A Fully Revamped Website—From Content Strategy Through Design Execution
SUCCESS STORY
REFRESHING TRANSPERFECT LIFE SCIENCES BRAND IDENTITY TO SHOWCASE THEIR INDUSTRY EXPERTISE.
Client: TransPerfect Life Sciences
Project Timeline: Aug - Nov 2022
Services Provided: Content Strategy + Creation, Website Design + Execution
The Challenge
A company’s website is one of the most important aspects of your brand identity. It is the first impression potential customers will have of your company, and it needs to reflect your brand’s values and personality. It also needs to showcase your industry expertise—something our client TransPerfect Life Sciences had in abundance—but needed The Moving Company’s support to showcase it.
For over a year, TransPerfect has relied on The Moving Company as their fully immersed, outsourced growth agency for their eClinical division, Trial Interactive. When they approached The Moving Company to support the wider Life Sciences division of TransPerfect to fully revamp their website experience, our team eagerly jumped at the opportunity to participate.
MCO was tasked with providing a well-differentiated, engaging user experience on the Life Sciences site, from content strategy and copywriting through to design execution. This project was a collaboration with multiple stakeholders, including the TransPerfect Life Sciences team.
The Process
Using the existing TransPerfect brand guidelines as our jumping off point, MCO pushed the limits, incorporating more vibrant colors, stylized text, iconography, and imagery to ensure this new website would stand out in the industry. We mocked up multiple versions of stylescapes to show how these elements could be implemented across the site. Working with the various stakeholders, we leveraged the different approaches, completed design iterations, and revealed powerful results from the collaboration.
The Moving Company team moved on to build low fidelity wireframes of nearly 20 select web pages. These lo-fis included “sub-homepages'' for the major life sciences categories—R&D, Corporate and Commercial—that had specific design instances to effectively communicate the content. Additional lo-fis included creative layouts for content-heavy life sciences solutions pages with multiple tabbed module components to easily digest the information. We pushed our design scope across the finish line by handing off high fidelity wireframes and a comprehensive module set for each of these pages, taking into consideration breakpoints for desktop, mobile, and tablet to ensure our partner agencies could hit the ground running with front and back-end development.
In parallel to our design support, our content team delivered 18 in-depth website pages in just 5 weeks. Our content sprint began with enhancing the sitemap and site navigation to improve the site’s UX. Then, we put together an action plan to deliver the content in phases, leaving time for feedback and revisions at the end of the sprint. Each website page involved immersion and content strategy, collaboration with TransPerfect subject matter experts, and appropriate copywriting based on the sitemap level (homepage, sub-homepage, product, subproduct, etc.). Each of the 18 pages were complete with CTA and image suggestions throughout to assist with design and implementation.
Problem Solved
Thanks to our existing partnership with Trial Interactive, The Moving Company was uniquely positioned to provide exactly what was needed for this website project. We have been trusted to learn and understand the business, have gained keen insight into their processes and offerings, and developed an understanding of the TPT audiences.
Our relationship to date reflects the high level of trust already established with key stakeholders of TransPerfect Life Sciences, and we appreciate this opportunity and others in the future to continue moving TransPerfect forward, together.
“The site is looking beautiful, and stakeholders are loving the modern feel of the site. It’s a huge step forward.”
Will Mellinger, Associate Marketing Director, Transperfect Life Sciences