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In 2018, Sartorius and BCG DV launched LabTwin, the first voice-powered digital lab assistant. Fast forward to 2023, LabTwin has now evolved into the leading digital lab assistant, working with Top 20 Pharma and Chemical companies and boasting a user experience rating of 4.5/5. This article summarizes our journey of careful calibrations, visual adjustments, and evolving growth, painting a comprehensive picture of LabTwin’s transformation from the first to the leading digital lab assistant.
Read the full case study here.
On its journey of progress, LabTwin encountered a challenge; despite its pioneering technology and remarkable user experience ratings, its brand identity was not reflecting its progressing proficiency. The brand looked “gimmicky”, inconsistent, and lacked confidence.
The intent was to refine the visual identity while retaining the essence of LabTwin with the goal to become a worthy player of the corporate world, stand out from the competition, support marketing and sales efforts better, and boost the onboarding experience.
With the use of tools like Miro, Figma, Hubspot, Adobe Suite, and Procreate, the collaborative effort involved a growth team, the head of research and design, a web developer, and a sales consultant and included work on:
As per any marketing playbook, LabTwin was laser-focusing on its users. Although well-intended, the primary focus on scientists presented a marketing challenge, as it left the needs of another significant segment unattended, namely the managers and decision-makers who were in charge of sourcing and adopting the technology. To improve and cater to all three groups, we opted for targeted outreach, tailoring each marketing touchpoint to a specific group. After brainstorming ways to improve our typographic and imagery systems overall, we dived straight into the website, marketing assets, and packaging for the onboarding.
The transformation into a confident member of the market included two small but mighty tweaks:
A reformed website, with its interconnected web design and easier navigation, included concrete statistics, customer testimonials, ROI, and screenshots of the product. These supported our goal in guiding managers through the product and helping them build a compelling case for the decision-maker to purchase the technology.
In addition to online refresh, we also revamped our physical presence. For conferences, our booth now features a reusable LED banner, an iPad stand, and video projection, providing an interactive overlook of our product. The updated business cards feature QR codes linking directly to a brief demo video and a scheduling tool for booking a call with LabTwin’s representative for further discussion. We also crafted the designs of our white papers and case studies to deliver information in a familiar to the pharma audience manner.
You can view these materials here.
The adoption of the new technology depends on generating interest. Nothing is more contagious than witnessing fellow scientists effortlessly using the product. So we aimed to make our welcome kits, the initial touchpoint for users, friendly and chic. For the boxes, we opted for bright brand colors and custom-made illustrations. To encourage scientists to retain the boxes, thus showcasing those to peers, we added a playful touch inside the box: “I reused this box for” + an open space for users to assign a new purpose for the boxes.
Today, after several milestones achieved and challenges surpassed, LabTwin stands as not just a fancy concept, but a real product delivering value. Reflecting on a transformative journey of growth and learning, I've realized that at the core of any endeavor - whether launching a startup, building a brand, or developing a product - lies the power of human connections. It was people, from team insights to customer interactions, who triggered and nurtured LabTwin’s evolution which you can read in full here. The achievement, the enhanced brand experience, the encouraging statistics, and the resounding customer endorsements all stem from investing in people.
Expressing gratitude for everyone who contributed to this journey, my experience with LabTwin has been one of growth and insight. Now I want to further channel that learning toward Biotech and Life Sciences startups. I strongly believe in the magic and potential that can emerge when scientific discoveries are made accessible to a wider audience.
If you're a Biotech or Life Sciences startup taking your science beyond academia, let's talk about strengthening your brand to accelerate your growth and achieve your ambitions. Reach out at kseniamik.design@gmail.com, and let’s find some time to talk.
*The produced work is the property of LabTwin.
Read the full case study here.
Email me at kseniamik.design@gmail.com
