DESIGNING A USER-CENTERED
WEB EXPERIENCE
DRIVEN BY CONTENT
GE Water Site Design Case Study
SUMMARY
Centerline Digital partnered with GE Water & Process
Technologies to design a content-driven website.
Our goals we...
THE CHALLENGES
We faced three primary challenges
at the start of the project.
1
Migrating and gleaning
content hosted on a...
2
Integrating an extensive
document library that needed new
guided marketing context and
lead generation opportunities
THE...
3Unifying a disjointed web
experience that bounced users
across multiple sites
THE CHALLENGES
We faced three primary chall...
USER RESEARCH
Stakeholder and user
interviews to glean key
insights and craft
user personas
a
AUDITING &
INFORMATION ARCHI...
a. USER RESEARCH
We conducted 25 interviews with GE customers, stakeholders and
distributors, then synthesized our findings...
a. USER RESEARCH
Personas serve as strategic touchstones throughout the design
and content creation lifecycle, always keep...
b. AUDITING & INFORMATION ARCHITECTURE
Next, we conducted a content and architecture audit, then mapped
GE’s existing cont...
b. AUDITING & INFORMATION ARCHITECTURE
The hierarchy of content shapes how users consume positioning and
product messaging...
c. CONTENT & UX STRATEGY
Based on our research and personas, Centerline defined the information
needed on each page of the ...
c. CONTENT & UX STRATEGY
An applied content & UX strategy means every piece of content
serves a distinct purpose, and the ...
d. DESIGN
Finally, Centerline created a suite of design templates:
a culmination of applied research, content
strategy and...
d. DESIGN
The branding of an interface greatly influences how users perceive
the credibility of the messages contained with...
RESULTS
A simplified user experience that seamlessly
guides users to solutions and products
Fully integrated content from ...
RESULTS
...which resulted in:
1
2
3
increase in new, qualified leads per month
new deals added to the sales pipeline per m...
Visit Site >>
gewater.com
Client Team: GE Water & Process Technologies
Steve Pepe, Director of Digital Marketing
Yesh Desai, IT Program Manager
Patr...
+ centerline.net
+ twitter.com/centerline
+ instagram.com/centerline.net
+ facebook.com/centerline.net
Let’s connect:
Than...
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Ge Water Process Technologies Website - Case Study - Centerline Digital

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GE Water Site Re-Design. GE partnered with Centerline to do a complete user-centered redesign of their Water & Process Technologies’ website. The previous site was not geared toward new customers, lacked a demand gen component, and presented the visitor with a disjointed experience that spanned multiple digital properties. Through in-depth user research, stakeholder interviews, a comprehensive information architecture, extensive content planning, wireframe creation, and visual design, Centerline was able to create a site that provided GE with a seamless online experience that surfaced the right information to the right audience and could more successfully drive leads.

Quantifiable Results. GE Water & Process Technologies’ new website resulted in an average of 250 warm inbound leads per month (up from zero prior to site launch), 60,000 visitors per month, and 134 new deals in the pipeline per month. This redesign lead to an overall 7-digit return for GE Water & Process Technologies.  

The process included: Research and User Interviews, Persona Creation, Information Architecture, User Experience Planning, Design and QA.

