// Case study
TubeWriter
UX/UI Design Web Development
TubeWriter manufactures automated labeling systems that print directly onto laboratory tubes, vials, and labware — eliminating the need for stickers, markers, and handwritten labels. Their systems are trusted by scientists at some of the world’s biggest labs, including Merck, Moderna, and Pfizer.
TubeWriter had a product that the world’s top labs relied on, but their website didn’t reflect that. The existing site was built on a dated template with a generic blue-and-white layout, stock-feeling imagery, and a structure that buried key product information. For a company selling precision instruments to discerning buyers, the site’s lack of polish was a liability — it didn’t communicate the sophistication of what TubeWriter actually built.
Product pages read more like spec sheets than sales tools, with no clear visual hierarchy, weak calls-to-action, and a layout that made it difficult for prospects to understand what set TubeWriter apart. The homepage lacked a compelling narrative and failed to showcase the breadth of their labeling capabilities.
Digital Elevator partnered with TubeWriter to completely reimagine their web presence from the ground up.
We moved away from the outdated blue-and-white template toward a bold, dark-themed design that immediately signals authority and technical sophistication. The new aesthetic puts the product front and center with high-quality imagery, cinematic product photography, and a layout that gives the hardware the visual weight it deserves.
The new homepage leads with a clear, confident message — “Any Tube. Any Vial. Any Labware.” — paired with prominent social proof from trusted brands. We introduced structured sections that walk visitors through the product lineup, key differentiators, and a video demonstration, making the path from curiosity to conversion intuitive.
The product pages were rebuilt as immersive experiences rather than flat spec lists. Each page now features environment shots, feature breakdowns with clear benefit statements, a dedicated “Fast Mode” highlight, and a specifications section that’s scannable without sacrificing detail. The layout guides technical buyers through the information they need while maintaining strong visual appeal.
Digital Elevator took our website from the stone age to the modern age. They listened to our goals, asked a lot of questions, and came up with unique ideas and concepts for the redesign of our site. The feedback has been amazing and I look forward to additional projects with them.
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