OptiGenix
3 months I
Business & Product Design Intern I
Summer25
OptiGenix is an SF-based biotech startup that creates customized performance supplements for both B2C and B2B consumers. Grappling with a rapidly changing brand identity, their brand image and web presence remained inconsistent across varying platforms, and didn't reflect their exclusive, high-end, and science-backed brand mission.
As a Product Design intern, I led a complete home landing page redesign, product packaging concept development, as well as the creation of social media and physical assets for launch events. My priority? Increase product conversion.
Optigenix
The Problem:
OptiGenix’s original landing page struggled to convert because its visuals and layout did not reflect the exclusive, tech-forward brand identity the company wanted to project to athletes and performance-driven users. In addition, limited product information and weak validation created distrust, leaving potential customers uncertain about the brand’s credibility and the effectiveness of its personalized supplements.
Low-Fidelity Prototypes:
Using Balsamiq, I created wireframes that mapped out key homepage sections, testing different content hierarchies.
Wire-framing priorities:
prioritizing early product placement to increase likelihood of conversion
confirming product validation via sample user testimonials
I also experimented with interactive hero images to create a more immersive first-touch experience for users the moment they landed on the site.
exploring interactive hero images
mid-fidelity & interactive
My Hypothesis:
To increase OptiGenix’s conversion rate, I hypothesized that the landing page needed to build greater trust, resonate with athletes visually, and clearly communicate product value.
Movement attracts
Action-oriented visuals emphasize athletic movement, which better connects with the target audience of athletes and runners.
Product Validation
Showcasing clinical research and athlete testimonials will help reduce product skepticism and increase user trust.
Product Details
By better communicating how Optigenix products work and their competitive advantages, users will be more incentivized to purchase.
Prioritizing Speed Over Complexity
Final High Fidelity Mockup
After reviewing my low-fidelity prototypes with the founders, Jai and Gabe, we aligned on a high-fidelity design that could be shipped quickly to meet immediate business needs. This meant strategically deprioritizing a complex interactive hero animation in favor of streamlined visuals that could be implemented faster.
eye-catching hero image
visuals encapsulating body movement, as well as call-to-action words for purchasing conversion
increased product details
2nd call-to-action purchasing section
product validation through sample user supplement packs
further product validation via scientific-backing
My key takeaways:
…wait, there's more!
Through this process, I learned how fast-paced startup environments shape design decisions, and how factors like time and budget constraints must be carefully balanced with creativity—something I’ll continue to carry forward as a designer.
While my main focus here was to showcase the complete redesign of the home landing page, there is much more work that I completed that isn't shown in-depth.
This includes creating physical assets for their in-person launch events, creating graphics and strategically planning a meta paid-ads campaign, and even working with financial modeling spreadsheets to help develop their B2B pricing models!
For now, I've attached a few images below to showcase my other work. If you would like to hear more about my work in detail, please don't hesitate to reach out!
Pamphlet design, created via Figma, for our product launch events:
Graphics created for the paid Instagram account ads:
front
back
The Optigenix Business and Marketing team attending a product launch event in SF!
(I'm pictured on the very left)
Future note to self: If you want to learn through working on multiple developing parts of a company, work for a startup!
Thanks for visiting!
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