Design and development of a multi-brand digital platform
A multibillion-dollar leader in the pharmaceutical and consumer health and nutrition industries, Capsugel partnered with us to revolutionize their online presence. Utilizing Craft CMS, we designed and built a beautiful, flexible website that helps Capsugel stand out in the marketplace.
- Services
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Design, Development, Strategy, UX, Analytics, Optimization, Promotion, Marketing, and Paid Media
- Industry
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Health and Wellness and Science
SITUATION
Designing an Impactful Website That Stands Out
As leaders in their industries, Capsugel wanted to reimagine how their website looked, felt, and functioned. This meant rethinking how their users experience the website and presenting them with something new. Starting with our design discovery workshop, we presented several design options to the team at Capsugel in order to capture a look and feel that resonated with their audience. A major challenge with pharmaceutical/health websites is presenting their wealth of information in digestible chunks that are easy to navigate and comprehend. With new toolbars to break up the vast amounts of information and impact imagery replacing literal imagery, we were able to create a new site that is both visually appealing and functional for large amounts of complicated content.
CLIENT OBJECTIVES
Nurturing Leads From Start to Finish
The collaboration between our design and development teams allows us to create comprehensive websites that are always driven by our clients’ objectives. With an emphasis on lead generation and nurturing, Capsugel’s new website has several places that allow users to submit a lead/contact form, using contextual and personalized calls to action (CTAs). Contact forms are linked to site activity and integrated with Pardot and Salesforce to retarget users using segmented drip campaigns that move them through the sales funnel.
DESIGN APPROACH
Serving Dynamic Content Based on User Personas
With a clean and engaging design in place, we migrated Capsugel’s site from ExpressionEngine to Craft CMS, creating a modular-based CMS that is much more flexible. From there, we were able to focus on the mindsets of Capsugel’s users - ensuring that each user’s path would lead them to the information that they needed. Through meetings with the Capsugel team, we were able to view their website through the eyes of the different personas that use it, each of whom has a unique path. Using the new content modules that we created throughout their website, we created criteria to evaluate content and match it with the different persona types based on their site activity. We created an algorithm that automatically feeds customized dynamic content to users according to their site activity persona.
RESULTS
A Beautifully Redesigned Site with Intuitive User Flow
By dividing their various users into different personas to focus on their journeys, Capsugel’s striking new website is able to serve dynamic content that is more relevant and approachable than ever before. With a modular design and customized information being delivered from start to finish, Capsugel has seen a dramatic increase in lead generation. Capsugel now has a strong web presence, differentiating themselves in their market and solidifying their position as leaders in their field.
