CARGILL
Bringing Thrive alive in a new global website
SITUATION
Cargill, the world’s largest private company, had one of the world’s largest marketing problems: a website that didn’t satisfy the needs of the users or the requirements of the business. Having introduced their new Thrive brand two years earlier, they still hadn’t figured out how to bring that brand to life online in a global experience that could be customized to meet the needs of individual businesses and buyers across seven global regions. After a review of ten agencies, Cargill selected SCHERMER based on our combined brand, UX and content expertise, plus our unique approach to building Buyer-Driven Brand experiences.
OBJECTIVES
The objectives of the website redesign were myriad, but rolled up to these three:
1.
Create a buyer-driven experience; intuitive, interesting, relevant and value-driven
2.
Create a brand-driven platform: Create a uniform One-Cargill experience, while giving individuals ability to customize content for their BUs, brands and regions
3.
Design a website that allowed easily updatable and discoverable content at scale
SOLUTION
Cargill had internal BA/UX teams from each of their seven regions do initial discovery, including business, customer and content req’s. They hadn’t been able to bridge the different needs and gaps however, so SCHERMER led the effort to consolidate the individual regional requirements into a comprehensive, global UX and Content Strategy. We facilitated several UX workshops, utilized rapid prototyping, and employed UX testing to come to a solid UX strategy and UI design. We combined the IA and content strategy process to drive to our UX solution faster, and then refined content in later phases. Because of the vast nature of the business and changing dynamics of the modern buyer, the Mobile site was treated as a sister site for better performance.
RESULTS
The website just launched in late January, so results are hard to gauge. But it’s clear that the company now has a website that builds the brand, serves the buyer, and solves the problems of the individual BUs and marketers.
“The new site more accurately represents the size and scope of Cargill—integrating regions, industries and the solutions we bring to customers every day,” said Lise Hansen, director of digital communications at Cargill. “It embraces our complexity,
but also makes it easy for customers to navigate the site and find the products and innovations they need to be successful. This includes making the site mobile-responsive to match the buying habits of today’s B2B customers.”
Read Cargill’s own press release about their new website.
Deliverables
Digital Brand Strategy
UX Strategy
UI Design
Mobile Optimization
Content Strategy + Copywriting
Digital Project Management
