General 3 — FION

BCAL Diagnostics

BCAL Diagnostics Limited is an Australian company dedicated to early and accurate breast cancer diagnosis, enabling early intervention and better outcomes for women. Over the past decade, they have developed innovative non-invasive diagnostic technology. In collaboration with Eightball Media, we designed a website to communicate this breakthrough technology effectively, engage stakeholders, and build trust.

Three Entries for Diverse Audiences.

With a user-centred approach in mind, I designed three distinct entry points on the top screen of the homepage to guide diverse user groups—investors and stakeholders, medical professionals, and the general public—seamlessly to the information most relevant to them, ensuring an intuitive and engaging experience for all visitors.

Problem Diagnosis

We collected feedback through interviews and noticed that one of the key challenges in the BCAL Diagnostics project was presenting a large volume of research documents effectively to showcase the company’s achievements and results.

Another challenge is that BCAL seeks to attract investors to secure further development and commercialisation funding. Therefore, the design should not only inform but also subtly persuade and convert visitors, particularly investors, into taking meaningful action.

Main Objectives

According to the pain points, the design should indeed consider business conversion as a key goal. This means the website must be strategically designed to:

Highlight Value Propositions: Clearly communicate BCAL's innovative technology, achievements, and potential market impact.
Engage Stakeholders: Provide targeted information that resonates with investors, such as market opportunities, technological advantages, and projected outcomes.
Drive Action: Include clear calls-to-action (CTAs) such as "Contact Us," "Learn More," or "Investor Relations" to guide potential investors toward making inquiries or taking the next steps.
Professional Appeal: Ensure a clean, modern design that builds trust and reflects BCAL’s credibility and innovation.
Accessible Information: Present critical data (e.g. research results, performance metrics, and growth opportunities) in a clear, concise, and visually appealing way.

User-Friendly Access

Side Navigation Menu

Positioned along the left side of the webpage, this floating sidebar was designed to organise and display navigation links, offering users an easy way to explore content and features without overwhelming the main page.

Report Database

A centralised system designed to store, organise, and manage reports, including Research Findings, Performance Metrics, Investor-Focused Reports, etc. Providing a clear interface for stakeholders to browse or download relevant reports.

Video Database

A repository designed for storing, managing, and organising BCAL’s video content, including News Coverage, Educational Videos, Interviews and Talks, Research Breakthroughs and Real-world Applications.

Divided Contact Form

I divided the contact form into two sections, Registration and Express for Interest, to streamline user input and improve user experience.

Iterate, Iterate, Iterate

Wireframe version 1

The initial wireframe was designed as a minimal viable product (MVP) with just four key pages to test the core user journey. While it established the basic structure, feedback highlighted the need for better navigation and clearer content hierarchy. To improve, I reworked the layout to prioritise simplicity and logical grouping of information.

Wireframe version 2

This iteration focused on organizing large volumes of research content, but feedback revealed the layout was too dense and overwhelming for users. To address this, I refined the structure by simplifying navigation and grouping related information more effectively.

Wireframe version 3 - Final

The final wireframe balanced content presentation with visual hierarchy, incorporating user feedback to ensure clarity and engagement. Additional elements like a sticky navigation bar and strategic CTAs were implemented to guide users seamlessly to their desired information.