Staff Product Designer
Solar Turbines
Redesign
THE PROBLEM
To redesign the website using a pre-existing library of components and templates. Through SEO and content strategy, we wanted to optimize this journey for the audience of the Solar Turbines website.
UNDERSTANDING THE USER
CREDITS
Date 2016
Created at Mirum Agency
UX Designers Carina Nicklaw
Personas / User Journey​
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Power Generation (CHP)
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Oil & Gas
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Potential Candidates for Employment
User Flows / Journeys
When zooming out, the website was only a small part in the customer experience, however, the role that the website played was crucial for SEO and lead generation in the power generation space.
TEMPLATE ALLOCATION AND MAPPING
I mapped the content to the appropriate templates and made recommendations. I went through all the main pages and mapped if a component was reused, used components pulled from different templates or new. If the content on the page required a brand new component, I would make a recommendation and argument for it.
MAPPING THE CONTENT TO THE USER JOURNEYS
Solar Turbines had great content but it was buried in unsearchable PDFs and downloadable brochures. It was a matter of activating this content to work from an SEO perspective and telling a story with it.
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​Centering the content around the primary user, we wanted to layer the content from high level brand, to energy solutions, down to applications of the equipment, so that the user could go on their own content journey.
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Clearly communicating the differentiators in Solar Turbines through service narratives and operation optimization was very important at a high level to introduce the brand.
All Videos
ORGANIC SEO
Visibility through information architecture greatly improved Solar Turbines SEO ranking. In addition, we used our IA to allow for crawl accessibility, greater usability and optimizing the content.
OPPORTUNITIES TO GENERATE LEADS THROUGH TOOLS AND CONTACT FORMS
I designed a tool to calculate energy efficiencies gained by using Solar Turbine equipment. We integrated a lead generator that integrated with salesforce to track potential customers in the power generation industry.
MOBILE
DESKTOP
