Direct-to-Customer Retail Experience
Caterpillar's first direct-to-customer retail experience for a $7B market segment.
Caterpillar
2018
E-commerce, UX Design, Digital Design
Associate UX Strategy & Design Director
Digital Commerce, Mobile-first UX/UI, E-commerce Strategy, Account Management Systems
Addressable market segment
Who We Designed For
Small business owners needing wear parts and maintenance supplies fast
Small Fleet Operators
Contractors with 1-5 machines who can't afford downtime waiting for parts
Independent Mechanics
Repair professionals sourcing parts for customer equipment
Equipment Rental Companies
Rental businesses maintaining diverse fleets needing quick-turn parts
The Challenge
The project needed to serve new customer segments—small businesses requiring wear and maintenance parts—who demanded an entirely different experience than Caterpillar's traditional B2B offerings. These customers required efficient, accessible ordering processes to minimize downtime.
The Approach
We employed a mobile-first, search-driven design philosophy with streamlined account creation and flexible delivery options. The platform prioritized efficiency, allowing customers to obtain needed parts quickly. The design deliberately distinguished itself from the existing parts.cat.com with a cleaner, consumer-friendly aesthetic while maintaining B2B business logic.
The Outcome
The platform successfully created a mobile-first, search-driven design with thoughtful account management baked into the business logic, enabling smooth onboarding and progression of customers toward profitability as their businesses grew.