Cat.com Redesign
How might we re-invision Cat.com to make it easier to purchase equipment and parts?
Overview
With over 5,400 products, Cat is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial turbines and diesel-electric locomotives. They make the highly-engineered, heavy equipment that folks use when then want to get 'er done.
Cat.com was last designed in 2004. In the meantime, the site had become a mix of a variety of independent web properties. Cat wanted to improve the site experience to better meet business, customer and brand goals by increasing lead gen, bringing the brand value prop to life and to improve the customer experience.
Process
Working in an agile, design-to-build format, I collaborated with user experience, content and technology leads to create an engaging and intuitive, user-centered experience on the Bootstrap platform (a responsive web design platform). Using a "Mobile First" strategy, I directed the team of four designers to create the initial concepts and then led the team through the fast-paced detailed design/production phase. Working side-by-side with the tech team, we prototyped and fine-tuned the look and feel of the design system's templates, modules and elements on the fly. As the system came together, I supported the creation of a detailed build book for the internal Cat marketing team.
Agency: Razorfish Role: Senior Art Director Deliverables: RWD website and build book
