NPS Prism Website Design

Project Overview

In 2023, Bain & Company launched NPS Prism: a CX benchmarking platform built to help companies understand how they stack up against competitors

To support the launch, they needed a brand-new website that would establish credibility, educate users, and drive demo requests.

Defining The Problem

NPS Prism was a new product with no website, no system, and no shared vision for the user experience.

To move forward, I worked across product, strategy, and marketing to define what the site needed to achieve:

• Build trust with an unfamiliar audience

• Clearly explain a complex product

• Drive demo requests 

I helped define the problem so we could solve it with clarity, structure, and intent.

My Role

Lead designer 

End-to-end strategy

Website structure and information architecture

Low fidelity prototyping 

UX flows

Design system

Design Solution

The final site introduces NPS Prism and their product, tells a story, showcases industries served, and guides users toward a goal.

Key outcomes:

• A modular design system that allows the site to grow

• Visual storytelling that balances Bain’s authority with Prism’s fresh identity.

• Clear, focused CTAs aligned to the sales journey.

Mapping the User Journey

The site was structured to match a clear buyer journey: 

Land → Understand → Explore → Act

Each page played a role building credibility, explaining value, and guiding users toward requesting a demo.