Cytokinetics

Auditing

We looked at several competitors including Gilead, Regeneron, and Sanofi to compile some documentation on how they were presenting information, what their site architecture looked like, and how their users were interacting with their brands. Some key points from our findings are:

• Use of a utility navigation to clean things up and allow for more focus on actual main navigation items

• Dynamic homepages with strategic calls to action; the homepage leads the user to the next step in a story

• Robust corporate responsibility sections with clear CTAs seamlessly guiding several user groups to mission statements, grant information, and impact results

• Clear, easy path to career openings and culture sections

Original Sitemap

In addition to looking at competitors, XDS did an audit of Cytokinetics' original site. We looked mainly at the information architecture and story flow, noting the lack of focus on the company's mission, and disorganization in the company and culture sections. Additionally, the pipeline section was underdeveloped.

Sitemap and Navigation

Based on these findings, we were able to create a sitemap that allowed for easier navigation through "Mission" and "Medicines & Research" sections. We also elevated "Responsibility" and "Careers" to a top level navigation. Elevating these two sections of the site allowed for clearer subpages that all connected back to Cytokinetics' goal of emphasizing their mission. The sitemap was a live document throughout the design process and included several different rounds and changes. Ultimately we landed here, with some potential improvements that I outline later in the user testing section.

Focus on Patient Centricity

We placed a stronger emphasis on patient centricity, departing from the previously more science-focused approach. The content modules were expanded to incorporate patient stories and narratives, reflecting the experiences of individuals affected Cytokinetics’ disease focus areas. XDS modified the language throughout the site to be more accessible and engaging for a broader audience. By presenting information in a way that all users can understand, Cytokinetics aimed to empower patients to learn about their work and potential treatment options. The mission section showcased different patient stories for each disease type, further reinforcing the patient-centric approach.

Elevating Corporate Responsibility and Careers

Cytokinetics recognized the importance of corporate responsibility and sought to highlight it on the website. We introduced the responsibility section to highlight information related to the company's philanthropic endeavors. Furthermore, we revamped the careers page to provide a well-rounded view of the company culture and showcase the opportunities available. This included the addition of a Diversity, Equity, Inclusion, and Representation (DEIR) page, highlighting internships and post-doc programs.

Look and Feel and The Design System

XDS focused on updating and modernizing the visual elements of the website along with the overall user experience. We introduced a more dynamic design style throughout the site through animation and movement. The aim was to capture visitors’ attention from the start with trustworthy patient imagery and bold graphics. We introduced brighter and bolder colors and created unique typography styling. Additionally, WCAG 2.0 accessibility was prioritized to ensure an inclusive experience for all users.

Putting it All Together and Hand-off

Once the new, refreshed brand was established, it was just a matter of designing out each page. Along the way, dealing with content changes and some custom modules was a bit challenging, but it resulted in a dynamic, engaging, easy to navigate website that the client was incredibly happy with.

Hand-off included meetings with the project manager, developer, and creative directors. We documented components within XD as well as creating a technical documentation paper with clear, in-depth functionality. Visit the live site and see every page here!