Amyris Inc. UX Strategy & Website Redesign
Amyris Inc. UX Strategy & Website Redesign
Overview Amyris, known for its life-saving malaria treatment and renewable ingredient innovations, sought a website redesign to reflect its commitment to sustainability and cutting-edge science. The goal was to create a platform that highlighted their mission and encouraged partnerships with potential collaborators in various industries.
Key Achievements The redesign resulted in impressive metrics: an 8.33% increase in average time spent on the site, a 5% reduction in bounce rate, and a 32.8% rise in mobile device usage. These improvements show a more engaging user experience, especially on mobile.
Discovery The discovery phase revealed that Amyris' original site was overly focused on science, which caused visitor confusion about their mission. Additionally, it lacked emotional appeal. We focused on enhancing the brand’s messaging to better align with their purpose of creating a positive environmental impact.
UX Strategy We revamped the user journey by streamlining content and creating a cohesive, engaging story about Amyris. The sitemap and wireframes focused on clear communication, including a concise overview of their mission, key achievements, and calls-to-action encouraging collaboration with Amyris.
Build The design incorporated warm, emotive imagery to balance the scientific aspect with a more approachable, caring tone. A WordPress CMS was used to give Amyris full control over content management, and the investor section was designed to be visually consistent with the main site, in collaboration with NASDAQ.
After
Test & Launch After thorough internal testing, the site was presented to the Amyris team for final review. Once they were trained on the content management system, the site was launched alongside their investor site, ensuring a seamless user experience across both platforms.
Closing Thoughts The redesign successfully conveyed Amyris' brand story, creating a user-friendly, informative website that now engages visitors and encourages them to partner with Amyris in driving positive change. The project exemplified how a focused UX strategy can turn cluttered content into a cohesive, effective site.