For more than 40 years, NI has developed automated test and automated measurement systems that help engineers solve the world’s toughest challenges. Chances are if it flies, computes, powers, drives, communicates, NI played a part in building it.
National Instruments has been a leader in test and measurement, fostering a devoted community of engineers that work to power the world’s most groundbreaking technologies and innovations.National Instruments needed to evolve their brand to reflect their business, which had shifted focus toward integrated hardware and software systems over individual products.To continue to grow globally, the brand needed to speak to the needs of larger enterprises while remaining true to the community of passionate and brilliant engineers they’ve always served. To further modernize and globalize the brand, and to represent the company’s true breadth of offerings, we shifted the brand name to simply: NI.
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.
