GE | Reimagining a website as a solutions-based sales tool.
SCOPE
Imagine a website for a financial services giant that is engaging, informative and accessible anywhere, on any device. We did.
BRAND
GE Energy Financial Services (GE EFS) helps customers by investing and raising capital for large-scale renewable energy and thermal power projects across the world. The new site had to showcase key projects to attract new customers and inspire them with the value that GE EFS provides: deep industry knowledge, expertise, tremendous breadth of services and an ability to help clients reach their goals with unexpected solutions.
POSITIONING
In keeping with GE’s commitment to storytelling, we first established a narrative about the value GE EFS provides to clients through know-how, market knowledge and the ability, the depth and the heft to bring dreams to fruition.
strategy
- Customer Insight Research—Qualitative and Quantitative
- Brand Narrative & Messaging
- Digital Strategy
- User Experience Mapping and Analysis
- Brand Analysis
design
- UX/UI
- Website Design
- Content Strategy
Activation
- Digital Tool Development
- Creative Copywriting
- Sales Engagement
- Launch Planning
- Digital & Website
Mobile Access: From desktop to smart phone, the GE EFS site allows users to take a quick view or in-depth analysis of any project in the GE EFS pipeline.
A Seamless Branded Experience http://geenergyfinancialservices.com communicates efficiently, taking advantage of the opportunities each digital device provides.
Challenge
Although GE has a large corporate presence online with more than 1,000 sites, the GE Energy Financial Services (GE EFS) site was seriously lagging behind the needs of the market and the new possibilities of digital technology.
Our challenge was twofold: GE EFS needed a dynamic new site that was an inviting gateway into GE Energy Financial Services but one that was also consistent with the GE and GE Capital template system.
GE EFS helps customers by investing and raising capital for large-scale renewable energy and thermal power projects across the world. The new site had to showcase key projects to attract new customers and inspire them with the value that GE EFS provides: deep industry knowledge, expertise, tremendous breadth of services and an ability to help clients reach their goals with unexpected solutions. It was equally important to erase lingering misconceptions about GE EFS as too expensive and difficult to work with.
Strategy
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Analyze the GE web universe and develop a branded template system that ties GE EFS to other GE businesses, while looking towards the future, not the past.
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Rethink the content from the ground up. Questioning everything and only keeping what is truly useful—the process ran from card-sorting to full feature development.
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Develop a new user-centric architecture by understanding their needs.
Outcome
A responsive, user-centric design that engages visitors with high-value, informative content. As one of only four such sites at GE, the GE EFS design allows current and potential customers to view the most relevant information at a glance and then dive deeper—on any device, anywhere.
An innovative editorial calendar enables the site to capture trends and emerging needs in the market and customer environments, allowing GE EFS to demonstrate how it can help customers and partners meet the challenges and opportunities of the future.
