Redesigning the Product Experience for Cat.com

Situation

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Cat.com’s product experience was outdated and riddled with many user experience challenges due to ad-hoc enhancements.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.

Project At-A-Glance

GOALS

Increase attributable sales

Increase quote requests

Increase on-page engagement

 

ScOPE

1M + visitors / mo

110+ product families

140K+ product pages

10+ industries

24 langage/locales

30K+ products

TEAM

18+ business stakeholders

10+ content creators

15+ design team members

20+ developers

4+ technology teams

4+ agency partners

Key Challenges

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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

TECHNOLOGY CHALLENGES

Significant UX and technical debt

Limited data connectivity and integration 

Siloed technology teams with independent product releases.

CONTENT CHALLENGES

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

Improvement Opportunities

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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.

Actions

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.  

Results

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. 

KEY PAGES

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. 

Product Class Product Family Product Details
Equipment Live Page Live Page Live Page
Power Systems Live Page Live Page Live Page
Attachments Live Page Live Page Live Page
Technology Live Page Live Page Live Page

RELATED PAGES

  • 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. 

RETIRED PAGE

Here is a snapshot of the retired product page.

SITUATION

ACTION

RESULTS

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