Surgent Case Study

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Building brand authority, one market at a time

Surgent

industries

Finance
Technology

deliverables

Research & Strategy
Ecommerce Website
Design System
Content

Surgent, a leader in accounting and finance education, offers a myriad of brands and products. Overhauling the online presence of this evolving brand family increased conversions and brand authority — and paved the way for a long-term partnership.

Problem

To tap into new markets and grow existing ones (including B2B, B2C, and B2E), Surgent needed to align its family of brands. This meant making sense of a complex product portfolio, nuanced user journeys, and diverse stakeholder needs.

Strategy

We leveraged Surgent’s parent brand equity to give credibility to lesser known sub-brands, creating a halo effect. This helped Surgent tell a bigger brand story and create continuity across the portfolio.

Solution

We overhauled the information architecture and product strategy to streamline the user experience. And built a design system that allows Surgent to scale its web presence, consistently.

Leveraging Surgent’s brand system, we created a modular design system that could be used across multiple websites, allowing Surgent’s online presence to grow with its portfolio. We also optimized the website to meet compliance and accessibility standards.

Improved wayfinding

Nesting high-level product overviews within the navigation and creating secondary paths to products help audiences self identify, regardless of where they are in the user journey.

Tailored touchpoints

Contextual content and calls to action turn every page into a micro-experience. This allows Surgent to surface product-specific resources, guides, and actions where they matter most.

The overhaul of surgent.com built a trusted relationship between Boldworld and Surgent's leadership team. As new brands and products are acquired, we work together to bring them into the ecosystem — using the same building blocks we put in place for this project.

Building brand authority, one market at a time

Problem

Strategy

Solution

a systemized approach

mind the details

Improved wayfinding

Tailored touchpoints

Making a memorable mark