Our collaboration reintroduces the premier 3D printing brand.
Desktop Metal launches its new marketing platform aimed at making 3D printing accessible to all engineers, designers, and manufacturers.
BASIC® designed and developed an experience that shifts the perception of 3D printing from an emerging industry to a necessary component in the future of manufacturing.
The Desktop Metal brand has evolved from a start-up to a promising tech enterprise with significant market share across multiple verticals and continents. The previous iteration of the site was not designed to accommodate this rapid growth, so we built a brand new platform from scratch—facilitating a richer learning experience for prospects and ultimately solidifying the brand’s position as an authority in the industry.
As the world draws nearer to the next Industrial Revolution, speed to production is the name of the game. Today, even though 3D-printed parts have been key to increasing efficiency, they have only recently become widely available for office usage and mass production.
Our challenge was to build a responsive, mobile-optimized site that communicates the many practical applications of 3D metal printing within the manufacturing and prototyping process. The team set out to imagine an experience that positioned Desktop Metal as the brand that makes the seemingly impossible real. We simplified the site experience and offer in-depth technical information that is as comprehensive as it is beautifully designed.
The Desktop Metal customer is both knowledgeable and has a deep understanding of machines and manufacturing, however, they still hesitate to make the shift to 3D printing. We worked closely with our partners at Desktop Metal to develop a content strategy and page structure that builds trust with their clients. Our goal was to contextualize what’s possible, highlight the simplicity, and showcase benefits by featuring client success stories and workflows.
Key highlights from the experience:
- Product Routing: We utilized an intention-based method of product navigation to demonstrate how Desktop Metal products can be used within the manufacturing process. We also reorganized the navigation and content to create a clear funnel through the site and always give the customer the ability to dive deeper into Desktop Metal’s eBooks, webinars, and white papers.
- Industry Pages: Today, Desktop Metal partners with the world's most innovative companies. To continue building these trusted partnerships and show the brand’s depth of knowledge, we designed industry pages to bring its comprehensive expertise to life in a compelling way with case studies and an industry-specific parts gallery.
- Modern Infrastructure: Desktop Metal came to us with the requirement that the new site needed to be on Craft 3.0. The Craft CMS is our preferred CMS for simple marketing sites as it’s fast, intuitive, and secure. This platform allows Desktop Metal the flexibility to continue to progress its platform and expand its product line with ease while maintaining the interaction model our team developed.
We partnered closely with Desktop Metal’s stakeholders and IT partners to realize an experience in six short months. BASIC’s role was experience strategy, information architecture, content strategy, visual design, interaction modeling, content art direction, and front-end development on the Craft CMS platform.
Desktop Metal was founded in 2015 by leaders in advanced manufacturing, metallurgy, and robotics, to address the unmet challenges of speed, cost, and quality to make 3D printing an essential tool for engineers and manufacturers around the world.
BASIC® is an experience design company that thrives at the crossroads of culture and technology. Combining human intuition with systematic thinking, its work in strategy, design, and digital transformation is recognized for challenging business convention alongside the world’s most forward-thinking brands.