Problem Statement

The customer experience journey for online users was fragmented and a lack of clear wayfinding made it difficult to navigate successfully within the ecosystem. Customers looking to learn about Cat's products, browse and shop machines and attachments online, or find and purchase parts, may visit up to 4 different Cat properties.

Hypothesis

If we identify opportunities for improvment and focus on quick wins, by making key incremental changes based on what's valueable to the customer, we can elevate the wayfinding experience and create a more unified ecosystem.

Biggest Challenge

The biggest challenge is involving the correct stakeholders in charge of each part of the experience. Each department has a team with priorities so definition of the 'why' and the value to customers has to be communicated in a clear and concise way so a decision can be made quickly on when/how a solution can be implemented.

We address this challenge by targeting key parts of the experience and validating our solutions with users. This allows key stakeholders to quickly grasp the value of the work and keeps the commitment of resources and budget clear.

Identify opportunities for improvment and key incremental changes based on what's valueable to the customer

Mapping the ecosystem and the primary path through the various experiences.

Detailed mapping of the various customer journeys and identifying friction points and quick win opportunities.

On site usability testing with actual machine owner/operators.

Virtual usability testing with machine owner/operators.

A snippit from a report communicating key feedback and validation (or invalidation) of usability testing hypothesis.