Published in: Marketing, Technology, Business

Ge Water Process Technologies Website - Case Study - Centerline Digital

  1. 1. DESIGNING A USER-CENTERED WEB EXPERIENCE DRIVEN BY CONTENT GE Water Site Design Case Study
  2. 2. SUMMARY Centerline Digital partnered with GE Water & Process Technologies to design a content-driven website. Our goals were to simplify how users surface relevant content and design paths to lead generation. The project included user research, an extensive content audit, restructured architecture, holistic content strategy and a flexible, responsive design layout. The new site drove an approximate 200% increase in inbound leads per month. Visit Site >>
  3. 3. THE CHALLENGES We faced three primary challenges at the start of the project. 1 Migrating and gleaning content hosted on a parent site that housed content from multiple divisions
  4. 4. 2 Integrating an extensive document library that needed new guided marketing context and lead generation opportunities THE CHALLENGES We faced three primary challenges at the start of the project.
  5. 5. 3Unifying a disjointed web experience that bounced users across multiple sites THE CHALLENGES We faced three primary challenges at the start of the project.
  6. 6. USER RESEARCH Stakeholder and user interviews to glean key insights and craft user personas a AUDITING & INFORMATION ARCHITECTURE b WHAT WE DID Product portfolio audit, content audit and analytics review to craft a re-envisioned site architecture CONTENT & UX STRATEGY c DESIGN Final delivery of design templates, style guide and development specs for implementation d Creation of user flows and a content strategy to demystify choice and cultivate lead generating opportunities
  7. 7. a. USER RESEARCH We conducted 25 interviews with GE customers, stakeholders and distributors, then synthesized our findings into four user personas that helped guide the site architecture and content strategy. Gain a deep understanding of user habits, needs and propensities to build a clear picture of the environment influencing the buyer’s journey GOAL PROCESS Gain a deep understanding of user habits, needs and propensities to build a clear picture of the environment influencing the buyer’s journey Crafted customized discussion guides based on secondary research and audience segmentation 1 Facilitated interviews to gain a deep understanding of existing perception/usability barriers and how users consume information 2 Synthesized marketing goals in the context of user data, bringing research to life through persona creation 3
  8. 8. a. USER RESEARCH Personas serve as strategic touchstones throughout the design and content creation lifecycle, always keeping users at the center of our process.
  9. 9. b. AUDITING & INFORMATION ARCHITECTURE Next, we conducted a content and architecture audit, then mapped GE’s existing content to their product portfolio, revealing gaps and obstacles in how users access critical content. Build a navigational structure that seamlessly guides users to the information they need, quickly and easily GOAL PROCESS Gain a deep understanding of user habits, needs and propensities to build a clear picture of the environment influencing the buyer’s journey Conducted a content audit to understand depth and breadth of information 1 Performed analytics analysis to understand existing paths through content and vet consumption patterns against interview findings 2 Conducted site architecture audit to identify gaps and dependencies in structure and web narrative 3 Mapped a new site architecture based on personas, analytics data and marketing goals 4
  10. 10. b. AUDITING & INFORMATION ARCHITECTURE The hierarchy of content shapes how users consume positioning and product messaging, thus influencing how they unfold a brand’s value.
  11. 11. c. CONTENT & UX STRATEGY Based on our research and personas, Centerline defined the information needed on each page of the site, then designed the experience framework to guide users through the content. Design intuitive user paths through content to capture audiences at various stages in the buyer’s journey, from awareness to purchase GOAL PROCESS Gain a deep understanding of user habits, needs and propensities to build a clear picture of the environment influencing the buyer’s journey Defined user goals and communication needs for each unique design template, then for each piece of content 1 Designed interface wireframes that incorporated user needs, content logic, usability best practices and marketing objectives 2 Wrote detailed development and interaction design specs to assist our client in managing a third-party development firm 3
  12. 12. c. CONTENT & UX STRATEGY An applied content & UX strategy means every piece of content serves a distinct purpose, and the design of an interface remains subservient to user needs and content goals.
  13. 13. d. DESIGN Finally, Centerline created a suite of design templates: a culmination of applied research, content strategy and GE branding. Create a vehicle of credibility for the GE brand through a polished, accessible interface with an intuitive content structure GOAL PROCESS Gain a deep understanding of user habits, needs and propensities to build a clear picture of the environment influencing the buyer’s journey Became immersed in client’s brand and design requirements 1 Brought wireframes to life with visual design and iconography 2 Created a style guide to augment client’s existing brand guidelines, ensuring brand consistency as the site grows over time 3
  14. 14. d. DESIGN The branding of an interface greatly influences how users perceive the credibility of the messages contained within it.
  15. 15. RESULTS A simplified user experience that seamlessly guides users to solutions and products Fully integrated content from the GE parent site and information library, along with appropriate context to guide users along an exploratory path The newly launched site includes: Carefully placed and non-intrusive lead generation opportunities 1 2 3
  16. 16. RESULTS ...which resulted in: 1 2 3 increase in new, qualified leads per month new deals added to the sales pipeline per month Resulting in an overall return 58% 25 7-digit
  17. 17. Visit Site >> gewater.com
  18. 18. Client Team: GE Water & Process Technologies Steve Pepe, Director of Digital Marketing Yesh Desai, IT Program Manager Patricia Garofalo, Global Communications Leader Centerline Team: Nora Jones, Executive Project Manager Cait Vlastakis Smith, Sr. UX & Content Strategist Kristen Collosso, Interactive Designer Meryn Thunen, Project Coordinator Project Team
  19. 19. + centerline.net + twitter.com/centerline + instagram.com/centerline.net + facebook.com/centerline.net Let’s connect: Thank you!
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