Provider Lens is ISG’s flagship research publication — a go-to resource for companies buying enterprise IT solutions and an important marketing tool for IT service providers. The quality of their research is world class, but the format had become cumbersome and stale. Thinkso was brought in to do a strategic overhaul. Our new content strategy created a better flow for readers and more messaging hierarchy. The new visual design made the content more scannable and engaging. The result is a fresh and sophisticated piece that elevates the experience and function of the report — and ISG’s brand image and peer standing.
“Our Provider Lens research is world-class, but the format had not changed in many years and was becoming cumbersome. Thinkso’s content strategy and design changed all of that.” Paul Gottsegen, Partner and President, ISG Research and Client Experience
The Provider Lens Quadrant is the key image in the reports—and it’s most widely viewed and shared component. We improved both the clarity of the information and its usability as a marketing tool with an eye-catching image that’s easy to screenshot and share.
The original, less-than-polished design sent the erroneous message that ISG was irrelevant and out of date. The new look, feel, and content strategy position ISG as the sophisticated, leading-edge company it is. Our redesign of the report’s executive summary section demonstrates how thoughtful content strategy and design can bring the report’s rich information to life, and create an experience that both satisfies and impresses the reader.
The legacy reports were dense and fatiguing to consume, and lacked a narrative thread to keep readers engaged. Our overhaul provides a less cluttered and more purposeful layout, and uses color-coding, headlines, callouts, and clear section breaks to move the reader through the report’s story and to information that matters most to them. Each page of the pdf contains a “home” button to bring the reader back to the table of contents so that they can navigate to the sections that interest them.