Project Type
Marketing Website Design
My Role
Wireframing, UI Design
Duration
1 Month
Team
Me(Designer), Digital Marketer, Business, Content Writer
Too Niche > Slow Financial Growth
Newristics specializes in optimizing messages by leveraging behavioral science and AI. Their offerings span message testing, development, performance, and delivery, with each service supported by a dedicated product. This focused expertise in messaging gives Newristics a unique edge, establishing them as specialists in their field. However, the narrow scope of their services has posed a challenge in attracting a broader client base, ultimately slowing their financial growth.
The Reposition
With a heavy heart, the company decided to reposition itself as a generalist in market research and content creation. They decided to cater to the pharmacuetical companies specifically.
A brand new marketing website for Newristics with restructured sections and navigation. The website illustrated Newristics' USPs while targeting pharma marketing professionals. Different use-cases and solutions are introduced in conjunction to Newristics' products.
Illustrate the Newristic's specialization without seeming too niche.
Redesigning the website with a pharma centric approach
Make the product offerings more enticing.
Pharma Commercial Team
Pharma Medical Team
Pharma Market Access Team
Introducing Newristics as a market research and content optimization brand for pharmaceutical companies. The first three panels highlight the pillars (Messaging Science, Messaging Database & Messaging Algorithm) that define Newristics' use of their enormous database of messages and heuristics to optimize brand messaging using AI instantly. They also illustrate three services provided by them.
We performed secondary research on the drug commercialization process and aligned Newristics' services and product offerings accordingly. Together with the Newristics team, we developed a list of use cases tailored for pharma teams. These use cases were illustrated sequentially across the various phases of the drug commercialization journey.
Newristics features product pages (similar to a tech company) that showcase the capabilities of their technology. To refine this approach, we conducted a competitive analysis to understand how other brands present their products and services. Most competitors focus on offering services and highlighting use cases, which contrasted with Newristics. Finding this approach compelling, we drew inspiration from it and introduced a service panel on the homepage, along with a new service page. This allowed us to pivot towards a solution-based strategy rather than merely listing tool capabilities.
We restructured the website to our solution-based approach listing products and use-cases under each service. Each page was followed by a contact us CTA and case studies about the same topic to illustrate Newristic's expertise.
A design system was created to make the UI more uniform when executing future projects. Colors, typography, iconography, and cards were defined to make development seamless. Frequently used elements, such as FAQs, modals, pop-ups, and other content cards, were standardized since they appear on multiple pages. This improved consistency across the interface, enhanced user experience, and saved time in development by providing reusable components.
Apart from the three goals, we added sections that would make the company seem trustworthy and show off their expertise in the chosen domain. A claims panel that brags the results newristics has been able to achieve so far followed by a testimonial section to display the reliability of the company. Due to legal bindings, we were not able to display company names and logos, hence we went with the designation and brand type instead.
We wrote the copy targeting the three teams mentioned above. Instead of describing what is considered basic industry knowledge in the respective panels, we included it in an FAQ section below. This section assists users who might be unfamiliar with the pharma or market research industry and provides an opportunity to incorporate more relevant keywords to enhance search engine ranking.
Additionally, we gave real estate to content Newristics produced, also displaying their expertise and increasing bounce rate.
The outcomes
What did we achieve?
15%
decrease in bounce rate
Top 5
Google rankings when searching "message testing"
25%
Time saved in creating new pages by using the design system
Learnings
How did this project help me?
Pharma Industry
Researching drug commercialization introduced me to a new industry and its related processes.
SEO Best Practices
Incorporating SEO best practices into the redesign broadened my understanding of SEO overall.
Different Perspectives
I was able to gain insights about a website from a business, and marketing perspectives.
Unique Positioning
It was educational to design for a company to help them get more sales without compromising their USPs
