National Instruments isn't just a 40-year veteran in test and measurement systems. They're an engineer's partner in conquering global challenges. In 2019, their iconic brand reinvention demanded a digital experience that matched. The challenge was to streamline the heavily siloed site and improve the UX across landing pages and the e-commerce experience to live up to NI’s impact.

Despite portraying itself as a beacon of innovation, the company's online experience fell flat. Customers battled opaque navigation, struggling to unearth the very solutions they sought. Cumbersome shopping journeys tested patience, while content failed to ignite the imagination with its lackluster value. Siloed development left global experiences fragmented, and post-sale support came across as an afterthought. Underutilized data and personalization opportunities remained untapped, while the handoff to sales, when it existed, felt more like a stumble than a smooth transition. In short, the digital canvas failed to reflect the vibrant promise of the brand, leaving customers yearning for an experience worthy of its innovative identity.

We rejected one-size-fits-all marketing. NI's vast offerings demand nuanced journeys, tailored to specific needs and brand awareness. Using data and tech, we mapped these journeys, guiding customers from problem to solution, showcasing NI's value at every step.

Through a comprehensive redesign, we implemented "Streamline to Buy," a strategic initiative aimed at improving message clarity and optimizing customer journeys. This initiative simplifies value proposition understanding, facilitates self-service, and minimizes reliance on offline support, resulting in a more self-directed and streamlined customer experience.

Since the NI.com relaunch in 2020, they have seen a 45% increase in online sales, a 21% increase in self-service cases, and 166% increase in high-value leads.