project completed while employed at Vervint
What was the problem?
Cat.com receives over 30k visits per day. CatFinancial.com was averaging under 2k. The leadership at CatFi wanted to cast a wider net to potential customers by moving their content to cat.com. In the process, they also wanted to eliminate the “junk drawer” that catfinancial.com had become.
Our design work started with a workshop to build a “hub” page. We collaborated with the Cat Financial digital marketing team to prioritize what elements were important on their landing page on Cat.com. Our work style was progressively iterative - each round of concepts building on the learnings from the previous round.
We then tested our first round at tradeshows with quick access to existing and potential customers.
We asked users to card sort the 5 most important tasks to accomplish when visiting Cat Financial’s landing page on cat.com. We also tested our hub page concepts to gain insights.
We also developed a Content Philosophy Playbook to guide content creation.
outcomes
Higher page visits: The finance pages of Cat.com receive approximately 3-5k visits per day
Eliminate the Junk drawer: Cat Financial page count was reduced from 192 pages down to 39 pages
Delivered a clear, actionable Content Philosophy playbook to guide content creation and curation
Recommended a regional content approach to deliver timely, relevant content to precise markets
