Kadant Content Strategy

The project focused on aligning a cohesive content strategy with a website redesign to provide clarity to B2B customers on Kadant's product lines.

Content Strategy UI/UX Design B2B Business

5 Months

5 Members

Diversified Machinery

Design and Content Strategy

Challenges

Content navigation prototype was created to visualize the layout with user testing
Desktop-first redesign approach
Intuitive product selector

Resulted in two variations of the main navigation with A/B testing for both internal and external users indicating a 17% increase in user engagement and easier to find content over the other.
Contrary to popular opinion within leadership, data showed more than 8% of users were desktop users
Laying out an easy to use and easy to follow navigation to find the right product drove support calls down by 50%