Optimising a global site with digital content and data

User research | UX | UI Design
Project Overview
Aero engine manufacturer CFM, have big ambitions and a wide ranging audience. Defining the all important sweetspot where customer needs meet business goals I started by conducting user focus groups and stakeholder interviews to understand how CFM's core audience perceived them, and what they were looking for when they visited the site. Also, of course, to understand the company’s all important business goals.
Business need
An innovative showcase for product, thinking and activities
Customer Demand
Engage with the brand, receive updates, understand product
My Contributions
I was responsible for interpreting the data, worked on the competitor analysis, designed and presented to the client.
Science based data analysis of CFM's existing digital properties gave huge insights into onsite behaviours, and delivered clear impacts that drove value. Understanding of the type of visitor and their onsite goals and behaviours defined the essential framework for success, and helped define a backlog of features to drive engagement around key issues.
The appliance of science - data at the heart

Here is an example of  the current homepage. It was very short, very little text and not descriptive of who CFM international is, what it does etc. So lots of room for improvement.

Then I looked into the data and onward journey. Looked at CFM's competitors and their onward journeys from the homepage.

We worked on different mock ups of the homepage and other key pages to make sure the transformation of the CFM global platform focused on delivering the all important sweetspot so that the product is loved by users and drives value for the business.

Driving value through transformation

Growth driven design determined a streamlined UX across platforms, and led to the introduction of innovative interactive modules which engaged users in business critical narratives. By incorporating live updates from the company’s social media a key user need for news updates was headlined. By ensuring responsive UX and growth driven design was at the core of the site, we guaranteed consistency across device, and with a secure but flexible CMS backend, we made sure that internal teams at CFM enjoy independence and are quickly able to create news articles and social posts while maintaining the structure, design and consistency of this new innovative and dynamic site.
‍cfmaeroengines.com

Silvia cassone
Linkedin