In 2017, Cat Rental Store product owners decided to revamp their web experience, noting the following challenges:
- Lead generation – The sites primary goal was to generate leads for dealers. Customers make decisions fast in the rental market, so getting the right information into the right dealers hands as quickly as possible was critical.
- Information Architecture – Content needed to be better organized to allow users to search by task and job site. Also, product categories needed to be adjusted to represent 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 which would offer more design flexibility and less 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.
Note: This screenshot was captured in 2020. It includes some newer elements that were not a part of the original launch.