National Oilwell Varco (NOV)is a leading worldwide provider of equipment and components used in oil and gas drilling and production operations, oil field services, and supply chain integration services to the upstream oil and gas industry.
The new NOV.com needed to be a vital support element NOV’s digital transformation journey. The .com aimed to support NOV in fulfilling three primary business objectives: positioning the company as a thought leader, elevating the brand, and reinforcing NOV as a long term partner.
As we re-imagine our website, what you’ll find is the beginning of a new journey where the experience starts with having a deep understanding of our customers and offering them what they need.
The NOV company has multiple business segments, sub-brands and a wide array of products within each division. The internal siloes within the organization were clearly represented on the previous website and did not provide a cohesive overview of the company, nor made it easy for a user to navigate to what they may need without prior knowledge of NOV’s internally-focused structure.
The Vertic redesign of NOV.com focused on providing an easy-to-navigate product portfolio and overview of NOV solutions, moving away from NOV’s inside-out based taxonomy to a more customer-centric, outside-in focused structure instead.
This offered seamless and intuitive navigation for easier overview of product portfolio and service offerings. Vertic worked with NOV through a re-visit of the brand architecture to further integrate the sub-brands as part of a cohesive brand ecosystem.
The new NOV.com elevated the brand through providing users with meaningful interactions. Leveraging a modern and sleek design system, and intuitive UX, the new experience portrayed the company’s transformational story.
Throughout the insights phase of the project, Vertic identified key themes that are in high demand for NOV’s customers, and created a content strategy that meets customer’s information needs, and reflects NOV’s position as an industry leader, therefore elevating the brand conversation.
The technology stack used for NOV.com was critical in enabling the company to provide the superior customer service it desired. The platform was built on Sitecore 9 , leveraging the experience manager suite for individualization. To enable users to search on their own terms and in their taxonomy, Vertic leveraged SOLR technology, on top of which was layered a user centric logic and machine learning to interpret intent and direct them to the right content.