Designing Avita Medical’s Website to Launch Recell in the U.S.
User Personas, IA Strategy, UX/UI Design, Content Strategy, Lead Gen Email Design
Avita Medical is a global leader in regenerative medicine, pioneering spray-on skin cell therapy for burns, chronic wounds, and vitiligo. As the company prepared to launch Recell in the U.S., its website needed a bold, modern redesign to drive awareness, educate medical professionals, and attract investors.
I led the UX/UI design for the website, ensuring it effectively communicated Avita’s innovative technology, clinical impact, and market potential while creating a compelling experience for patients, healthcare providers, and stakeholders.
Goals & Challenges
Communicate Innovation – Showcase Avita’s cutting-edge regenerative medicine and position the company as a leader in the field.
Educate & Engage – Provide case studies and clear product information to help CMOs and healthcare providers adopt Recell.
Attract Investors & Media – Build credibility and highlight the business potential of Avita’s technology.
Improve Site Usability – Ensure an intuitive, user-friendly experience for all visitors.
Approach & Strategy
Stakeholder Research & UX Strategy
Conducted stakeholder interviews to assess needs across the company.
Audited the existing website to identify pain points and content gaps.
Developed user personas to tailor content and navigation for key audiences (patients, providers, investors).
Information Architecture & Content Strategy
Created an Information Architecture (IA) Strategy to improve content organization.
Developed a sitemap and wireframes to define a clear, structured user journey.
Recommended a story-driven content approach, using video, imagery, and real-world case studies to make the technology more relatable.
UX/UI Design & Visual Storytelling
Designed a modern, branded digital experience that balances scientific credibility with engaging storytelling.
Integrated high-impact visuals, video, and graphical elements to enhance user engagement.
Created design comps for all key pages, ensuring a cohesive and scalable design system.
