Impact

Me in a nutshel

Democratising genomic data access

zip.co

zip.co

2024

Supporting Zip Co. as they prepared to expand their service offering into new international markets.

💡

Zip is a prominent provider of "Buy Now Pay Later" solutions in Australia and overseas. Their mission is to provide fair and seamless solutions that simplify how people pay. In 2020 Zip Co. were looking at expanding into new markets after acquired multiple buy now, pay later companies with operations in different countries.

💡

Zip is a prominent provider of "Buy Now Pay Later" solutions in Australia and overseas. Their mission is to provide fair and seamless solutions that simplify how people pay. In 2020 Zip Co. were looking at expanding into new markets after acquired multiple buy now, pay later companies with operations in different countries.

💡

Zip is a prominent provider of "Buy Now Pay Later" solutions in Australia and overseas. Their mission is to provide fair and seamless solutions that simplify how people pay. In 2020 Zip Co. were looking at expanding into new markets after acquired multiple buy now, pay later companies with operations in different countries.

Objectives

Childhood cancer is complex and unique, requiring dedicated research approaches. ZERO's mission is to understand why children develop cancer and how best to treat it, ensuring every child gets their chance at a cancer-free life. The biggest challenge for democratising ZERO's genomic data was the fragmented access by clinicians and scientists.

We partnered with Beacon (GA4GH Beacon v2) to tackle the challenge. Our main objectives were to:

→ empower researchers with real-time access to complex genomic/clinical data from the ZERO program.

→ prioritise ethical compliance by embedding legal/consent workflows into the user journey.

→ facilitate actionable insights through transparent exploration of cohort-level data.

Approach and process

Guided by problem-space exploration, I focused on:

→ understanding stakeholders’ underlying needs, constraints, and decision-making processes.

→ aligning technical, clinical, and ethical requirements through iterative collaboration.

The driving principles during the project:

  1. Ethics-Driven Design: Prioritized patient privacy and legal compliance as non-negotiable pillars.

  2. Collaborative Problem-Solving: Bridged gaps between researchers, clinicians, data scientists, and legal teams through iterative feedback loops.

  3. Modular Flexibility: Designed adaptable workflows to accommodate evolving research needs (e.g., urgent clinical requests).

To kick-off the end-to end design process i started with Problem Framing & Mental Model Mapping

  • Stakeholder Workshops: Collaborated with clinicians, researchers, legal teams, and developers to map pain points:

    • Researchers struggled to navigate fragmented data silos and slow approval workflows.

    • Legal teams emphasized compliance risks (e.g., patient consent, data anonymity).

  • Mental Models: Defined user decision-making patterns (e.g., "How do researchers prioritize data requests?") to guide feature prioritization.

2. Co-Design with Constraints

  • Dynamic Filtering & Querying:

    • Designed a unified interface allowing cohort-level exploration by cancer type, mutation, or demographics.

    • Prioritized clarity over complexity—e.g., hover-to-view genomic annotations for non-technical users.

  • Secure Authentication:

    • Integrated CILogon (supporting 5,000+ identity providers) to streamline access while maintaining audit trails.

3. Iterative, Compliance-First Prototyping

  • Low-Fidelity Testing:

    • Prototyped core workflows (data query → request → approval) and tested with researchers to identify friction points.

  • Ethical Guardrails:

    • Embedded consent reminders and restricted access tiers (public vs. authenticated users).

    • Automated urgent clinical requests to bypass monthly DAC cycles, ensuring compliance without delays.

Balanced data granularity (e.g., genomic variants) with anonymity safeguards to protect patient identities.

Intuitive User Experience

  • Data Navigation & Filtering: Implemented dynamic filters allowing real-time queries of 4,117 biosamples38 diseases, and 1,019 individual cancer profiles without requiring specialized technical training.

  • Bespoke Interface: Tailored the UI to meet various skill levels—from veteran researchers looking to run specific genomic queries, to clinicians exploring broader diagnostic trends.

Lightweight Technical Infrastructure

  • Agile Collaboration: Partnered with the engineering team to iterate quickly on user feedback and continuously refine the interface.

Impact

3 x

new market

launches

2 x

pitches for
FAANG orgs

With over 1,019 participants from the ZERO2 clinical trial, covering all children with cancer in Australia and New Zealand, researchers can now view, filter, and query this rich dataset in real time, removing long-standing technical barriers and enhancing the global understanding of childhood cancer.

I worked with Stef for over a year as she supported Zip New Markets in various partnership and launch efforts.

Stef's ability to dig into the why, country regulations, and provide design insights off the back of her research were a great asset. She helped us identify areas that we need to stop and re-think how we present this to customers, how we break down flows to support best in class design. She also is extremely quick in making changes, which proved to be quite valuable in a constantly changing start up environment.

Kristin Perchal

Director of Product, New Markets @Zip

I worked with Stef for over a year as she supported Zip New Markets in various partnership and launch efforts.

Stef's ability to dig into the why, country regulations, and provide design insights off the back of her research were a great asset. She helped us identify areas that we need to stop and re-think how we present this to customers, how we break down flows to support best in class design. She also is extremely quick in making changes, which proved to be quite valuable in a constantly changing start up environment.

Kristin Perchal

Director of Product, New Markets @Zip

I worked with Stef for over a year as she supported Zip New Markets in various partnership and launch efforts.

Stef's ability to dig into the why, country regulations, and provide design insights off the back of her research were a great asset. She helped us identify areas that we need to stop and re-think how we present this to customers, how we break down flows to support best in class design. She also is extremely quick in making changes, which proved to be quite valuable in a constantly changing start up environment.

Kristin Perchal

Director of Product, New Markets @Zip

MY ROLE

Product Design Lead

insights intelligence

research

30%

30%

Strategy

30%

30%

end-to-end Design

40%

40%

Tools

🧠 Brain power
💡 Problem solving
🌻 Creative alchemy

🤸‍♀️ Curios proactiveness

🤝 Collaborative leadership

🧠 Brain power
💡 Problem solving
🌻 Creative alchemy

🤸‍♀️ Curios proactiveness

🤝 Collaborative leadership

the team behind

  • autotelic

  • by

  • design

Let's create

impact together

autotelic by design

Stefi Peykova

autotelic

designer and researcher

enhancing your impact,

every step of the way.

  • Deep Research

  • Business design

  • Behavioural design

  • Product Design

  • Strategy

  • Leadership

ⓒ all rights reserved by Stefi Peykova 2024

Let's create

impact together

autotelic by design

Stefi Peykova

autotelic

designer and researcher

enhancing your impact,

every step of the way.

  • Deep Research

  • Business design

  • Behavioural design

  • Product Design

  • Strategy

  • Leadership

ⓒ all rights reserved by Stefi Peykova 2024

Let's create

impact together

autotelic by design

Stefi Peykova

autotelic

designer and researcher

enhancing your impact,

every step of the way.

  • Deep Research

  • Business design

  • Behavioural design

  • Product Design

  • Strategy

  • Leadership

ⓒ all rights reserved by Stefi Peykova 2024

Let's create

impact together

autotelic by design

Stefi Peykova

autotelic

designer and researcher

enhancing your impact,

every step of the way.

  • Deep Research

  • Business design

  • Behavioural design

  • Product Design

  • Strategy

  • Leadership

ⓒ all rights reserved by Stefi Peykova 2024

Let's create

impact together

autotelic by design

Stefi Peykova

autotelic

designer and researcher

enhancing your impact,

every step of the way.

  • Deep Research

  • Business design

  • Behavioural design

  • Product Design

  • Strategy

  • Leadership

ⓒ all rights reserved by Stefi Peykova 2024