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Cytokinetics Case Study

Cytokinetics: where heart meets science

Storytelling takes center stage in this TITAN Health Gold Award winning website redesign.

Branding Exercise

As part of the company’s effort to refresh and update its online messaging, Cytokinetics brought on The Experience Design Studio to create a new corporate website (and intranet) that communicates the company’s innovative science, dedication to patients, and its 25 years of outstanding company culture. We began the project by creating a new campaign – “25 Years, One Mission” – as the basis for the redesign and core communication direction. The campaign centers on featuring the patients that Cytokinetics is focused on helping, and the employees that are making it happen. Through a series of photoshoots, we captured employees and patients who are featured throughout the new website, allowing Cytokinetics to let patients and employees convey their commitment to science and dedication to patients.

Branding Exercise

As part of the company’s effort to refresh and update its online messaging, Cytokinetics brought on The Experience Design Studio to create a new corporate website (and intranet) that communicates the company’s innovative science, dedication to patients, and its 25 years of outstanding company culture. We began the project by creating a new campaign – “25 Years, One Mission” – as the basis for the redesign and core communication direction. The campaign centers on featuring the patients that Cytokinetics is focused on helping, and the employees that are making it happen. Through a series of photoshoots, we captured employees and patients who are featured throughout the new website, allowing Cytokinetics to let patients and employees convey their commitment to science and dedication to patients.

Titan Health Awards logo

Cytokinetics website displayed on an ipad
Cytokinetics website displayed on a laptop sitting on a desk

Re-Design Priorities

With a re-worked site architecture, we created a story-like experience that encourages users to navigate through the content seamlessly. Some additional optimizations include:

  • Employed strategic calls-to-action and intentional linking to facilitate a smoother user journey.
  • Optimized the Medicines & Research section content architecture, improving the user experience between the pipeline, clinical studies & medicines. The addition of landing pages for medicines and research improved navigation and user experience.
  • Introduced a Corporate Responsibility content section that highlights the company’s grants and giving initiatives.

Design Approach

Our design team focused on updating and modernizing the visual elements of the website along with the overall user experience, keeping the branding on the parallel intranet refresh in mind for cohesion. We introduced a dynamic design style throughout the site via animation and movement, and created unique typography styling that was carried into statistic graphics for disease state education pages. Additionally, WCAG 2.0 accessibility was prioritized from the start to ensure an inclusive experience for all users. Our focus was to capture visitors’ attention from the start with magnetic photography, bold graphics and animations. Since launching, the homepage hero slider has received high interaction, showcasing the value of storytelling.

Screenshots of the Cytokinetics website