Generation study

Overview

The aim of Genomics England’s Generation Study is to identify rare genetic conditions in newborn babies by sequencing and analysing their genomes. The study could lead to earlier diagnoses, improved outcomes, and better quality of life for babies and their families.

My role was to design the Generation Study website—a platform where expectant parents could learn about the study and register their interest.

What was delivered

Working alongside a content designer, I mapped out the user journey using insights from the discovery phase and a set of testable hypotheses. This led to the creation of low-fidelity wireframes that defined the site’s structure, navigation, key features, and interactions.

To support different user needs, we developed a content strategy using the paddle, swim, and dive model—offering varying levels of detail depending on how much users wanted to engage at each stage. This allowed the site to work for users wanting a quick overview, as well as those needing in-depth information before registering.

Using these wireframes, I designed the site in Figma, ensuring it was responsive across mobile, tablet, and desktop.

I also collaborated with the Genomics England brand team to create a tailored design system. This system balanced the organisation’s existing brand guidelines with new components and styling specific to the Generation Study, ensuring consistency during development.

We ran multiple usability testing sessions with prospective parents, iterating on the design based on feedback. The final prototypes were then handed over for development.

Outputs included 

• Responsive website designs across mobile, tablet, and desktop

• A bespoke Generation Study design system (colours, typography, components, navigation)

• Clickable Figma prototypes used for user testing and handoff

• Journey maps and interaction flows based on real user needs and behaviours