Checking Out The Competition
While conducting this research, Volvo and Toyota had recently redesigned their website, with Caterpillar on the verge of doing so as well. This emphasized the need for a modernized experience for buyers in the market. While Komatsu’s website wasn’t visually appealing, the user experience was seamless enough for any novice to find what they needed.
The biggest differentiator lied between customer-centric versus product-focused. We were able to pinpoint areas where Hyundai could improve their self-image as customer centric.