Eugene Labs — Preventative Health Landing Page Redesign

Redesigning a health-tech landing page to turn confusion into clarity, fear into trust, and hesitation into confident action.

Role: Product & UX/UI Designer

Duration: 1 week

Tools: Figma Make (AI) · Figma · CSS

Stakeholders: Product Design Lead

Users: Customers who are looking for home kit testing for preventing health issues

Background & Challenge

Eugene Labs is a preventative health company offering genetic and health-risk testing services.
This redesign aimed to transform their existing landing page — which felt cold, confusing, and clinical — into a human-centred, reassuring, and easy-to-understand entry point. The goal: help potential users quickly grasp what preventative testing is, feel safe and supported, and be encouraged to take action.

Key issues

The original landing page presented several challenges:

  • Messaging was unclear — users couldn’t easily understand what “preventative testing” really meant.

  • The tone leaned toward threat or clinical heaviness, which felt emotionally heavy.

  • Layout felt cold and uninviting, lacking warmth and human touch.

  • Trust-building and reassurance signals (credibility, empathy) were weak or missing.

  • Primary CTAs (calls-to-action) lacked clarity and strength — potentially deterring users from proceeding.

These issues together risked alienating users who might already feel anxious about health-related topics.

Approach

UX & Content Audit: I reviewed the existing page to identify pain points: unclear messaging, intimidating tone, poor layout hierarchy, lack of trust signals, and weak CTAs.

  • Competitor & Market Benchmarking: I looked at how leading health-tech / preventative-health websites communicate — how they build trust, present sensitive info, and ease users into a health journey with clarity and warmth.

  • Information Architecture & Content Restructuring: Based on findings, I reorganised the page into a more digestible flow: from understanding “what is preventative testing” → “why it matters” → “how it works” → “why trust Eugene” → “what to do next.”

  • Messaging & Copy Strategy: I reframed messaging to be simple, clear, and empathetic — avoiding fear-based language and instead emphasising empowerment, clarity, and support.

  • Visual & UI Redesign: Using Figma, I designed a fresh, modern landing page: cleaner hero section, improved typography and layout, warmer visual tone, clear CTA buttons, and trust-building elements (testimonials, transparent process steps).

  • Iteration & Polish: Final refinements focused on readability, hierarchy, emotional tone — ensuring the page felt both credible and human.

Outcomes & Impact

The redesigned page transforms a confusing, clinical experience into a clear, supportive, and trustworthy landing page.

  • Information is easier to digest — reducing user anxiety and cognitive load when dealing with sensitive health topics.

  • Visual and content tone feels humane and reassuring, which increases emotional safety and user comfort.

  • Stronger CTAs and clearer value proposition make it more likely users will engage and consider preventative testing.

  • Overall — a user-centred, modern health-tech landing page that balances clarity, empathy, and conversion.

Key Improvements

Hero Section Redesign: Clear headline + supportive subtext + standout CTA — users immediately know what Eugene offers.

  • Stronger Value Proposition: Communicated exactly what “preventative testing” means and why it’s valuable — making the service more understandable and relatable.

  • Reorganised Content Structure: Content broken down into clear, scannable sections; users can grasp core ideas quickly without being overwhelmed.

  • Trust & Reassurance Signals: Added testimonials, transparent explanations of the health-testing process, and credibility cues — helping users feel safe and confident.

  • More Inviting Visual Tone: From cold and clinical → to warmer, human-centred, approachable design — more inviting for users dealing with sensitive health topics.

  • Clear & Confident CTAs: Redesign of calls-to-action to be more action-oriented and user-friendly — guiding users toward next steps with less hesitation.

Role & Scope

As Product & UX/UI Designer, I handled:

  • UX analysis & content review of the original page

  • Competitor benchmarking and inspiration gathering

  • Information architecture redesign and content flow restructuring

  • Creation of a clearer value proposition and messaging strategy

  • UI design — high-fidelity layout for web

  • Implementation of trust elements (testimonials, credibility cues)

  • CTA redesign for clarity and stronger user engagement

Challenges & Learnings

Tone balancing: Translating medical and preventative health content into friendly, clear language without diluting seriousness.

  • Empathy vs credibility: Ensuring the page felt approachable yet authoritative — health topics demand both warmth and trust.

  • Self-driven constraints: As this was an independent redesign challenge, I had to anticipate diverse user perspectives without direct user testing — reinforcing the importance of clear IA, strong messaging, and trust elements.

  • Design sensitivity: Working with health content requires a careful and respectful visual and emotional approach — especially around fear, privacy, and clarity.

Final Deliverables