Avita Medical & Recell Systems


Creative Brief, User Personas, IA Strategy, UX Design, Content Strategy, Responsive Website Design, Email Design


Avita Medical is a global regenerative medicine company using spray-on skin cell therapy for an array of dermal applications. Avita’s technology, Recell, is currently used for burn healing, chronic wound healing and restoring pigmentation in vitiligo skin. As the US ramps up to launch Recell to address burns, Avita’s goal is to eventually enter other therapeutic areas, applying its regenerative tissue technology for a variety of repairing and healing applications.


Since the website is the primary communications vehicle, the goal was to communicate that Avita’s technology is bold, progressive, innovative and reinforce that the technology is now available. The site needed to demonstrate how the technology works by showing case studies and providing the information that CMOs need to know to adopt the new technology and plan for budgeting. The company’s largest challenge was education and awareness of this new and exciting technology. The site needed to help attract investors and media.


  • Conducted a research, analysis review, and needs assessment of the old website with stakeholders across the company. We engaged in discussion around specific needs that needed to be addressed by the redeveloped site.

  • Created an Information Architecture Strategy document that provided high-level recommendations of how the content would be organized, structured and labeled to provide users with an experience which would allow them to find the information they need efficiently and effectively. The plan included a content inventory of the existing website, user personas of visitors and strategies to serve those personas, a sitemap and wireframes which demonstrated the proposed site architecture.

  • Design comps were created for all pages within the site along with all other user experience comps necessary to implement the site as outlined in the information architecture.

  • The website’s branded content experience needed to center on an engaging patient/caregiver experience. The goal was to take them on a journey with a lifestyle-focused narrative supplemented by images, video, and graphical storytelling. It was not sufficient to simply tell users about features or benefits of the product.


The newly launched phase 1 site gives Avita the platform to take their technology into the US, as they continue their mission to improve the lives of as many people as possible. The project is currently in phase 2 design to enhance the content and user experience.

Visit the Avita Medical Website >