Delta PM
(Now Verista)
October 2016 - March 2017
San Francisco, CA
A total rebranding of Delta PM’s logo and website to a more modern, responsive design that embodies a more accurate portrayal of the company’s mission, culture, and values
My Role
As the sole product designer and project manager for Delta PM’s total rebranding and web redesign, I worked directly with Delta PM’s CEO, a graphic design contractor, and a marketing agency throughout the design process. I worked with the freelance designer to direct the rebranding of Delta PM’s logo and worked with the marketing agency to hone in on Delta PM’s core mission and values. I then collaborated with Delta PM’s CEO and team to design and build out a new, responsive website from the ground-up.
The UX Challenge
Delta PM’s previous website was not responsively designed, which made it very cumbersome to view and navigate on mobile devices. The website also had lots of static text, hyperlinks, and stock image backgrounds, which made it visually busy and difficult to understand the company’s mission and services offered.
As a biopharmaceutical consulting firm, the objective of Delta PM’s website was two-fold — to stand out to potential employees from other competitors in the market (recruiting) and also to potential clients who would partner with them for their consulting services (sales). Delta PM prided themselves in bringing a fresh energy and innovative approach to the biopharma industry, but their unique brand, values, and technical expertise and services were not being effectively displayed through their website.
The Re-branding Process
I worked with a graphic designer to direct the re-design the new logo. Delta PM’s CEO wanted to carry over certain aspects of the existing brand, so we kept the navy blue and light grey. We introduced another brighter, lighter blue to imbue a new, fresh energy reflective of the company and their trifold mission. The triangle motif was also kept, but updated to be more bold and distinctive.
I re-designed Delta PM’s business cards, as well as other marketing materials and displays for trade-show events. I also collaborated with a marketing agency to take new photos and brand video content showcasing our current employees to replace the stock photos on the website.
The UX Design Process
I surveyed current and prospective employees about their experience of the existing website and any issues they faced using it. I also conducted market research and competitor analysis for Delta PM’s biopharma industry.
Delta PM’s CEO wanted to preserve the general structure of the existing website while also modernizing their visual branding. We started by simplifying the user journey and streamlining the website’s information architecture to make it more intuitive to navigate and embody a more accurate representation of Delta PM’s brand.
I began by sketching and prototyping a basic layout of the website to test out with the team and get some initial feedback for early-stage iterations. The initial landing page was updated to clearly present Delta PM’s brand and values, as well as their professional services and technical expertise in the biopharma field. All of the information architecture was streamlined and organized according to user study feedback, and each page had a clear CTA button to seamlessly guide the user journey. See the before & after of the Home and Bio pages below.
UX Impact & Outcome
Both prospective clients and employees could easily locate pertinent information and learn more about the company, which led to increased recruiting and sales success. We received lots of positive feedback about the new website and many new hires and clients specifically mentioned the website as one of their main reasons for choosing to partner with us.
