Strong on technical details but weak on brand.

When Cabot Corporation redesigned their website in 2006, their focus was on providing technical details to engineering customers. Over time, marketing management realized their site was not conveying the power of the Cabot brand (Cabot is a global leader in the mining and manufacturing of performance materials) and was failing to reach and motivate audiences critical to Cabot’s success. While Cabot planned for a major redesign in the future, they wanted a quick refresh that would allow them to tell both the brand and technical story.

The SMAC Stack Insights

Driving personalized interactions through better segmentation & targeting of users can greatly improve customer support, sales, and service targets for B2B manufacturing organizations.
Learn more about The SMAC Stack

Home page before redesign

Home page before redesign

Our solution:
A homepage “facelift”

After a thorough review of their site, brand guidelines and the needs of a wide variety of users, we concluded that a simple homepage facelift would significantly improve the site’s ability to tell the brand story, with little or no impact on product sales.

Economy, full sized, or luxury sedan?

We met with Cabot stakeholders to identify user personas, what each would need at the site, and how the home page would address their needs and tell the Cabot brand story. Our Information architects then created a Page Description Diagram for the homepage and a series of wireframes to verify that the new layout would work for both branding and product sales. When all Cabot stakeholders were comfortable with the layout changes, we created a number of unique design concepts and expressed each at three levels of implementation investment. After Cabot settled on a budget for the new homepage redesign, our team created detailed, pixel-perfect composites including new photographic imagery for the site.

The look and performance of a leader.

For a modest investment, our homepage redesign gave Cabot the power of two websites in one: a highly effective branding medium for the press, investors, prospects and employees, and a tool that helps customers find information on Cabot products. With a cleaner navigation, more open look, and ability to spotlight key content, the site provided a much better experience for wide range of users. Our new design has been praised by internal and external stakeholders for the way it captures Cabot’s humanity and the company’s stance on safety and environmental sustainability—key elements of the Cabot brand.

Additional Case Studies

Boston Capital

Agile design meets process engineering

The Rao Institute

From wise teacher to inspiring brand

Haemonetics, Inc.

A three-phased approach to leadership