Mindtools is a globally recognised learning platform, helping individuals and businesses level up with essential professional development resources. As they evolved their brand, they needed a website that not only looked the part but also worked harder for their audience.
Their goals were clear:
Thanks to our existing collaboration with Mindtools, and our proven experience in design, development and data-driven strategies, we helped them strike the right balance - giving their audience what they need while driving real business impact.
To deliver on the brief, we provided:
Mindtools needed to bridge the gap between two very different audiences - B2B organisations looking for corporate training solutions and B2C users focused on personal development, without losing sight of their commercial objectives.
Previously, these audiences engaged with separate websites, each tailored to their specific needs. But the next phase of their evolution called for a unified platform, one that could serve both groups seamlessly while maintaining clarity, usability, and business impact.
It meant crafting an experience that made sense for everyone. The solution had to balance user-focused design with strategic thinking, ensuring both audiences could easily find what they needed while driving engagement and conversions across the board.
We began with data insights and performance analysis, examining key metrics that would reveal how both B2B and B2C audiences were engaging with the existing platforms. This analysis helped us uncover performance levels in acquisition, conversion, and retention, providing crucial insights into what was working well—and what needed improvement.
Armed with this data, we moved into the wireframing and user journey phase. Here, we mapped out the optimal user pathways for both audiences, ensuring intuitive navigation and clear calls to action for their specific needs. Our goal was to deliver personalised, seamless experiences that drove engagement while keeping commercial objectives at the forefront.
Once the user experience (UX) strategy was in place, we transitioned to design and development. This phase focused on bringing the new brand identity to life through visual elements while ensuring the website was both technically robust and highly adaptable to future updates and growth needs.
The new Mindtools website is a vibrant, engaging reflection of their refreshed brand identity and positioning. More importantly, it delivers tailored user journeys for both B2B and B2C audiences, making it easy for individuals and organisations to find the tools and resources they need.
Our continued partnership with Mindtools means that we are constantly refining and optimising the website to ensure high performance, with ongoing enhancements to improve functionality and drive key business metrics.
This collaboration is an example of how design, data, and digital strategy can come together to create a platform that not only looks great but also delivers measurable commercial success.
Our collective team has a wealth of experience across the full spectrum of digital agency services including brand, web, Ecommerce, CRM, strategy and marketing. If you’d like advice about any aspect of your digital touchpoints, drop us a line today.
