The Predictive Index (PI) helps companies realize the human elements driving workplace behaviors and harness their team's true power. Facing an out of date brand with an out of date website, Lean Labs was hired to re-design their brand experience as PI simultaneously went through a full re-branding. We were asked to help create a site flow, buying journey, and overall brand experience that would both engage and convert.

  • Year
  • 2015
  • Duration
  • 3 Months
  • Responsibilities
  • Buyer Journey
  • Information Architecture
  • Brand Experience
  • Responsive Design
  • HubSpot Integration

Our Objective

The Predictive Index is a proven 60 year old company that had a dated brand and even more dated website. We were asked for a total re-brand and re-design with a launch in just 90 days.

The Predictive Index is a fanastic behavior assessment tool that competes with the likes of Myers-Briggs personality assessment. I'm a student of such tools, and instantly found the Predictive Index test to be fast to take and super accurate in its findings. In short, it read me like a book, and impressively quickly. I was sold.

So while the tool is modern and fast, using the best of science to deliver amazing results, the PI Wordlwide website was not keeping up with modern times. We were asked to create a totally fresh direction for the site, based upon well developed customer personas and a clear value proposition. From there, the engagement strategy began.

We helped structure the new site to offer a clear buying journey as well as a totally fresh brand experience. The Predictive Index carried a good part of the load too. They wrote all the messaging for the site and supplied fantastic graphics for placement throughout the website. A lot of the "pop" you see in the website is due to the high attention to messsaging and graphical emphasis.

Since launching and re-directing to the new brand, not only is the brand experience totally re-imagined, lead generation has gone from 0.6% to 1.9%!

As we head into 2016, we'll continue working with The Predictive Index to refine and optimize their brand experience via Growth Driven Design. Here we'll design and test new ideas to further engagement and conversion.

Project Priorities

1First Priority Create a buying journey that engages customers.
2Second Priority Develop a Top Shelf Brand Experience.
3Third Priority Implement the new design on HubSpot.

How we did it

1. Define Objectives

A deep dive into the business model, including goals and requirements, audits of your site, marketing assets, and competitors.

2. Customer R&D

Customer development starts with buyer personas and value proposition map, and ends with creation of the buying journey.

3. Frame

Information architecture covers site map and page flow, while wireframes display the structure of the site.

4. Story

Engaging content, unique value propositions, compelling offers, converting calls to action, and nurturing workflows.

5. Style

Moodboards, style tiles, fonts, colors, and brand assets all come together into a brand style guide.

6. Create

Mobile first design progressively enhances the experience as you step up from mobile to tablet to desktop.

7. HubSpot Platform

Fully responsive HTML5 templates are built out on HubSpot to not only impress users on all devices, but also make the site modular and easy to manage.

8. Growth Driven Design

Launching a new site is really just launching a set of ideas that you "think" will work well. Growth Driven Design is how we continually refine, optimize, and evolve a site rather than have to re-design it.

I wouldn't change a thing about the process. Lean Labs is incredibly competent. The experience has been incredible.

And we look forward to continuing the relationship with Lean Labs, as they are going to be a strategic partner for the Predictive Index for the indefinite future.”
Drew Fortin, Vice President of Marketing

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