Design Attitude - USP Biologics

USP Biologics Website

Overview

USP Biologics needed a significant update from their previous website, which had become outdated, visually cluttered and difficult to navigate. The old design lacked clarity, modern functionality and a cohesive brand presence – making it hard for users to find key information and undermining the company’s credibility in a highly technical industry.

UI Designer

Ruder Finn UK

My role

As the UI Designer for the new USP Biologics website, I was tasked with creating a clean, minimal, and professional online presence that reflects the clinical precision and innovation behind their products. Starting with a strategic sitemap and wireframes developed in Relume, I shaped the site's structure and user journey to align with the brand's goals. I then transitioned into Figma to craft high-fidelity mockups, ensuring a refined and cohesive visual language throughout. To complement the design, I used Adobe Firefly to generate bespoke, AI-driven imagery of scientific labs – adding a modern, polished touch that enhances the brand’s credibility and aesthetic.

Softwares

Wireframing

Low-fidelity wireframing

Low-fidelity wireframes are a crucial part of the design process for several reasons – they're like the napkin sketches of digital design. Low-fi wireframes keep the design process lean, flexible, and user-centred – helping teams build the right thing.