing an entire brand experience from brand identity, web design, packaging design, product design to the internal laboratory information management system. This also provided me with the opportunity to gain practical knowledge of biology, genomics, and genome sequencing from a world-class medical director along with other leading experts in the field.
Brand
Brand
Brand
01.
Developing a Brand — Laterally.
In an agile environment where urgency is constant, the linear path to brand development is rare. Often, brand considerations are integrated later, as stakeholders prioritize product development and market readiness.
Given this understanding, a lateral approach to brand development was essential. Simultaneously, I organized and co-project managed the process to centralize and globalize deliverables. This required a methodical awareness of all initiatives, both low and high fidelity, at once. While it may appear chaotic in terms of near-term task management, there is a higher-level opportunity to shape a cohesive brand system.
01.
Developing a Brand — Laterally.
In an agile environment where urgency is constant, the linear path to brand development is rare. Often, brand considerations are integrated later, as stakeholders prioritize product development and market readiness.
Given this understanding, a lateral approach to brand development was essential. Simultaneously, I organized and co-project managed the process to centralize and globalize deliverables. This required a methodical awareness of all initiatives, both low and high fidelity, at once. While it may appear chaotic in terms of near-term task management, there is a higher-level opportunity to shape a cohesive brand system.
02.
Drafts as Versioning.
The VP of Marketing provided a new website brief, kicking off our creative journey. We started by moodboarding and wireframing the sitemap as per her instructions. As we progressed, we crafted the web UI, which underwent frequent reviews by the founder. Each presentation became an opportunity to introduce new logo marks and ancillary assets in a tangible way. This unconventional process ultimately led to official approval to expand the brand identity across all future products.
02.
Drafts as Versioning.
The VP of Marketing provided a new website brief, kicking off our creative journey. We started by moodboarding and wireframing the sitemap as per her instructions. As we progressed, we crafted the web UI, which underwent frequent reviews by the founder. Each presentation became an opportunity to introduce new logo marks and ancillary assets in a tangible way. This unconventional process ultimately led to official approval to expand the brand identity across all future products.
Systems
Systems
Systems
01.
A Living Brand + Global Design System.
For each project milestone, we thoughtfully split and allocated tasks to maintain team progress, while also establishing an all-encompassing design system and brand guidelines for the company's prolonged utilization.
01.
A Living Brand + Global Design System.
For each project milestone, we thoughtfully split and allocated tasks to maintain team progress, while also establishing an all-encompassing design system and brand guidelines for the company's prolonged utilization.
02.
Designing Internal Platforms.
With a solid design system in place for Serenity, we achieved remarkable efficiency gains. By utilizing shared components like buttons, text fields, fonts, and color palettes, we increased productivity exponentially. In just two weeks, we built and prototyped a customized Laboratory Information Management System (LIMS). Within one month, we also developed department-specific portals. This incredible feat required collaboration across various teams, including laboratory physicians, geneticists, operations, sales, and fulfillment. As the designer and product manager, my role was to facilitate and seamlessly integrate the logic and design of each departmental experience.
02.
Designing Internal Platforms.
With a solid design system in place for Serenity, we achieved remarkable efficiency gains. By utilizing shared components like buttons, text fields, fonts, and color palettes, we increased productivity exponentially. In just two weeks, we built and prototyped a customized Laboratory Information Management System (LIMS). Within one month, we also developed department-specific portals. This incredible feat required collaboration across various teams, including laboratory physicians, geneticists, operations, sales, and fulfillment. As the designer and product manager, my role was to facilitate and seamlessly integrate the logic and design of each departmental experience.
03.
Prototyping.
Prototyping.
Prototyping.
It's a thing.
03.
Prototyping.
It's a thing.
SOP
SOP
SOP
07.
Creating the Collection Kit Experience.
The general consensus voiced amongst the organization was that the presentation of our concierge collection experience was essentially non-existent. Physicians would arrive to a patient with a variety of instruments, plastic bags and unlabeled boxes. The gap was not only aesthetic but functionally did not mitigate the potential of damaging collected samples. Ji Kim, Strategic Operations, and myself saw this as a golden opportunity to lead in shifting the existing abstract product offering into a tangible, novel and informative experience that the patient could actually interface with. The founder gave us free reign to develop the Serenity Concierge Collection Kit.
07.
Creating the Collection Kit Experience.
The general consensus voiced amongst the organization was that the presentation of our concierge collection experience was essentially non-existent. Physicians would arrive to a patient with a variety of instruments, plastic bags and unlabeled boxes. The gap was not only aesthetic but functionally did not mitigate the potential of damaging collected samples. Ji Kim, Strategic Operations, and myself saw this as a golden opportunity to lead in shifting the existing abstract product offering into a tangible, novel and informative experience that the patient could actually interface with. The founder gave us free reign to develop the Serenity Concierge Collection Kit.
01.
Whiteboarding
the Materials
Science.
Whiteboarding
the Materials
Science.
Whiteboarding
the Materials
Science.
We deconstructed packaging of all kinds, remixing elements from the unassuming to the most beloved brands. Material samples, carefully chosen by our lab's own Helen, played a vital role. Every tactile sensation, weight, and aesthetic aspect was meticulously considered. We measured and sketched an industrial design specification for the entire kit, encompassing the Master Carton, Sub Boxes, and Foam. As Ji delved into shaping the SOP (Standard Operating Procedure), the groundwork was laid for the subsequent internal and external platform designs.
Design
Design
Design
01.
Industrial Design (3D).
I began to design the form factor in Blender based upon our initial specification. As morale and consensus grew around the project, feedback from stakeholders, investors and various teams resulted in multiple iterations of the collection kit. At this stage, functional use of color, led by Grace Erickson and Kristin Bayle, as well as messaging, by Brian Frost and Jennifer Freiling, were explored.
01.
Industrial Design (3D).
I began to design the form factor in Blender based upon our initial specification. As morale and consensus grew around the project, feedback from stakeholders, investors and various teams resulted in multiple iterations of the collection kit. At this stage, functional use of color, led by Grace Erickson and Kristin Bayle, as well as messaging, by Brian Frost and Jennifer Freiling, were explored.
Proto
Proto
Proto
01.
Thanks to Ji's expertise in cost mitigation with vendors in China and Vietnam, we obtained our first prototype at an unprecedented speed. This milestone enabled us to validate the form factor and sparked ideation on the packaging of essential materials within the kit.
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Thanks to Ji's expertise in cost mitigation with vendors in China and Vietnam, we obtained our first prototype at an unprecedented speed. This milestone enabled us to validate the form factor and sparked ideation on the packaging of essential materials within the kit.
↓
Thanks to Ji's expertise in cost mitigation with vendors in China and Vietnam, we obtained our first prototype at an unprecedented speed. This milestone enabled us to validate the form factor and sparked ideation on the packaging of essential materials within the kit.
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The Kit
The Kit
The Kit
01.
After revising the prototype, we came to an agreed upon final specification for the real collection kit. The first orders went out to family and friends investors. A new impression was established and the kit has been positioned as the interfaceable product that is flagshipping the brand.
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After revising the prototype, we came to an agreed upon final specification for the real collection kit. The first orders went out to family and friends investors. A new impression was established and the kit has been positioned as the interfaceable product that is flagshipping the brand.
↓
After revising the prototype, we came to an agreed upon final specification for the real collection kit. The first orders went out to family and friends investors. A new impression was established and the kit has been positioned as the interfaceable product that is flagshipping the brand.
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i.
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