NBT (New Biotechnology Ltd) is Israel's leading provider and integrator of laboratory instrumentation for neuroscience research. For over 30 years, they've served hundreds of labs across universities, hospitals, and biotech companies - from EEG and fNIRS systems to animal behavior research equipment and biomechanics.
Nadav, NBT's CEO, came to our office because he wanted to meet the people before making a decision. He had two problems: a 30-year-old logo with no meaning behind it, and a website that simply wasn't working - not for users, and not for him as a manager. He chose to start with branding as a first step, to get to know us and test whether he trusted us enough before committing to the bigger project - full UX strategy and website development from scratch.
When we asked Nadav what the NBT logo represented, the answer was clear: nothing. It was created over 30 years ago when his father ran the company, and no one had thought to change it since. Visually, it was an icon of circles above squares - graphic shapes with no connection to the scientific research world the company serves.
But Nadav had a real dilemma: NBT is the leading brand in its field in Israel. Their clients - researchers, lab directors, procurement managers at universities - recognize and remember the logo. That kind of recognition takes years to build, and Nadav was worried a rebrand would damage it.
Our solution was to work with the same graphic elements - the circles and squares - but transform them into a single cohesive shape that carries meaning. The new icon uses those same basic components, but now they form an elegant visual of connectivity between neurons and electrodes - the exact world NBT's clients live and work in every day. The typeface was refreshed to something more modern but similar enough to the original, and the color palette was kept in the same range to maintain continuity.
We didn't stop at the logo. We built NBT a complete brand language that translates to every touchpoint - from documents and presentations to a booth at the National Brain Research Conference, where NBT stood out as the most distinctive booth at the event.
After seeing the branding results, Nadav trusted us enough to take on the project he'd been dreading - replacing the website. He'd already invested heavily in the old site, requesting fix after fix from the previous agency, but nothing helped. Users simply weren't using the site the way it was intended.
The first thing we did in the UX strategy process was analyze the old site's Google Analytics. What we found confirmed the gut feeling: almost no one was using the complex navigation that had been built. The mega-menu with 30 unstyled links, the elaborate navigation paths through categories and subcategories, even the search bar on the homepage - all went virtually unused. Most visitors arrived directly from Google to a specific product page, and those who landed on the homepage simply gave up trying to find what they were looking for.
The core problem was that the old site did everything to "help" users with sophisticated filtering options, but in practice offered no simple way to reach the products page. Every path led to pre-filtered results, and to see the full catalog a user had to find a hidden clear-filters button. On top of that, the catalog displayed just one product per row with a long description paragraph - meaning only two products were visible at any given time while scrolling.
We built a homepage that opens with a visual hero that immediately explains who NBT is, featuring a product-in-use image, a clear headline and paragraph, and within it a smart search bar: next to it, an "All Products" button that leads straight to the full catalog. When a user starts typing, the button automatically switches to "Search" and its behavior changes accordingly. Below the hero - beautiful category cards with Lottie animations illustrating each research domain, clicking through directly to filtered products with no unnecessary intermediate page.
On the catalog page itself, we built a real-time filtering system - every keystroke in the search and every checkbox selection instantly updates the product list, with no need to click a search button. Filter options are organized in clean accordions that don't overwhelm the user with choices they don't need at that moment.
For the product page, we built NBT a modular component system. Nadav can create content blocks of different types and arrange them in whatever order fits the specific product, with a tab structure: product description, technical specifications, gallery, downloadable guides, Google Scholar links, and FAQ. We also connected Claude to Webflow for Nadav - so he can take product materials from any supplier, in any format, and upload them to the site quickly and easily in the modular structure we built.
Today Nadav manages a website that works for him, not against him. The catalog is far more complete than before - products that used to be stuck with placeholder content are now fully presented, and the product count keeps growing because it's finally easy for Nadav to add new products without breaking anything.
The numbers tell the story: average session duration increased by 137%, and organic traffic reached 2,500 visits in the last six weeks compared to an average of roughly 1,500 for the same period with the old site. Users arrive, stay, and find what they're looking for.
The NBT project is a precise example of how we work: the branding built trust, the UX strategy uncovered the real problems, and the website solved them. Sometimes the client knows something isn't working but can't pinpoint what - and our job is to figure that out, not just make things look good.
.svg)
