Pine Labs, 2019

Creating a website that is rich in thought-leadership content with a clean, minimalistic and global UI design.

Website & App Development Content Strategy UI and UX
By Rite Knowledge Labs India Private Limited
Client Brief

Pine Labs is a leader in the POS (fintech) space in India and Asia. It recently underwent a positioning and brand logo change and wanted to revamp its corporate website in line with its new merchant-focus and positioning.

In the new website, Pine Labs wanted to move away from its perception as Point of Sale (PoS) solutions company. Instead, it aimed to position itself an integrated payment technology solutions player focused on merchants.

The content had to position Pine Labs as an established, two-decade-old technology player in the payments space while also conveying its agility like a fintech startup.
Further, we also needed to emphasize Pine Labs' ability to solve the merchant's problems in a value-added manner.

Also, there was a cultural challenge of the team never having worked with an external agency. However, the factors such as scarcity of time and divergent approaches for the corporate website by the internal team led to them to engage Rite KnowledgeLabs for the website creation.

Idea

Rite KnowledgeLabs conducted a detailed peer benchmarking exercise to arrive at a content and design strategy to position Pine Labs as an industry leader and global fintech company.

 

Approach to Content

Rite KnowledgeLabs conducted a detailed peer benchmarking exercise to arrive at a content and design strategy to position Pine Labs as an industry leader and global fintech company.

We envisioned a website with in-depth content on the following 5C pillars:

 Culture (How Pine Labs wanted to be known)

 Customer (What Pine Labs was doing for the customer)

 Commitment (Pine Labs’ promise in the customer journey)

 Conscience (Pine Labs’ business beliefs of Integrity and ethics.

 Contribution (How Pine Labs’ was winning across its stakeholders)

 

Approach to Website Content Updation

The website's content management approach aimed at regularly updating thought-leadership content on the website, including blogs and merchant success stories.

As a part of this strategy, we developed in-depth merchant success stories to build a reason-to-believe for the website audience (https://www.pinelabs.com/merchants/success-stories) and blog write-ups to establish thought-leadership and engagement (https://www.pinelabs.com/blog). The Rite KnowledgeLabs team created the thought leadership content end-to-end right from ideation to customer interviews to content writing and design.

 

Approach to Design

The site architecture/structure of the website was designed to have a distinct focus on products, partners and developers in addition to the overarching focus on merchants. Hence, the primary navigation of the website has prominent and easy access to these sections.

A clean and minimalistic UI makes it easy for different stakeholders to find information quickly.

 

Approach to Project Execution

The project was divided into two parts. Pine Labs retained the responsibility of the last mile development kept in-house while the content writing and UI design was outsourced to us. Page-wise content in word documents and corresponding design jpegs were uploaded on a private link for feedback and collaboration.

Following review, the pages were taken up by the Pine Labs team for development. The developed pages were then passed through a Rite QC for design standardization and template guidelines.

Result

Rite KnowledgeLabs created a website that was rich in thought-leadership content with a clean, minimalistic and global UI design.

The complete website was delivered in a record timeframe of 90 days and went live in February 2019.

Client

Pine Labs

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