Enhancing brand identity with an effective and empathetic design experience
Enabling a leading pharmaceutical player to enhance brand recognition.
About the Customer
The client is a 130-year-old pharmaceutical company with breakthrough products in diagnostics, medical devices, nutrition, and branded generic pharmaceuticals. The firm has 107,000 employees, a presence in over 160 countries, and sincere about making a positive social and environmental impact. Committed to its Corporate Social Responsibility (CSR) goals, the client takes pride in its programs related to safety, ethics, healthcare delivery, in preserving healthy environments and minimizing their environmental footprint.
The client felt that its relentless effort in adding to social and environmental well-being deserved better digital visibility and attention. Visitors to their website were often not able to find the organization’s CSR-related content and were not spending adequate time consuming the content. This resulted in inhibiting the client’s goal of creating a “human” personality and brand for the company.
There was a technical aspect of the challenge as well. The client wanted to continue using Adobe Experience Manager (AEM) to create and manage the digital experience for visitors to its website. AEM, a sophisticated tool, use methodologies to customize content that did not directly serve the client’s goals. The demand to work within the capabilities of AEM added an interesting layer of complexity.
After a thorough assessment of CSR-related website content including architecture, design, user interface (UI), and technology, Brillio defined a description for each of the CSR web pages. Keywords that reflected emotions in the description for each page were generated that were the key to a good design.
The images, colors, fonts, and language used for each of the web pages had to reflect its corresponding word cluster to evoke the required emotional response from visitors. As an example, the words used to shape the design for one page were “giving, support, community”. The images and text were closely aligned with these words.
The overall methodology to redesign the site included:
Benchmark the client’s website for structure, performance and engagement with that of key competitors in a bid to identify gaps
Identify key visitor personas based on clickstream data
Develop guidelines for content, design and display driven by the benchmarks, visitor personas and industry best practices
Create AEM-friendly design
Create an Experience Architecture that allowed content to be built and displayed dynamically
Improve the use of “desirable” keywords associated with the client in web pages
Define hierarchy of content (web pages) aligned with how visitors navigate the website to make it quick, easy and intuitive to find content
Once the benchmarks and guidelines were completed and agreed to, Brillio began the transformation process by:
Producing multiple user interface designs and concepts
Creating two options to showcase robustness of information architecture
Testing mockup designs and concepts for impact, desirability, and usability
Addressing information architecture:
Creating clusters of topics and themes based on hierarchy of content
Testing the architecture for time taken, success of expected action and directness
Testing usability of web pages to identify where visitors spent time
Exploiting the best of AEM capabilities using the existing component library
The solution was tested using a sample set of potential users. This ensured relevance and accuracy of feedback. The design was tested for people’s emotional response and sentiment toward the user interface. Established tools and frameworks that assess desirability were used. The results showed a 91.6% positive ranking against an industry average of 78%, reflecting a “professional and calm” interface.The final wireframes were then brought to life using corporate brand guidelines.
The exercise was completed from start to finish in seven weeks and included the delivery of a style guide and all UI assets.
Benefits and Results
The client aligned its CSR content with corporate goals. The CSR website evoked precise emotional responses from visitors. The outcome was a boost in content consumption related to CSR initiatives. The goal of enhancing the client’s brand identity, improving the recognition for its CSR activities and putting it on par with competition and industry benchmarks was met.