BGI Genomics

BGI Genomics

Improving the customer experience

Improving the customer experience

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Moove Agency
BGI Genomics

BGI Genomics provides researchers and healthcare professionals with quality genomic data and genetic testing solutions, at rapid turnaround times with industry-leading pricing.


During the discovery phase and UX research, we identified the main problems that became the key areas of focus.

  • The client had three distinct corporate websites for each geographic region.
  • The sites presented different information architecture, pages layout and visual design although the sites had the same target audience. All resulting in a confused user experience.
  • They were also looking to replace the old process to manage the customers' projects (happening via emails with endless communications) with a more smooth workflow.
Group 1
Workshop with the Global Marketing Manager at our office in Shoreditch (London)

We agree on the main project goals as follows 

  • Streamline the customer ordering flow on the website to improve the user experience and to increase customer engagement (request a quote - registrations to myBGI - newsletter signups).
  • Bridge the gap between customers and account managers creating the myBGI app to fulfil user needs — starting from the ground up.
  • Elevate the online presence to reflect their global renowned reputation through a new visual design identity.

I combined three websites into a single web presence, re-structured the IA with a primary goal of new customers acquisition but without losing the need to deliver specific content to a different regional audience.

I proposed a progressive disclosure during the request a quote form and the registration form to myBGI application to lower the chances that users will feel overwhelmed.

Based on the UX research, I re-organised the large amount of content using a top-down hierarchy approach. The global navigation is organised with a hybrid scheme to support new and returning users. To help the user discovering the type of services and products, we used a topical organisation scheme visually displayed with a mega-drop down menu.

I created a new visual design direction to elevate brand awareness and UI style guide to keep consistency for all online digital products.


I designed the myBGI product which is a web application used by both customers and account managers to manage projects.

The aim was to build an intuitive system to replace the old procedure to manage projects via email and phone calls. The myBGI app reduces time and cost for the business and improves the customers' satisfaction.

Through the app, the customers can access project documentation and receive ongoing updates regarding the status of the project, as well as get the final project status report. myBGI also allows customers to access to all sample quality, preparation and shipment guidelines.

Having only one app and a dedicated account manager for the customer will streamline the workflow and fulfil the user needs.


We contracted Moove Agency for development and launch of our new corporate website. Roberto led the graphic design and UX development for the website. Roberto was highly professional, responsive and patient throughout the entire development and launch process. The results of his work speak for themselves, with our online customer engagement rate up over 30% and climbing. I would highly recommend Roberto to any future employer or customer, without hesitation.

Roberto is a design expert who is able to turn a specification into a visually appealing, user-friendly website. I commissioned Roberto as part of Moove Agency to design a corporate website which was intended to be the best in its sector. A team worker by nature, Roberto worked tirelessly with a small number of developers to produce exactly what was required.

Senior Global Marketing Manager at BGI Genomics

The rest of this case study is password protected.
If you would like to know more about the UX and UI process,
please send me an email at

The rest of this case study is password protected. If you would like to know more about the UX and UI process, please send me an email at

I am available for freelance work

I am available
for freelance work

If you want to talk about a new project feel free to drop me a line!

If you want to talk about a new project or just want to say hello, feel free to drop me a line!

© 2019 Roberto Marzocchetti. All rights reserved.