The ProjectTrimble.com Redesign
Client/Company: Trimble, Inc.
Role: Director, Web Product and Product Design
Creating a Unified Digital Front Door for a Converging Portfolio of Hardware and Software
The ChallengeAs Trimble’s portfolio of solutions converged across sectors, the company needed a new front door to showcase its industry depth and breadth of offerings. Trimble.com had to evolve into a comprehensive gateway that seamlessly guided customers through its diverse solutions.
My RoleMy role was to lead a cross-functional team and agency partners in crafting the customer journeys and experiences that would define the new Trimble.com. This website would embody our GTM "connect and scale" strategy and help customers navigate Trimble’s vast portfolio effortlessly.
The ObjectiveWe aimed to align the customer journeys of hundreds of pages and sites into a consolidated ‘front door’ that would reduce friction and increase positive experiences across all touchpoints. This should:
Increase unique traffic by 20%
Reduce bounce rates by 15%
Increase internal referrals by 20%
Increase customer satisfaction by 25%
The approach to the Trimble.com redesign was rooted in thorough research, strategic planning, and cross-functional collaboration.
The ApproachBy leveraging user insights, aligning stakeholders, and focusing on scalable design patterns and templates, we aimed to create a cohesive and impactful digital experience to meet immediate business goals and support Trimble’s long-term vision. We successfully delivered a site that aligns with Trimble's evolving market position through stakeholder engagement, iterative design, and rigorous implementation.
Research and Analysis:Conducted user and stakeholder interviews, surveys, and heat map analysis to identify site pain points and opportunities.
Performed a competitive analysis of adjacent brands.
Planning and Design:Mapped out site architecture and user journeys, creating prototypes and clickable mockups for visualization.
Presented to executives and stakeholders to secure buy-in and gather iterative feedback.
Implementation:Developed reusable design patterns and page templates, with content drafted by domain teams and refined by copywriters and designers.
Collaboration:Engaged cross-functional teams—including Marketing, UI/UX, Brand, Executives, and SMEs—to ensure alignment, build trust, and secure organizational buy-in.
The ImpactThis comprehensive redesign improved user engagement and directly supported Trimble’s business growth and market positioning.
Quantitative Gains:The redesign reduced the bounce rate by 18% and increased unique site traffic by 30%. Internal referrals also saw an 18% quarter-over-quarter increase.
Qualitative Improvements:Customer satisfaction surged by 22% quarter-over-quarter, reflecting the enhanced user experience.
Business Impact:The new Trimble.com contributed to a significant boost in overall revenues during the first half of 2023.
Dealer Locator and Global Search Features
ReflectionsUnifying Customer Journeys to Drive XaaS Transformation
To support Trimble’s shift toward a XaaS business model, we focused on unifying customer journeys across the company’s diverse portfolio. By creating a seamless and cohesive experience for customers, we were able to align the GTM strategy with this new service-oriented approach.
Our team meticulously mapped out customer interactions, ensuring that each touchpoint reinforced Trimble’s value proposition and facilitated easy access to its growing suite of solutions. This unification not only streamlined the customer experience but also empowered Trimble to deliver on its promise of integrated, scalable services, ultimately accelerating its XaaS transformation and driving long-term growth.
The CastTyler Barnard, Director, Digital Experience and Brand
Christina Donegan, Project Manager
Sean Ortiz, Product Manager
Angelo Katsaros, UX Designer
Todd Malensek, Content Strategy
Lea Ann McNabb, Content
Trimble New Zealand, Brand Team
Kin + Carta - Agency