Bento was created out of the subscription technology that meal-kit delivery service Gousto has developed over the last 10 years.
Opening a new service-line, they now licence their tech and expertise to companies that want to scale-up their subscription business, providing them with the platform and tools needed to boost sales and surpass KPIs.
The Gousto / Bento team asked for our help in making them stand out in a crowded SaaS market and attract prospective customers and employees with a benefit-led, innovative and dynamic website.
We defined an experience that speaks directly to the needs of potential customers in the SaaS marketplace.
When extending the Bento brand into a design system, we used typography, colour and animations expressively to make it stand out across digital touch points.
The structure, content and design ensures that users can easily understand the new type of service Bento offers, and how the complex technology can benefit their business.
“Pattrn helped us express our business proposition and product offering in a clear and engaging experience that resonates with our target audience. They worked collaboratively and flexibly to deliver a fantastic web experience that generates productive leads.”
Using the jobs to be done framework, alongside mapping hopes and fears, we worked with Bento leadership to collaboratively refine their business proposition for digital presentation. We helped clarify the benefits of the technology and pinpoint what would attract potential customers.
Based on the customer and business needs, we created a detailed content matrix, sitemap and website wireframes. We collaborated closely with the Bento team to assist in writing content and creating visual assets that would convey the product benefits clearly.
Working closely with the Bento brand team, we developed the brand so it worked in digital application. This included creating design principles and collaborating on moodboards, as well as defining typography, colours, interaction language and graphic styles. We used a mobile-first approach to ensure all digital touch points were considered.
Utilised the results of an extensive SaaS competitor landscape analysis, mood boards and customer profile mapping. We were able to create a benefits led responsive website that prioritised lead generation at all times.
Working directly with the brand team at Bento, we defined a design system that integrates interaction animation design and visual assets. The modular nature of the system allows for easy creation of new pages and content. The 17 page website was created using approximately 20 reusable modules.
The site needed to be flexible as the business was continually refining their product and service offering, for this reason we used Webflow to develop and manage the website. Webflow enables Bento to manage content and pages without the need for further design and development support.
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