Humana.com Redesign

How might we re-invision Cat.com to make it easier to purchase equipment and parts?

 

Site

Cat.com

Timeline

2013

Team

Razorfish

 

Summary

A small agency team of user experience and development pros creates a design system that pulls together multiple separate web properties into one cohesive, streamlined responsive site that improves the customer experience and brings a new brand to life.

 
 

How’d we do it?

 

The Team

Account Director
Experience Lead
Creative Director
Content Strategy Lead
Technical Architect
Project Manager

Senior Art Director
2 Interaction Designers
4 UX Designers
1 Writer
3 Front End Engineers
1 Back End Engineer

The Problem

With over 5,400 products, Cat is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial turbines and diesel-electric locomotives. They make the highly-engineered, heavy equipment that folks use when then want to get 'er done.

Cat.com was last designed in 2004. Since then, the site had become a fractured mix of independent web properties. Cat leadership wanted to improve the site experience to better meet business, customer and brand goals by increasing lead gen, bringing the brand value prop to life and to improve the customer experience.

Target User: Purchasers of heavy equipment for construction, logging and mining and current owners
Secondary Users: Cat dealers and salespeople

The Users

The Process

Working in an agile, design-to-build format, I collaborated with user experience, content and technology leads to create an engaging and intuitive, user-centered experience on a Bootstrap platform. Using a “Mobile First” strategy, I directed the team of designers to create the initial concepts and then led the team through the fast-paced detailed design/production phase. Working side-by-side with the engineering team, we prototyped and fine-tuned the look and feel of the design system’s templates, modules and elements on the fly. As the system came together, I supported the creation of a detailed build book for the internal Cat marketing team.

The Solution

  • Atomic design system

  • Build Book

  • New site

  • Built on a new platform 

  • Extended templates for dealer sites and marketing landing pages

The Learnings

  • Cat owners are fanatical.

  • Cat machines are a huge upfront expense, but a good long term investment.

  • Spare parts sales is a major revenue generator

  • Migrating content from multiple disparate sites means there are always exceptions to templates.