Spotlights
Project Brief
Role: Product Designer
Platform: Web
Tools: Figma
Project duration: 17 weeks
Spotlights is a communication tool on Genentech’s website, designed to centralize the large volume of daily digital communications across the company. From scientific publications to social media posts, it brings the most relevant content together in one accessible space.
Problem
Over the past five years, internal stakeholders have expressed the same frustrations when it came to communicating externally.
“I’d like to be able to communicate without having to alter my content to fit inside a specific channel strategy.”
“Is there a quicker way for us to be able to push content out?”
“I’d like to start an AI blog, as a scientist, are we able to directly post to gene.com?”
“Can we highlight all of the top performing Ophthalmology content from LinkedIn, Twitter, and Instagram in one place?”
After hearing these concerns, we knew a gap needed to be filled, and the Spotlights concept was born.
Research
The Genentech scientists noted that SDK was one of their main inspirations for an AI blog: https://www.gsk.ai/our-work/.
I researched other popular biotech company websites and found that across the board they all communicated in the same manner with a singular press release and media statement page.
Approach
Gene.com is built on a custom content management system (CMS) where pages are created by adding content blocks. To create a flexible solution, we developed a new type of content block for the site. The content displayed in the Spotlights block is managed through a separate CMS, designed to be user-friendly. This allows internal stakeholders, even those without training in content management systems, to quickly and effectively share their information.
Output
We introduced two distinct types of spotlights, 'Boost' and 'Native.' Boost Spotlights were designed to highlight and direct users towards external content, such as scientific journals or Instagram posts. Native Spotlights were created to provide employees with an easily accessible platform for external communication.
Outcome
The first use of Spotlights on gene.com is an (in progress) AI blog created by Genentech scientists.
Spotlights Index Page
Native Spotlight Post
Embedded Spotlight Block (Desktop)
Embedded Spotlight Block (Mobile)
Boost Card
Native Card