A Digital Presence as Precise as the Instruments It Sells
UX Design, Brand Refresh, WordPress Development, E-Commerce
Overview and Challenge
A precision tissue sectioning instrument trusted by researchers at Oxford, Imperial College London, Novartis, and the Allen Institute. Over 500 institutions worldwide. The science was bulletproof. The website wasn’t. The site needed to work for research scientists who are technically brilliant, deeply skeptical, and have zero patience for anything that wastes their time. It also needed a consumables store that didn’t exist.
My Role
Full UX design from wireframe through Figma prototype to launch. Visual design, color palette refresh, and creative direction across the whole site, while managing overseas development partners through the WordPress build.
Information Architecture
The hardest part of this project wasn’t the design, it was the structure. Scientists arrive from completely different directions: some know the experiment, some know the organ, some know the animal model. The IA was rebuilt around three entry points so every path through the site felt natural regardless of how a researcher arrived.
Brand Refresh and Color System
Flat, low energy, out of step. The refresh brought in stronger contrast, a cleaner tone, and a color system that felt credible in a scientific context without feeling cold.
E-Commerce Integration
The consumables store didn’t exist before this project. It was designed as a natural part of the product experience so labs can reorder supplies without feeling like they’ve left the site to go shopping somewhere else.
Hero Video Production
A static hero wasn’t going to cut it for a product this precise. Working with a videographer, the shoot was directed to make sure every frame communicated the accuracy and reliability that researchers actually care about.
The Live Site
Product specs, application guides, training videos, webinars, validation references, and a full consumables store — all in one place, organized so a researcher under deadline can find what they need without digging.
The Outcome
A site that finally matches the reputation behind it. Globally trusted, technically deep, and navigable enough that a researcher under deadline can find exactly what they need.
