The U.S. Pharmacopeial Convention (USP) is a global, scientific nonprofit organization that sets standards for the identity, strength, quality, and purity of medicines, food ingredients, and dietary supplements manufactured, distributed, and consumed worldwide. USP’s drug standards are enforceable in the United States by the Food and Drug Administration, and these standards are used in more than 140 countries.
With new leadership at the helm and an invigorating strategic vision for the future, USP imagined a multi-year, highly-visible, digital transformation project that would strategically raise brand awareness, further the organization’s mission, extend its global reach, and prepare USP for significant growth.
- Digital Strategy
- Design and User Experience
- Analytics and Support
- Digital Marketing Transformation
Although the end result was a new digital presence, the initial phases focused solely on strategy. After a thorough vetting process, USP selected Brightfind to provide a structured, formalized, objective process to conduct a needs assessment, gather input from stakeholders, and assess the existing website’s usability, features, functionality, reach, and effectiveness. The effort was designed to provide USP with a comprehensive analysis of the research in order to guide the subsequent design, content development, technical development, and implementation phases of the website redesign.
Brightfind then began to engage directly with live end-users. A Constituent Survey was distributed to 1,000 external stakeholders to gather input on: user behaviors and motivations, content, navigation, usability, perception of value, the look and feel, features and functionality, and levels of engagement and use. Detailed Personas were created to document the various target audience groups, and the characteristics, traits, needs, and expectations of each.
Brightfind worked closely with USP’s design and communications staff who were, thrust mid-process into a massive organizational re-branding effort. Brightfind collaborated with the USP teams to craft engaging, performant designs in support of the strategy, within the new constraints of the reimagined brand.
The result was a completely transformed, cohesive digital presence, optimized for mobile users, which exceeded the expectations of USPs domestic and global offices.