Translating Science into Story: A Global Redesign for PTC Therapeutics
We reimagined PTC’s digital presence to elevate their brand story, guide high-value audiences, and turn complex content into clear action—all while honoring the science.
The Ask
Introduce and validate the compelling brand story of PTC, while ensuring that visitors are guided to the appropriate exit actions.
Tactical Pillars
With a focus on user experience, we revamped the website to showcase the PTC brand story in a compelling and authentic manner. We highlighted our commitment to innovation, digital excellence, and customer success through engaging content and visually appealing design. We ensured that our messaging was consistent across all pages and aligned with our overall brand positioning.
CONTEXTUAL
Provide the relevant information and actions at the right time.
ACTIONABLE
Meet audience needs and drive business objectives.
CONSISTENT
Stabilize and future-proof architecture and technology.
Audience Strategy
As part of the research for PTC, I have identified key audiences and Most Valuable Actions (MVAs) that are critical for the success of the website. By understanding the unique needs and interests of these audience segments, we can tailor website content and design to effectively engage with them.
Design Exploration
High impact global site improvements include
- Guiding flow by intent
Provide a guided flow experience that gives users simple choices to get to the right form or contact information - Define the user journeys through the site
Provide a guided experience that will make iteasy for the user to navigate and explore content - Visual hierarchy can play a key role in allowing users to navigate your website
Properly using white space between paragraphs has been proven to increase comprehension up to 20% - Call-to-actions should finish the sentence, ‘I want to…
- Remove Dead end pages
Use the 404 page, 500, and other no results pages to offer up resources and redirect the user - Enhanced Search Functionality
Create ONE integrated search experience across all PTC properties. Giving users more control over their own destiny.
Adding Reading Time Newsroom
Set expectations with estimated reading time to improve engagement.
Contact Form is Designed to Simplify
Remove the multiple emails through out the site and create a form which uses simple logic to dynamically submit messages based on form answers, prioritize essential fields only, and offer options for privacy concerns.
Create Team Profiles
Elevate PTC leadership and patient advocates with more robust profile pages and clear contact actions. —Each person’s profile will live as a unique page containing content with high search engine relevance. This will help elevate search engine rankings and drive inbound traffic.
Dynamic and Responsive Pipeline Page
Proudly showcase the many incredible ways PTC is working tirelessly to serve patients in need. The pipeline page is designed to provide a comprehensive overview of our innovative projects and promising advancements
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