- Photo Composition
- Responsive Web design
- UX/UI Design & Strategy
- Information Architecture
Project Goal: Caterpillar is the world's largest construction equipment manufacturer. Most of their sales come from their website. They wanted to completely redesign the site to be fully responsive, and provide an inspiring, helpful and simple experience.
Approach: I had the pleasure of leading the UX strategy, design and testing for the project. I collaborated with designers and developers at SapientRazorfish, as well as Cat designers. I created wireframes and interactive prototypes which were tested with users to validate the experience flow, and new sorting and filtering structure. I created high-definition designs which were meant to showcase their very impressive machines, their specs, and focus on the type of application in order to expedite the discovery and checkout process for users.
Solution: A fully-responsive website which uses their brand colors to add a personalized feel for long-time customers, and action-packed, inspirational imagery to inspire new ones. The new filter-based category navigation provides a two-click path to the product page, no matter where they are on the site.