Shaping Avita Medical’s Digital Experience to Support the U.S. Launch of Recell
Experience Strategy · Stakeholder Research · Concept Development · Information Architecture · UX/UI Design · Content Strategy · Email Design
The Challenge
Avita Medical is a global regenerative medicine company preparing for the U.S. launch of the RECELL System, a breakthrough technology that uses a patient's own skin cells to support burn treatment and healing.
The website needed to accomplish three things simultaneously: help physicians understand clinical value, help patients understand treatment outcomes, and help investors understand the company's long-term potential. The challenge was translating a highly technical healthcare story into an experience that felt clear, credible, and meaningful for very different audiences.
Creative Direction & Concept Development
Before designing screens and systems, the work focused on a more fundamental challenge: helping people quickly understand a breakthrough regenerative medicine technology.
RECELL represented a completely new approach to burn treatment, but the science behind it was complex and unfamiliar to most audiences. At the same time, the website needed to support physicians evaluating clinical adoption, patients seeking treatment information, and investors assessing the company's future potential.
The concept was to lead with outcomes rather than science. Instead of asking users to first understand the technology, the experience focused on the impact it could have on patients' lives, then provided clear pathways for each audience to explore the clinical, technical, and business stories in greater depth.
This concept shaped the information architecture, content hierarchy, visual storytelling, animation strategy, and audience segmentation throughout the experience—creating a digital platform that balanced innovation, credibility, and human impact.
My Role
I led strategy, creative direction, and UX/UI design for the website redesign — translating stakeholder insights into a clear digital vision through concept development, information architecture, content hierarchy, wireframes, and high-fidelity design.
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.
