OpenView Labs Unveils Revamped Website to Build on Its Mission of Helping Companies Scale Smarter

The future-forward website is the result of a collective effort by OpenView and NorthPoint Digital, a leading provider of web design, development, and web experience management platform services. WhatArmy, a web help desk and support team for growth-focused marketing teams, also helped OpenView make a smooth transition to the new site design.

According to Rebecca Churt, who led the redesign for OpenView, the motivation to overhaul the site was driven by five key user experience objectives: Better content flow, clearer line-of-sight into authors and contributors, easier-to-access categories and sub-categories, more responsive design, and improved site search. Thanks to the collaboration with NorthPoint Digital and WhatArmy — along with UX testing help from UserTesting — Churt said OpenView has accomplished all of those things.

“The OpenView Labs mission remains unchanged,” said Churt. “What has changed, however, is our ability to deliver even more relevant, actionable content to our audience of expansion-stage B2B entrepreneurs, executives, and operators. The new site delivers the same level of content quality our visitors have come to expect — but in a much cleaner, more dynamic package.”

OpenView first approached NorthPoint Digital in late 2014 with the goal of designing and developing a site that was clean, bold, and capable of presenting content in a more modern style. NorthPoint Digital delivered, making it easier than ever for entrepreneurs and executives to find, access, and consume OpenView’s robust library of actionable sales, marketing, recruiting, product development, and finance thought leadership.

“We were proud to partner with our client, OpenView Venture Partners, and help take their site from having a traditional design experience to becoming a contemporary expression of the firm’s forward-thinking influence and thought leadership. “We gave the new site a stronger user experience while amplifying OpenView’s content and rich editorial community,” Richard Pasqua, Creative Director, NorthPoint Digital.

About OpenView Labs
OpenView Venture Partners is an expansion-stage venture capital firm based in Boston that invests exclusively in B2B software companies. In addition to its investment team, OpenView also has a dedicated team of 15 consultants who work with its portfolio companies to help them scale faster and more efficiently than competitors ( Founded in 2006, the firm invests globally and has nearly $700 million in total capital under management.

About NorthPoint Digital
NorthPoint Digital delivers highly scalable technology and design solutions to transform user experiences in an evolving digital landscape. Founded in 2003, NorthPoint Digital has deep roots in web content management, experience design, system integrations and migrations, and has helped Fortune 500 companies deploy multi-channel, multi-faceted experiences.

NorthPoint Digital’s extensive knowledge stretches across various technical tools, integration points, frameworks, databases, languages, and business drivers – providing a unique perspective and great depth for all client engagements. Visit to learn how they help organizations drive results digitally.