Bit Group helps Cabot Corporation target users in international markets through Web channel
Cabot Corporation is a global specialty chemicals company with annual sales of $2.5 billion. Cabot’s existing Web site was targeted primarily towards English-speaking users. To better target and serve customers in global markets, Cabot looked to Bit Group’s internationalization expertise to redesign and globalize their Web site in seven languages including Chinese, Japanese, Korean, French, German, Spanish and English.
The Results
- Multi-lingual gateway page that allows users to select their language of choice and navigate the site based on their language preference.
- A consistent and ever-present language navigation bar that allows users to change their language as needed.
- A clean and well-defined primary, meta and utility navigation structure that improves site usability and traversal.
- Delivery of downloads and product line information through targeted spotlights allows Cabot Managers to promote relevant site content.
- Multiple layout templates for product line homepages allows global country managers to market products within the context of the overall Cabot brand.
The Challenge
Creating a scalable information architecture and design that translates across international markets
The Cabot Web site was primarily targeted as a 'discovery and documentation' site where visitors could learn about the company’s technical competencies in particle science R&D, the products being manufactured, and the markets where these products were being sold. Cabot wanted to create a Web site that complimented their leadership position in markets around the world by providing multi-language content and a localized user experience. To that end, the site’s navigation and layout needed to be redesigned to support multiple languages on one "global" site.
A particular challenge for the new site was to meet the needs of existing, long-term customers for Cabot’s core line of products while also providing a strong marketing focus on newly developed products. In addition to solving these interface design issues, the site also needed to accommodate and use, where applicable, the features available in the current back-end infrastructure including IBM Workplace Web Content Management System and the Endeca Information Access Platform.
The Solution
A scalable multi-lingual user experience and global Web site design
To kick off the process, Bit Group conducted extensive workshop sessions with a cross-functional team of in-country business and marketing managers from across Cabot’s global markets. The session identified their individual perspectives, relative priorities and needs for the Web site. Bit Group also conducted a comprehensive expert review to understand the areas for improvement of the current site.
Bit Group’s Experience Design consultants conducted a user profile survey of over 5,000 registered Web site users and analyzed the data to outline primary, secondary and tertiary user profiles, their top goals, and content of significant interest. This was coupled with a comprehensive design process, including card-sorting sessions with users in multiple countries including China and Korea, global and language-specific site maps, wireframes, visual composites, usability tests, global production style guide and final fully globalized XHTML/CSS compliant prototype. As part of the production phase, Bit Group worked closely with the translation partner to ensure that the process of content translation ran smoothly.
About Cabot
Cabot Corporation is a global specialty chemicals company with annual sales of $2.2 billion. Cabot employs some 4,500 people, 55% of whom work outside North America. Cabot is a global leader in fine particle manufacturing markets in Europe, Asia, China, South America and North America. Cabot businesses include Carbon Black, Fumed Metal Oxides, Inkjet Colorants, Nanogel, Cabot Specialty Fluids, Cabot Superior MicroPowders, and Cabot Supermetals.
