Designing Avita Medical’s Website to Launch Recell in the U.S.
Stakeholder Research · User Personas · Information Architecture · UX/UI Design · Content Strategy · Email Design
The Challenge
Avita Medical is a global leader in regenerative medicine, pioneering spray-on skin cell therapy for burns, chronic wounds, and vitiligo. When the company received FDA approval for the RECELL System in September 2018 and prepared for a full national U.S. launch in January 2019, their website needed to do serious work — simultaneously educating burn surgeons on clinical adoption, guiding patients to treatment information, and building investor confidence in a breakthrough technology entering a new market.
The challenge was significant: translate complex regenerative medicine science into a clear, compelling digital experience for three very different audiences, without sacrificing clinical credibility or regulatory integrity.
My Role
I led UX/UI design for the website redesign, working from early strategy and stakeholder research through information architecture, wireframes, and high-fidelity design comps across all key pages.
Stakeholder Research & UX Strategy
Conducted stakeholder interviews across the organization to assess needs, priorities, and content gaps from multiple internal perspectives. Audited the existing website to identify structural and messaging weaknesses. Developed user personas for each primary audience — patients, healthcare providers, and investors — to ensure the site architecture and content hierarchy served all three without creating friction or confusion.
Information Architecture & Content Strategy
Developed a comprehensive IA strategy and sitemap to restructure content around clear user journeys. Recommended a story-driven content approach — using video, imagery, and real-world clinical case studies to make the science accessible and emotionally resonant without compromising accuracy. Created wireframes to define page structure, content hierarchy, and navigation logic across the full site.
UX/UI Design & Visual Storytelling
Designed a modern, branded digital experience that balanced scientific credibility with engaging visual storytelling. Integrated high-impact imagery, video, and data visualization to support clinical and investor narratives. Built design comps for all key pages, establishing a cohesive and scalable visual system that could evolve through subsequent phases of the launch.
Context & Impact
The RECELL System received FDA approval in September 2018 and launched nationally in the U.S. in January 2019. The website designed for this launch needed to serve multiple audiences simultaneously — patients seeking treatment information, burn surgeons evaluating clinical adoption, and investors assessing commercial potential — all within a highly regulated environment.
Within nine months of the national launch, over half of all U.S. burn centers had trained surgeons on the RECELL System, and quarterly U.S. product sales grew 60% quarter-over-quarter. While these results reflect the full commercial effort, the website served as the primary digital hub for HCP education, patient awareness, and investor credibility throughout the launch period.
