2. All You Have To Do Is Be Beloved, Or At Least Be Respected

4. Amazon
Caterpillar Accenture
Harley-Davidson Hershey’s Irrational Exuberance
JetBlue Dell
Toyota RIM (Blackberry)

6. Irrational Exuberance

10. Site Unveiled By C-Suite To 53,000+ Employees
CMO
CEO
CCO
CIO

11. Success Starts With A Customer-Friendly Site…

12. …That Engages And Delivers Commercial Value
Opening aperture to the site opens customer engagement and leads
Total USA Site Visits April 2012
11/23/2011 – 5/30/2012 Weekly USA Site Visits & Sales Inquiries
212,000
current year
previous year
site visits sales inquiries via gehealthcare.com
Global Roll-Out
Australia UK Brazil Canada India China
May June July July June June

13. We Used Simple, Visual Stories To Sell & Convince
“Why can’t our information be as easily accessible as on Google or Wikipedia?”
Demonstrated importance of visual storytelling; wireframes similar, but Porsche stands out

14. We Created A Business Case For Management
Healthcare Prof’s Embrace Digital Digital Lead Gen Drives Revenue
Digital Reaches Unseen Customers Digital Extends Selling Beyond 9 to 5

15. We Used VOC To Optimize User Experience & IA
Search Filters
Contact Info
Visual Results
Content Tabs
Visual Scanning
News
Related Info
Accordions

16. We Outlined Easy-To-Understand Project Plan
Mar Apr May Jun Jul Aug Sep Oct Nov
Research / Planning Design Development

17. We Outlined Achievable Goals
Improved External Search Optimized Design & Utility
Optimized Internal Search Enhanced Content Flexibility
English Content For Cloning True “One GEHC” Presence
In 10 months the site was redesigned, rebuilt & ready to deploy
• Touched, optimized, or re-created 1,300 pages of content
• Identified and developed new CMS (with blog-like content flexibility)
• Identified and incorporated new internal search engine technology
• Optimized for SEO / SEM

18. We Took A Major Step From Laggard To Leader

19. And Influenced An Updated Look For GE.com
GEHealthcare.com GE.com

20. Success Doesn’t Stop With The Site