Birkman International is an industry-leading behavioral and occupational assessment company headquartered in Houston, Texas. The company began assessing personality through a proprietary methodology founded by innovative organizational psychologist Dr. Roger W. Birkman in 1951. Since, they’ve evolved to expand their reach to a larger audience. These target users are professionals who fall into two main categories: resellers and end-users. Resellers refer to full-time and occupational Birkman consultants as well as life coaches. End-users include client companies across all industries and company sizes.
In 2016, Birkman International reached out to us to learn about options for making their content-heavy website more impactful. Their marketing team wanted to shift to a minimalistic approach, streamline their website user experience, and supply better resources to their target buyers.
Birkman International’s team referred to their site as “established and reliable, but not at the cutting edge.” They believed they were too “warm and fuzzy,” which took away from the seriousness of their solution. Likewise, while their visitors viewed their product as superior to other personality assessments, they didn’t understand all the possible applications it offered.
Naturally, they recognized they need a solution to educate their online visitors on the importance of Birkman assessment for achieving human capital goals, including team building, leadership development, career counseling, hiring, and sales performance. Despite this being their main concern, they also wanted their website redesign to address other issues, such as:
Birkman’s team expedited the process by bringing an outline for their desired sitemap and their creative vision. After that, we engaged in our typical website redesign process by getting to understand their needs, wants, and objectives fully. From there, we worked on:
Diligent work up front led to a modern design that wowed Birkman’s team. The functionality we created also allowed them to pare down the extreme amount of content they had, leaving behind only critical material needed to engage with their core audience. Specific examples of custom design elements we provided:
Ultimately, we equipped Birkman with a professional, reliable website that showcases Birkman as a trusted organization that optimizes their clients’ business performance and ROI, rather than just a fun personality test.
