Responses by Upstatement
Background: Foundation Medicine’s new website provides a comprehensive overview of its diagnostic and data products, partnership information and certain technical features. The site speaks to at least three audiences—cancer patients interested in learning about genomic testing, oncologists understanding Foundation’s diagnostic portfolio and potential biopharmaceutical and institutional partners interested in working with the company’s genomic data.
Highlights: The light and open visual style and the optimized content for web reading. The overview pages that help orient newcomers to genomic testing, while the video modules and summary boxes are used to help the content be easy to process. We’re also happy that many facets of the business are conveyed alongside real photography from Foundation’s headquarters.
Challenges: Foundation operates several other websites, including a physician’s portal that runs on a custom platform. As we were developing the new look and feel, we needed to coordinate with Foundation’s team so it could match design elements while also integrating a key feature—the user’s login status—across all sites. That got tricky!
Favorite details: The site extends the branding created by IDEO—typography and image treatments in particular. We think we struck the right tone visually, conveying the seriousness and scale of Foundation’s work while keeping the content engaging and accessible. The user interface generally gets out of the way until it’s needed, and the navigation menus are completely keyboard accessible and a type-to-search tool delivers instant results in the Publications section.
Anything new: This site was built in React and pulls content from Contentful, a third-party web-based content management system. This makes the site fast and gives Foundation a flexible platform that can evolve as the company’s needs change and grow. At the same time, it definitely altered our workflow when it came to rolling out iterative versions of the site, since we were working with a remote database.