Situation
In 2017, Cat Rental Store decided to revamp their web experience due to several challenges. The primary goal was to generate leads for dealers, crucial in the fast-paced rental market. The content needed better organization to allow users to search by task and job site, and product categories had to reflect customer language rather than the corporate structure. Additionally, the site design required modernization, and the technology needed an independent code base for greater design flexibility and fewer functional constraints.
Action
- Collaboration with Agency Team: Worked closely with an independent agency team that managed the discovery, design, and development of the new platform.
- Site Architecture: Provided guidance to define the site architecture to ensure it met user needs and business goals.
- Alignment with Standards: Ensured alignment with Caterpillar’s standards throughout the redesign process.
- UX Consultation: Provided continuous UX consultation to optimize user experience and functionality.
Results
Results and Impact This initiative not only addressed the immediate challenges but also laid a foundation for future enhancements. Results include:
- Enhanced Lead Generation: Improved site structure and user flow to better support lead generation for dealers.
- Improved Information Architecture: Organized content to allow users to search effectively by task and job site.
- Modernized Design: Updated the design to be more user-friendly and visually appealing.
- Increased Technological Flexibility: Built the site on an independent code base, providing greater design flexibility and reducing functional constraints.
A newly designed Cat Rental Store site launched in early 2017. Note: The provided screenshot, captured in 2020, includes newer elements that were not part of the original launch.
Note: This screenshot was captured in 2020. It includes some newer elements that were not a part of the original launch.