An interactive Website to Engage Customers and Prospects
Defining the Opportunity
Intelligent Medical Objects (IMO) set a goal to become the undisputed household name in medical terminology platforms and services, and they needed an updated online presence to help achieve this goal. IMO reached out to Caxy Interactive to create a modern marketing site to engage with current and potential customers with a more clearly defined brand voice and purpose. This website overhaul would help them achieve their marketing and sales goals while informing users about what they should care about when viewing the site - their game-changing products and services.
A Clear Brand Voice Guides UX
To kick off the website design and development project, Caxy first completed a thorough competitive analysis to provide objective feedback on where improvements could be made and also researched IMO’s brand vision and tone through multiple user experience exercises. This research helped in understanding the current site’s pain points and opportunities for improvement, as well as defining user personas and user journeys.
A vital UX improvement implemented was separating the site into two spaces, creating a clear division between technical product info and support for current customers and affiliate partners and the sales and marketing site. This division provides potential customers with a better sense of what IMO is and does while allowing customers and partners to access the support content they need easily, without parsing through marketing information.
Embracing Modern Design Elements
With over 20 years of experience in the clinical terminology space, this tenured brand was prepared to take strides into modern design, giving IMO’s online presence a fresh feel. The marketing site utilizes a modern, flat design with increased white space, vibrant colors, friendly typeface, consolidated pages, continuous scrolling, and eye-catching button animations. Affiliate partners access their support portal through a simple login screen, and these same modern elements are carried through to this site, creating a seamless transition for the user.
The main marketing site was created using Drupal 8 and Drupal Search for searching content. Managing user login was handled through a custom module made by their team. The portal with other custom tools was refreshed, but kept in Drupal 7.
A Proven Sales-Focused Marketing Site
The final result is a modern, sales-focused marketing site that helps to emphasize the value and simplicity of IMO as well as a refreshed, but familiar affiliates support site that focuses strictly on necessary information without being overwhelmed by all the fluff. After launching the marketing site, IMO reported a continued consistent increase in site traffic, including unique page views and visitors.