logo-GE Energy
GE Energy

The Client

GE Energy tasked us with the unique challenge of transforming the conversation they were having with their customers during live sales calls, online, and at conferences into something more vibrant and effective. This meant turning their current way of communicating their values inside out and it entailed more than just building an app or website; we needed to brand the GE Energy digital experience.

Designing for the User

We began by researching the enduser. This C-suite level individual was hard to track down, but luckily for us, is well published in regard to what success means to them, as well as what barriers they face in achieving success. That story had meaning. We needed to understand users of the experience, the customer, and the sales associate with the app in hand. We dug deep for insights about the end user, how to measure the influence of the working environment for the Rep, and how to marry that with the story GE wanted to tell.

Content Strategy

We created immediate relevancy for the customer from the moment the app was in view. This meant starting with a landscape that resonated and asking the customer what they wanted to talk about - what the customer wanted to achieve as opposed to what the Rep wanted to share.

The responses from the customer drove a personalized response in the design and functionality that delivered on their needs.

As the application dynamically responded, visual triggers appeared in multiple places that conveyed a breadth of solutions and immediate financial impact. Through a backend that generated a real-time analysis of product choices, cost savings appeared instantly and prompted continual engagement.

Systemizing Design

The project benefited greatly from in-depth UX exploration to create a scalable platform that could be leveraged across the franchise. The UX book we developed brought efficiency to the design process and the internal approval process with GE, validating this new approach to talking to customers.

 
 

The foundation put in place from the UX allowed for another system to be built on top of that. Given the fact that solutions and products spanned multiple teams under the franchise, we needed to develop a visual language that accommodated the entire universe of GE Energy.

As the application dynamically responded, visual triggers appeared in multiple places that conveyed a breadth of solutions and immediate financial impact. Through a backend that generated a real-time analysis of product choices, cost saving appeared instantly and prompted continual engagement.

The Final Output

IOMEDIA developed this platform across 5 of the energy franchise divisions and for a variety of user scenarios; iPad, web, and touchscreen panels. The new digital presence for GE Energy has been fully integrated into GE’s infrastructure and continues to transform how the customer views their relationship and broad offerings.

 
Google+