Asymmetrica Labs

After an unexpectedly early launch on Bloomberg Business, Asym needed a new website. That grew to include other projects to widen the top of the funnel. Asym uses neuroscience to optimize the spaces between words. We transformed the messaging into easy-to-skim sections, pulled out and emphasized key points, and used interactions that demonstrated what Asym did.

Complete site refresh: Comparison of "BEFORE" and "AFTER" taglines. Installed tracking code for specific events in Google Analytics including button clicks & downloads.

Developed content with infographics including "Choosing the right metrics" — a series of posts plus a series of infographics. Also achieved publication on Medium.com.

Designed & coded interactions: Switch triggers soft-scroll. Overall metaphor for site was "optimization as easy as flipping a switch". Hover interactions on the homepage showed how the company optimized the spacing between words.

End goal: Investors and consumers understand the Asym benefit, like the brand, and use Asym. We doubled the Flesch-Kincaide reading ease score from 34.4 to 68.8.