1. Overview

GeneArt Instant Designer is a web-based tool from Thermo Fisher Scientific that enables researchers to design and order synthetic genes with ease. The tool automates codon optimization, cloning vector selection, and validation, helping users streamline their gene synthesis workflows without needing to contact support or use offline tools. As a UX/UI Designer at Thermo Fisher, I partnered with product managers, scientists, and engineering to redesign the tool’s interface—focusing on making complex biological inputs more approachable and reducing friction in the ordering process.

Team

• Jonelle Boyd, Sr. UX/UI Designer
• Bee Im Teo, Product Manager
• Molecular Biology Subject Matter Experts
• GeneArt Engineering Team

My UX Goals

• Simplify the gene entry and optimization process for both novice and experienced researchers
• Increase conversion rates by reducing errors and friction in the self-service flow
• Improve confidence and clarity at each step of the synthesis journey

• Align the experience with Thermo Fisher’s broader eCommerce and product ecosystem

2. Challenges

The legacy version of Instant Designer was functional but overwhelming. It relied heavily on scientific jargon, offered limited feedback on errors, and lacked guidance through critical steps like sequence optimization and cloning. Users—especially those outside of molecular biology specialties—often abandoned the flow or reached out to support, which defeated the tool’s purpose as a self-service solution.

Key Challenges

• Dense terminology and unclear validation feedback
• Limited flexibility in choosing vectors or optimization strategies
• Inconsistent visual design that diverged from Thermo Fisher’s eCommerce standards

3. My Approach

To address the complexity while preserving scientific accuracy, I applied a step-by-step, user-centered design approach:

1. User & Stakeholder Interviews
   I worked with product managers and scientific experts to understand user needs and edge cases. We also reviewed customer support logs to identify common friction points.
2. Flow Redesign & Simplification
   I restructured the experience into a guided, multi-step flow:
   • Input DNA Sequence
   • Choose Organism & Optimization Strategy
   • Select Cloning Vector
   • Review & Validate Design
   • Add to Cart
3. Design System Alignment
   I applied Thermo Fisher’s Komodo design system to unify UI elements and align with the broader eCommerce experience.

4. User Journey

We focused on reducing cognitive load and offering contextual support at each step. Key improvements included:

• Inline validation and tooltips to help users understand biological requirements
• A real-time optimization preview to visualize codon changes
• A visual gene map showing cloning site placement and sequence features
• An updated vector selector with filtering and preview functionality

5. Competitive & Internal Research

We benchmarked the experience against other gene synthesis tools, like IDT and Twist Bioscience, and surveyed internal tools used by support staff.

Key Insights

• Competitors lacked transparency during optimization steps
• Most tools overwhelmed users with too many options up front
• Internal researchers favored a more visual, interactive approach

6. Final Designs

The final design introduced a clean, modular UI with clear progress indicators and contextual help. Key features included:

• A multi-step wizard layout
• Visual sequence viewer and map
• Smart defaults for cloning and optimization
• Embedded biological logic for error handling and validation

Dashboard

Import Selection

Pre-import Screen

Review/Configure Constructs

Order Screen

8. Results

The redesigned experience significantly improved usability and adoption among researchers. After launch:

Key Results & Metrics

• 40% increase in successful self-service order submissions
• 25% reduction in support ticket volume related to gene synthesis
• Improved customer satisfaction scores in post-order surveys

While the redesign focused on the core ordering flow, future opportunities include integrating the tool more seamlessly with Thermo Fisher’s broader digital ecosystem—such as enabling batch ordering, user account customization, and real-time order tracking. These additions could further enhance user autonomy and improve the experience for research teams managing high volumes of synthetic gene requests.

9. Learnings & Reflections

This project taught me the importance of balancing scientific precision with intuitive design. Collaborating closely with subject matter experts helped ensure that simplification didn’t come at the cost of functionality. Working within a regulated, enterprise environment also reinforced the value of consistent documentation, stakeholder alignment, and design system adherence. Most importantly, I saw how thoughtful UX can empower researchers to move faster and with more confidence in their work.

UX Principle: Progressive Disclosure

Progressive Disclosure is a design principle that involves presenting only the information or options a user needs at a given moment—revealing more complexity or detail gradually as needed.