The strategic approach to developing a new, consumer-initiated, diagnostic test request was based on the need for an “on-demand” product. Our target group was millennials, and the idea of having to make an appointment, go to a doctor, make another appointment, get blood drawn, make another appointment, find out from the doctor what the test results said—is antithetical to how they live their lives. Lives in which they consume on-demand food, watch on-demand movies, listen to on-demand music, and do on-demand shopping. The only reason they don’t use an on-demand request for testing is because they don’t know it’s possible. Until now. The my∙labology® site was designed and developed to be easily accessible in terms of both finding information and requesting a variety of diagnostic tests. Creatively, the color yellow throughout and the drawings on top of images bring a personal touch to a category that is usually very clinical in nature.