Santa Cruz Bio-Tech
Biological Products for Medical Research
Project Summary
Santa Cruz Biotechnology (SCBT) is a global leader in life sciences, offering high-quality research reagents and antibodies to support scientific discovery. Known for its extensive catalog and commitment to innovation, SCBT serves academic institutions, biotech firms, and pharmaceutical companies worldwide.
The website redesign was proposed to improve interaction and functionality, enhance usability, and ensure compliance with ADA, WCAG 2.2, and Section 508 standards while maintaining SCBT’s leadership in the life sciences industry.
Project Deliverables
Website Rebranding
Design Visuals
Brand Colors
Typography
Patterns
Iconography
Imagery
Website Rebranding
Desktop Website
The rebranding effort was centered on improving the website’s usability, functionality, and accessibility while ensuring a seamless and modern user experience.
The refined visuals, intuitive interface, and updated content structure work together to elevate the overall user experience.
Removed carousel - faster website loading, higher ranking from Google for frequently updated content
Added Order Status so unauthorized users can check the status.
Added scoped search, search prompt, and explicit search button.
Streamlined header with the addition of a universal menu.
Unified photography through color.
Moved from “All-capitals” to “Sentence or title case” to improve readability & ADA scores
Added top sellers to drive SERP, conversion & sales.
Added value content (financial & knowledge)
Improved footer links taxonomically.
Added proper Legal footer.
Mobile Website
The mobile version was optimized for a smooth experience across devices, with a simplified menu for easy navigation and a clean, user-friendly layout
Simplified main navigation lowering cumulative layout shift (CLS).
Guided navigation shows top 5 categories.
Defined international currency format for price elements.
Simplified header with hamburger menu.
Small but impactful
hero block.
Transitions from low performing carousels to CMS hero block that can be changed frequently to improve freshness scores.
Added key subcategories of antibodies to improve SERP.
Established iconography with consistent size ratio & color.
Use of whitespace.
Added omnidirectional slider with navigation (e.g. swipe right or left)
Established button hierarchy & global link styles.
Advertised ubiquitous product gloves to highlight value of bulk order discounts.
Converting all elements to be available on mobile version to ensure seamless transition.
Brought UI design into compliance with US Law including ADA, WCAG 2.2 and Section 508.
Compact tiles.
Simplified footer and mini footer.
Added CA Privacy and Accessibility Statements for compliance.
Simplified Mobile Menu.
Use of accordion for easy expansion and readability
Project Outcome
The redesign pitch aimed to increase usability, accessibility, and user satisfaction, projecting a 15% boost in user engagement due to improved navigation and search functionality. Compliance with ADA and WCAG standards enhances accessibility, potentially broadening the user base by 20%, particularly among users with disabilities.
Including top sellers on the homepage could drive a 10% increase in conversions and sales, while streamlined menus and footer links improve SEO performance and SERP rankings. The transition to a mobile-responsive design ensures higher retention rates, as 57% of users prefer mobile-friendly websites.
Through this project, I gained deeper insights into creating accessible, user-focused designs that balance technical compliance with engaging functionality.