technology

Companies that provide new technologies or sell tech products typically operate in highly competitive markets where brand impact and user satisfaction are measurable events. This puts their multi-channel digital strategies under considerable pressure—in that they must strongly convey key value promises and brand differentiators to new visitors—while providing excellent, unencumbered usability to existing customers.

Since the beginning of the Web, TBG has developed best-of-breed sites for technology companies, working for major brands and startups alike. Today our practice in this area builds on over two decades of experience, and integrates the best contemporary techniques including HTML 5, Responsive Web Design, social media, content personalization, and predictive search to knock our clients’ digital marketing—and customer service—out of the park. 

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SafeNet

Unified Web Strategy for a Leading Critical Information Security Firm

Content Strategy

Content Strategy

SafeNet had been around for years, and so had its content! TBG (The Berndt Group) recommended rewriting content with a much greater emphasis on writing for the Web, writing for the correct audience, and breaking content down into reasonable, readable chunks. TBG worked with SafeNet to re-architect the site’s content by:

  • breaking up longer scrolling pages with clear type hierarchies;
  • limiting the amount of variety of content on a page;
  • having clear headers at the top of pages to indicate context;
  • connecting with the user’s situation or goals in the first sentence;
  • minimal, focused topical content; and
  • allowing users to self-navigate to the correct level of detail by using summaries and annotated links to convey the overview of the following detail page for easy scanning.
Safenet
CMS Implementation

CMS Implementation

The best sites feature design that strongly reinforces usability by giving the user subliminal clues about what is most important. TBG implemented a strong, cohesive hierarchy of attention throughout the site so the user would always know what to look at first. TBG instituted a limited number of page layouts so that the user moving through the site would see consistency and feel like the site has a unity of purpose. TBG also reduced the depth of the site, reducing the complexity required by navigation, and instituted contextual navigation. Labeling and headers were revamped to keep branded product names out of navigation (in favor of more recognizable generic names of product lines) and to introduce and explain them in product detail sections. Such navigation labeling is inherently more intuitive.

Safenet
Improved Usability & Site Structure

Improved Usability & Site Structure

The best sites feature design that strongly reinforces usability by giving the user subliminal clues about what is most important. TBG implemented a strong, cohesive hierarchy of attention throughout the site so the user would always know what to look at first. TBG instituted a limited number of page layouts so that the user moving through the site would see consistency and feel like the site has a unity of purpose. TBG also reduced the depth of the site, reducing the complexity required by navigation, and instituted contextual navigation. Labeling and headers were revamped to keep branded product names out of navigation (in favor of more recognizable generic names of product lines) and to introduce and explain them in product detail sections. Such navigation labeling is inherently more intuitive.

Safenet

TBG & SafeNet

TBG engaged with SafeNet’s multiple business lines completely in order to build a Web strategy and a unified new identity for the newly named company. The multiple business lines could have been viewed as fragmented, but TBG and SafeNet worked together to emphasize the firm as the multinational industry leader it is.

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Optelian

Gaining Competitive Advantage in a Tight Innovation Space

Optelian homepage

TBG redesigned the website for Optelian, a packet optical networking firm based in Atlanta and Ottawa. TBG also implemented the Open Source Umbraco CMS for the new Optelian website.

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Pitney Bowes Business Insight

Navigating the Web Challenges of a Corporate Merger

Pitney Bowes

Pitney Bowes Business Insight (PBBI) engaged TBG for digital and Web services during the acquisition and merger of MapInfo and Group 1 Software. TBG guided PBBI through a digital communications strategy and process that would seamlessly roll-out the new company’s untested brand while maintaining visibility of MapInfo’s and Group 1 Software’s enormously popular products and accumulated brand equity.

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More Representative Past Clients
  • ACGI Software
  • Cable & Wireless Worldwide
  • Context Media
  • DRS Technologies
  • eInstruction
  • GE Global eXchange Services
  • General Electric
  • GP Strategies (formerly RWD Technologies)
  • iJET International
  • MapInfo
  • Personify
  • Philips eICU Program
  • Raytheon
  • Space Telescope Science Institute
  • triCerat