For many companies, the product page is where a sale is made (or lost).
Cat.com’s product experience was outdated and riddled with many user experience challenges due to ad-hoc enhancements. It was no longer meeting user or business needs and needed to be revamped.
I led the transformation of these product pages, serving a dual role as a program leader and lead UX strategist.
In December 2019, the new Cat.com product catalog was launched on 100K+ pages after 2 years of research, design, and development work.
Increase attributable sales
Increase quote requests
Increase on-page engagement
1M + visitors / mo
110+ product families
140K+ product pages
18+ business stakeholders
10+ content creators
15+ design team members
4+ technology teams
4+ agency partners
CROSS - CHANNEL CHALLENGES
Subsidiary sites shared a template and codebase
Integrations with downstream systems needed to be modified
Some Dealer sites leveraged product feeds and templates
Non-product offerings on other sites needed to be integrated
Both B2B vs. B2C products on other sites had to be connected
Significant UX and technical debt
Limited data connectivity and integration
Siloed technology teams with independent product releases.
Product taxonomies were not centrally governed
Each business/ product group where in different stages of content readiness
A new eCommerce conversion path had to be introduced
Care had to be taken to ensure that SEO was not disrupted
Each business/product group had varied content needs
Pages were missing opportunities to engage early stage targets.
Primary conversions for the page were hidden.
The pages were stark and uninspiring. Not much more than a product encyclopedia or library.
There was no great way to add supplementary content that supported the product’s value proposition.
Promotions and offers were not well integrated.
Elements that aid with product selection and navigation were hidden or not functioning well.
Product pages account for 70% of the Cat.com experience (140,000 pages) and a significant portion of lead generation. Because of this wide-ranging impact and business significance, this effort involved extensive research and stakeholder collaboration well in advance of strategy and design. Additionally, the design needed to scale across 30K products, which were all very different. This introduced complexity which made designing the experience more challenging.
Implementing changes to the product experience would impact multiple customer segments, business units, product groups, regions, technology teams, dealers, and agency teams. So that we could make decisions that had the least amount of disruption, I spent time ahead of the official project launch gathering information.
Conducting Impact Analysis
I documented all of the needs, goals, and challenges of everyone involved in this effort, along with potential impacts of making changes.
I gathered insights from stakeholder interviews, customer research, and site analytics to understand opportunities.
Documenting Technical Architecture & Constraints
I collaborated heavily with development teams to understand the technical architecture and system constraints.
Documented As-Is and To-Be Requirements
For each page, I developed cursory wireframes, outlined functional needs, and documented content requirements. This varied across products, regions, and business units.
The links below are a representative set of those within the new Product Experience. The design was applied to more than 100K pages within the Cat.com catalogue as well as dealers sites and other sites on the network.
The product catalog featured several product classes, each of which had slight variations in content and design. Further, content by region (not displayed here) varied.
- Class Page – This is a landing page accessible via the main navigation. It includes links to all product classes and serves as a gateway to ever product within the catalog.
- Attachment Solutions – This is a special landing page for this group. In some instances, this audience may search by attachment type, but in many instances, they are searching by industry. This page was developed to provide tighter integration between industry and products.
- Parts – Parts are sold through a different platform, but often users come to Cat.com as a primary destination. This landing page provides key parts and gets them over to the eCommerce platform where they can get more details.