Neogen
Designing clearer digital experiences for a global food safety business.
Role:
UX & Digital Designer
Tools:
Figma, Adobe Creative Suite, WordPress
Category:
UX, Digital Experience, Research, Optimisation
Overview
Simplifying complex digital experiences at scale.
At Neogen, I worked across digital products and customer-facing experiences for a global food and animal safety business. My role involved turning complex technical information and business requirements into clear, intuitive experiences, while creating greater consistency across an established and evolving digital ecosystem.
Problem
Complex information made simple decisions harder.
Neogen’s customers often needed to understand technical products, specifications and supporting information before deciding what was right for them. As the digital ecosystem grew, this information was not always presented consistently, making journeys harder to scan and navigate. The challenge was to reduce that complexity without removing the detail specialist users relied on.
Approach
Understand the complexity before simplifying it.
I worked closely with product, marketing, technical and commercial teams to understand customer needs and how information was being used. I mapped journeys, reorganised content and introduced clearer hierarchy and reusable patterns, creating experiences that were easier to navigate while still supporting the depth required by specialist users.
Solution
Design, test, learn and improve.
Rather than relying on assumptions, I used behavioural data, A/B testing and iterative design to improve digital experiences. Using tools including Optimizely, Microsoft Clarity and SEMrush, I could understand how users behaved, identify friction and validate changes. Workfront supported the wider delivery process, helping turn insights into measurable, continuous improvements.
I mapped the main journeys users needed to take across the site, from entering through a category or search to finding a product, accessing technical information and taking the next step. This helped simplify the structure and make key routes easier to follow.
I explored different layouts and content hierarchies before moving into higher-fidelity design. The focus was on making products easier to discover, bringing important information forward and creating clearer calls to action without losing the technical depth users needed.
Designs were reviewed collaboratively in Miro with stakeholders across the business. Feedback, comments and alternative ideas were captured directly against the work, allowing the experience to be refined before implementation and helping balance user needs with technical and commercial requirements.
Key Decisions
Small decisions. A simpler experience.
1
Use behaviour, not assumptions.
Clarity session data and behavioural insights helped identify where users were struggling, allowing design decisions to respond to real patterns rather than internal assumptions.
2
Test before committing.
I used Optimizely to A/B test design and content changes, comparing different approaches before introducing changes more widely.
3
Design for discoverability too.
UX decisions considered how customers actually found information. SEMrush insights helped connect search behaviour with content structure, navigation and the wider digital journey.
Outcome
Continuous improvement, backed by evidence.
The result was a more informed approach to digital design, where changes could be observed, tested and refined rather than simply launched and left. Combining UX design with behavioural insights, experimentation and search data helped create clearer customer journeys while establishing a continuous cycle of learning and improvement.
Results
~115
Countries across the EMEA region
21% → 78%
Landing page visitors after optimisation
A/B
Experiments run with Optimizely
5+
Digital tools used to optimise UX
And Beyond
Designing beyond the interface.
My work at Neogen extended beyond individual screens and journeys. I used analytics, behavioural insights, SEO and experimentation to understand how digital experiences performed after launch. This helped connect design decisions with wider business goals and shaped how I approach product design today: as an ongoing process of measuring, learning and improving.
