NPS Prism Responsive Website Optimization
In 2023, Bain & Company launched NPS Prism: a CX benchmarking platform built to help companies understand how they stack up against competitors
To support the launch, they needed a brand-new website that would establish credibility, educate users, and drive demo requests.
Defining The Problem
NPS Prism was a new product with no website, no system, and no shared vision for the user experience.
To move forward, I worked across product, strategy, and marketing to define what the site needed to achieve:
Build trust with an unfamiliar audience
Clearly explain a complex product
Drive demo requests
I helped define the problem so we could solve it with clarity, structure, and intent.
Key outcomes:
A modular design system that allows the site to grow
Visual storytelling that balances Bain’s authority with Prism’s fresh identity.
Clear, focused CTAs aligned to the sales journey.
Mapping the
User Journey
The site was structured to match a clear buyer journey:
Land → Understand → Explore → Act
Each page played a role building credibility, explaining value, and guiding users toward requesting a demo.
Building A Scalable
Design System
We started by establishing a modular design system to keep the site consistent and scalable.
I adapted Bain’s typography, color, and basic UI standards but created new components where NPS Prism needed its own voice, like industry tiles, stat banners, and storytelling modules.
Design Solution
A system-first approach made scaling fast and future-proofed the design. Reusable modules supported flexibility:
Hero blocks were reused across homepage, industry pages, and product sections.
Stat cards showcased key proof points and could flex across different contexts without new design work.
Tabbed content sections helped organize platform features without overwhelming users.
We ran biweekly leadership reviews to stay aligned with NPS Prism and Bain stakeholders. Feedback pushed us to prioritize early trust signals (like customer logos) and optimize CTAs for higher demo conversion. Fast iteration cycles helped sharpen messaging and structure at every stage.
