Reinventing a Manufacturer’s Website

Situation

An equipment manufacturing company wanted to redevelop its website from the ground up.

Engagement

To inform this process we conducted ethnographic and web-based interviews with a variety of customers. We learned how they use technology, the strengths and weaknesses of the current site, best practices from competitors’ sites and apps, and the role of dealers’ stores and digital offerings in the purchase process.ess.

Results

The overall findings, including specific user experience insights, allowed the company to develop a new site and apps that both streamline the purchase process and inform purchase decision-making on items ranging from heavy equipment to parts.