G-WIZ
UX / UI / BRAND IDENTITY
Genetic testing can be used to develop diagnostic tests that enable speedy detection and identification of a disease so that an appropriate treatment can be developed. G-Wiz is a fictional product aimed to improve people’s health and life expectancy through actionable and timely insight based on the client’s DNA.
TARGET AUDIENCE
The demographic for this product are people between the ages of 25 and 39. They understand technology and feel comfortable using it to their advantage. At age 25 one starts making smarter decisions for the future (right out of college, first real job, no longer under parent’s health insurance). Age 39 marks the point in which one doesn’t feel as confident using technology.
RESEARCH
Extensive research was conducted in order to better understand the genetic field, the active competition, and the commercial opportunity for the product. The main methodologies used for this project involved a literature review, a competitive audit, a landscape analysis, and interviews with the target audience.
BRAND IDENTITY DEVELOPMENT
Three different names were explored as possible options for this product. Based on target audience and expert’s feedback, G-Wiz was chosen as the final brand name. G-Wiz offered something the other two options didn’t: a double entendre. On the one hand, gee-whiz is known as an expression of surprise; on the other hand, it also works as short for "Genetic Wizard".
