TOMOCUBE:

Simplifying the website’s structure to highlight Tomocube’s holotomography technology for bio researchers and early adopters.

Led the redesign of Tomocube’s website to improve user engagement and effectively communicate the value of holotomography technology. Targeting bio researchers and early adopters, the project focused on simplifying navigation, clarifying product messaging, and incorporating interactive visuals. By leveraging user insights and industry trends, the redesign enhanced usability and accessibility, resulting in a 25% increase in user engagement. Key contributions included the development of interactive prototypes, the creation of marketing materials, and the visualization of complex workflows for clearer user understanding.

Summary

Role
UX Designer Intern

Duration/ Year

4MO/2023

Key Skills and Highlights: UX/UI Design, Interaction Design, User Research & Testing, Competitive Analysis, Prototyping & Wireframing, Visual Design

Core Team

1 UX Designer

3 Marketing managers

Identifying the problem

Tomocube’s website lacked clarity and effective communication to engage bio researchers and early adopters.

Despite positive product feedback, the site’s structure and navigation were cluttered, making it hard for users to access key information about the technology and offerings.

Problem space & context

How can we make Tomocube’s technology and products easily understandable for bio researchers and early adopters?

Challenge

  • Focus on simplifying the website’s structure to improve user accessibility.

  • Clarify product messaging to better convey the value of holotomography technology.

  • Design a user-friendly experience tailored to bio researchers and early adopters, ensuring intuitive navigation.

  • Highlight Tomocube’s technology through engaging visuals and streamlined content.

Solution

The initial problem with Tomocube’s website was its dense, overly technical content, which made it difficult for users to quickly grasp the core benefits of holotomography technology. This highlighted the need for clearer, more concise product messaging to better engage bio researchers and early adopters.

Process

Research & Planning

Competitive Analysis

Zeiss’s APEER:

  • Clear Product Descriptions: Used concise, bullet-pointed details for quick understanding.
    Learned: Simplified content boosts user engagement.

Leica Microsystems:

  • Streamlined Navigation: Structured sitemap with core categories.

  • Application-Specific Content: Organized by research areas for relevance.
    Learned: Intuitive navigation and targeted content improve user flow.

Molecular Devices:

  • Engaging Visuals: Featured bold, scientific visuals to draw users in.
    Learned: Strong visuals enhance engagement and showcase product value.

Competitor Gap:

  • Centralized Resources: Consolidated research materials in one hub.
    Learned: Centralized resources improve usability and user support.

Key takeaway from competitive analysis

Tomocube’s target audience—bio researchers and early adopters—requires clarity, simplicity, and quick access to essential information.

Sitemap Evolution

The original sitemap was cluttered and confusing. I streamlined it to prioritize key sections—Products, Applications, and Resources—ensuring bio researchers and early adopters can quickly access essential information with ease.

Before

After

Inspiration

To balance simplicity with visual engagement, we drew inspiration from 3D motion designs for the homepage. These dynamic visuals serve as an eye-catching highlight, effectively showcasing Tomocube’s innovative technology while maintaining a clean and streamlined user experience.

3D Motion References

Iterations

Throughout the redesign process, I focused on refining the user experience by simplifying navigation, enhancing content clarity, and incorporating dynamic visual elements. Key iterations involved restructuring the layout to prioritize essential information and testing various prototypes to balance simplicity with visual appeal. The final design delivers an intuitive, engaging experience tailored to Tomocube’s audience of bio researchers and early adopters.

Outcomes

We have successfully launched the renewed website 🎉

The redesigned homepage features a clean, intuitive layout with dynamic 3D visuals, effectively showcasing Tomocube’s innovative technology while providing users with quick access to key information.

25%

increase in user engagement following the website redesign.

“Wonsick displayed remarkable adaptability in his work and consistently exhibited a strong work ethic throughout the internship.”

Bio Research team manager -Tomocube

“Wonsick's ability to adapt to various tasks was commendable, and he approached his work with diligence and dedication”

Marketing team Lead -Tomocube

Reflection

What I Learned:


This project deepened my understanding of the importance of aligning user experience with business and technical goals. It reinforced the value of iterative design processes, where continuous feedback is essential to refine both the product and the user journey. I learned that simplifying complex information and presenting it intuitively is not just about aesthetics but about creating a seamless connection between the user’s needs and the technology’s capabilities.

Moving forward, I will focus on integrating structured user testing earlier in the process, even with budget constraints, to gain comprehensive insights. I’ve also recognized that building strong communication channels with cross-functional teams is key to ensuring that design decisions are both user-focused and technically feasible. This collaborative approach will help me deliver more impactful, user-centered solutions in future projects.

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Research Assistant at U of M 2024