Biopharmacist UCB wanted a website which addressed different types of users in the right way. All these users had to be able to find specific information quickly and easily. Furthermore, UCB wanted these users to be able to contact each other and the organisation.
Edenspiekermann developed, in record time, a site with 4 different parts: for Patients, Partners, Investors and Jobseekers. Employees speak to the visitor directly in short videos. Patients contact UCB and other patients directly via the site. And, in a special section, those looking for work can log on and view vacancies which are suitable for them.
UCB is a Belgian stock exchange-noted company specialising in the development of medicines against such diseases as Parkinson's disease, allergic and rheumatic conditions. It has developed in recent years from a chemical company towards biopharmacy. The new website suits this new identity better.
Edenspiekermann has not only worked on the interactive design but also helped with the content. How do you translate business objectives into a website? Who is your target group and what are their information needs? Which applications are required?
Four ‘communities’ serve the various site visitors directly. Information is found much more quickly than before and furthermore, it is more focused on what the user is looking for. For example, an investor has immediate access to share prices and financial publications.
Through the innovative use of photography and video a visit to the site is a pleasant experience. The jobseekers’ section gives the floor to employees around the world. They explain through brief films what it means to work for an international business. Prior research has shown that 25% of the visitors to the site are interested in UCB as an employer. They can also create an account in order to apply for jobs straight away. Every time someone logs on, it checks whether new suitable vacancies are available.
The site was created in a record time of four months. It was launched on the day that UCB merged with a large pharmaceutical company from Germany.
Since the site was delivered, UCB has been able to build up a large database of jobseekers.
The UCB global website won an Official Honouree distinction in the Webby Awards 2008 and received two nominations for the European Excellence Awards 2007.
