work_BD_logo

Building a better biotech brand for human kind

DIGITAL BRAND & INTERACTION DESIGN

As one of the most prominent biotech manufacturers in the world, BD saw an opportunity to reinvigorate its 125 year old brand after acquiring a major competitor. While the newly combined organization had outlined an initial strategy, it lacked a tangible way to apply this new vision to its vast landscape of products, channels, and brand properties. 

With over 100,000 products in its constantly growing portfolio, BD faced a staggering effort to reinvent its brand for its diverse audience groups around the world. BD’s previous global website and digital marketing properties were difficult to navigate, leaving customers frustrated when searching for something specific.

Further, the old brand system was cold and clinical, making for a joyless experience that left much of BD’s ground breaking innovation undiscovered and under represented. How could we reinvigorate the brand by highlighting BD’s life-saving innovations while creating an intuitive experience for its diverse users across 50+ digital properties?

work_BD_process

Organizing the brand

divider_new_black

Decades of organic growth and acquisition left BD with a severely disorganized brand landscape.

I helped BD develop a more intuitive product brand architecture by cataloging their wide array of offerings in a more accessible hierarchy for customers. This would later be implemented across BD's digital ecosystem, making navigation and transaction much easier for all.

work_BD_brandarchitecture

Capturing BD's diverse audience landscape

divider_new_black
work_BD_audience

A new content strategy: shifting focus from product to patient

divider_new_black

While there was much debate about which brand groups deserved the most visibility, there was one irrefutable truth: everyone  was extremely passionate about patient outcomes. 

I used this aspirational truth to tell connected stories across the patient care continuum, giving products a thoughtful home and connecting complex topics in a meaningful way.

work_BD_patientjourney

Humanizing a clinical space through design

divider_new_black

The new focus on patient outcomes allowed BD’s most impactful stories to come the forefront. The new design and content strategy highlighted real people and broke down complex clinical topics into accessible human language. 

Initial testing validated that even clinical professionals preferred warm, relatable content, pushing BD into new territory for an otherwise sterile industry.

work_BD_devices

Using human context and machine learning to power the experience

divider_new_black

With over 30 user groups and 125,000 products, getting users to the right content quickly would require an intelligent system that responded to user need. Instead of relying on static navigation paradigms, we put conversational search at the forefront of the experience.

Using a machine learning (ML) powered search model, we were able to intuit what customers were asking for in a way that became more accurate over time as the model learned users’ natural search language.

work_BD_Search

Extending the new brand far and wide

divider_new_black

The new brand could only be successful if it was consistently usable across a wide range of applications. With my team and client, we re-designed dozens of brand properties, from back-office utilities to immersive consumer facing experiences. 

work_BD_extending
work_BD_patterns

Making brand excellence repeatable with an intuitive digital pattern library

divider_new_black

Ensuring my client could sustainably use, maintain, and extend the new digital brand system was a top priority. Throughout our engagement, we produced a simple, yet highly flexible digital pattern library and usage guidelines that enabled BD to effectively adopt the new brand into daily use.

Measuring up: the value of new experience design

divider_new_white

The new approach to customer support at Vivint is estimated to save thousands of hours a month and millions of dollars annually. Perhaps more importantly, the new experience is slated to improve the satisfaction of customers and make the stressful lives of those who work in the call center significantly easier. Combined with a powerful new technical architecture and the retirement of 10+ legacy systems, the new product vision will scale with Vivint for years to come.

divider_new_white

MY ROLE:  Client & Solution Lead, Creative Director, Research Lead, Experience Design, Visual & Interaction Design

PROJECT TEAM:  Visual Interaction Designer

CLIENT TEAM:  Executive Sponsor, Product Owner, Brand & Domain Subject Experts

MY ROLE:  Client & Solution Lead, Creative Director, Research Lead, Experience Design, Visual & Interaction Design

PROJECT TEAM:  Visual Interaction Designer

CLIENT TEAM:  Executive Sponsor, Product Owner, Brand & Domain Subject Experts

MY ROLE:  Client & Solution Lead, Creative Director, Research Lead, Experience Design, Visual & Interaction Design

PROJECT TEAM:  Visual Interaction Designer

CLIENT TEAM:  Executive Sponsor, Product Owner, Brand & Domain Subject Experts

This site and all of its contents are copyright Mike Mates 2020. All rights reserved. Case study projects completed while leading the experience team at Slalom Build.