Situation
In 2018, Caterpillar Finance recognized the need to assist customers in making informed decisions about adding equipment to their fleet. Customers had various options, including purchasing, leasing, and financing. To simplify this process and make it less intimidating, Caterpillar Finance aimed to create several self-service calculator tools. These tools needed to be accessible across multiple platforms, languages, and currencies, ensuring a consistent and user-friendly experience.
Goals
- Improve customer experience and make the financing process less intimidating.
- Increase engagement and interactions with the tools.
- Increase lead generation by offering request-a-quote options where applicable.
Requirements
- Multi-Platform Integration: Tools needed to be placed on Caterpillar Finance pages and embedded into product pages on Cat.com.
- Global Scope: Tools had to work across 24 websites, 13 languages, and more than 7 currencies.
- Content Management: Content and calculations within the tools needed to be managed by Cat Finance professionals, allowing for timely updates without waiting for product releases. Tools were built as a component within Adobe Experience Manager (AEM), the CMS.
- Marketing Automation Integration: Tools needed to integrate with Eloqua, the marketing automation platform, to capture user data and facilitate the next steps in the sales process.
- Mobile Optimization: Tools had to offer an equally robust experience on mobile devices as on desktops, necessitating the creation of mobile-friendly versions.
Actions
For this project, I worked with Cat Financial and our development team to
- Develop Affordability and Payment Calculators: Developed calculators to help customers explore different payment options and make informed decisions. These were integrated into multiple websites and high traffic pages
- Build a Design Library: Reused design elements to create a forms design library, enabling future projects to benefit from established components and ensuring design consistency.
Results
The tools were successfully launched in 2018 and remain an integral part of Caterpillar’s digital experiences today. Key outcomes include:
- Improved User Experience: Simplified the financing process, making it more approachable for customers.
- Increased Engagement: Enhanced interaction with the tools across multiple platforms.
- Boosted Lead Generation: Provided opportunities for users to request quotes, capturing valuable leads for Caterpillar Finance.
- Global Reach: Ensured the tools were accessible in 24 websites, 13 languages, and over 7 currencies, supporting Caterpillar’s global customer base.
- Mobile Compatibility: Delivered a seamless experience on mobile devices, catering to a significant portion of users.
Explore the live tools here:
- Live reference: Payment Calculator
- Live reference: Affordability Calculator
