Although GE has a large corporate presence online—over 1,000 sites—the GE Energy Financial Services (GE EFS) site had fallen behind. Equally challenging, was knowing what brand standards to use in the online environment, as the guidelines are widely open for interpretation.
GE EFS needed a site that provided an inviting gateway into GE Energy Financial Services, consistent with the GE and GE Capital template system. The site had to showcase the projects and companies in which GE EFS has invested, to attract and inspire new customers. Most importantly the project needed to explain the value GE EFS provides: deep industry knowledge, expertise, tremendous breadth and the ability to help clients reach their goals with unexpected solutions. It was equally important to erase lingering misconceptions about GE EFS: that it is too expensive and difficult to work with.
• 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.
• 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.
• Develop a new user-centric architecture by understanding their needs.
A user-centric design that engages visitors through value-focused, customer-centric content. One of only four responsive sites at GE, the GE EFS design allows current and potential customers to view the most important information at-a-glance, with the ability to do a deep dive at their fingertips—on any device, anywhere.
Additionally, we developed an editorial calendar that allows the site to capture trends and needs from the market and customer environments, then demonstrate how GE EFS can help customers and partners achieve their goals.