In 2017, Cat Rental Store decided to revamp their web experience due to the following challenges:
- Lead generation – The primary goal of the site was to generate leads for dealers. Given the fast-paced nature of the rental market, it was critical to provide the right information to dealers quickly.
- Information architecture – The content needed to be better organized so that users could search by task and job site. Additionally, product categories needed to be adjusted to reflect customer language rather than the corporate business structure.
- Design – The design needed to be modernized.
- Technology – The site needed to be built on an independent code base to offer more design flexibility and fewer functional constraints.
While an independent agency team managed the discovery, design, and development of the new platform, I worked closely with the group to create site architecture, ensure alignment with Cat standards, and provide UX consultation.
A newly designed Cat Rental Store site launched in early 2017 can be found here:
Note: This screenshot was captured in 2020. It includes some newer elements that were not a part of the original launch.