Here's a first peek at the prototype.
Role
Sole UX Designer
Company
Hunan Ganhe Biotech (Changsha, China)
Methods
Market Research · Prototype · Visual Brand
Prototyped with
Figma
Created with
WebFlow
01 CONTEXT & CHALLENGE
Ganhe Biotech is an established Chinese manufacturer focusing on 8 clean and naturally produced food preservatives. Their physical presence is extensive, with two factories and an existing B2B client base, though their digital presence has been largely nonexistent. Its credibility persisted primarily through its products, operations, and industry relationships.
Ganhe Biotech lacked a professional website capable of communicating their credibility to unfamiliar, younger, and international prospective customers. Most of their prior business had occurred through an established and referral based clients. Due to a changing commercial climate, Ganhe Biotech decided to embrace a rebrand to a modern, science-centered identity as an edge over their more traditional, application-centered competitors.
Thus, the challenge was not only presenting company information to provide a digital presence, but collaborating with their larger brand rehaul to provide the company with a new clear and contemporary public image.
02 ESTABLISHING THE DIRECTION
Market and Competitor Review
To understand how Ganhe could position itself online, I reviewed the digital presence of competing manufacturers across the natural-preservatives and biotechnology market.
The competitive landscape was inconsistent. Many manufacturers had little or no dedicated web presence. Among those with websites, most prioritized large product catalogs and dense technical information, often with limited imagery or visual hierarchy. Other competitors relied heavily on photographs of finished applications, such as bread and other food products, rather than communicating the ingredients, scientific capabilities, or manufacturing expertise behind them.
Although these approaches made basic product information available, few competitors presented themselves as contemporary biotechnology companies. Their websites communicated what they sold, but rarely created a broader impression of scientific expertise, technical innovation, or an established research-driven organization.
< Many competitor sites were outdated, disorganized, or information dense.
In these cases, a clean and modern look could win over many customers on professionalism.
< Other competitors relied on applications, rather than their actual preservative solutions.
This opens up an avenue to focus on the direct area of impact, which is Ganhe Biotech's products themselves.
UNIQUE DIRECTION: Ganhe wanted to occupy the open position of a modern, professional, and science-forward brand. Rather than resembling either a bare technical catalog or a consumer food brand, the new direction would combine scientific precision, modern visual presentation, and clear product applications.
Information Architecture (IA)
The sitemap organizes Ganhe’s digital presence around four key areas: its science, ingredients, facilities, and customer inquiries. This structure gives prospective customers direct access to product information while using Ganhe’s research process, certifications, manufacturing capabilities, and company history to establish credibility and guide visitors toward requesting a sample or quote. This recenters the focus of the site on the actual ingredients and the science we present.
Sitemap centered on science-based themes, an ingredients-focus, and facility credibility.
Visual Direction in Inspiration Boards
To translate the client’s request for a smart, science-led identity, I developed three visual directions: Stone, emphasizing natural textures and warmth; Steel, conveying laboratory precision and cutting-edge biotechnology; and Glass, using clarity, white space, and bright color to feel modern and accessible. Comparing these directions helped define a visual language that felt scientifically credible without becoming cold or generic.
These were presented to the client to decide which direction would be best to approach the design with. A combination of the clean glass look as well as the blue steel was selected, though other implementations were approached as well.
The inspiration boards presented was based off of 3 existing themes. Stone, Steel, and Glass were chosen as texture-based theme choices relevant to biotech.
03 DESIGNING THE EXPERIENCE
Primary Tools Used:
Figma
This product is still in progress, so this section will be coming soon.
04 BUILDING THE SITE
Primary Tool Used:
WebFlow
This product is still in progress, so this section will be coming soon.
05 FINAL PRODUCT & REFLECTIONS
This product is still in progress, so this section will be coming soon.