Showcasing General Electric’s industry leadership with a global site redesign

General Electric is one of the largest and oldest companies in the world. Founded over 130 years ago by Thomas Edison, GE has been a long-time titan of industry.

However, as a well established player the risk was coming across as outdating and losing ground to nimble start-ups.

The brief from General Electric was to deliver a full site redesign that made their company's position as a leader and innovator in not just one but several major industries clear.

Mega-menu style navigation

The increased real estate of the full screen height navigation allowed for more contextual information to help users.

The global homepage served as a jumping off point for many of GE's subsidiaries and needed to make the relationship clear.

It was important to the client that each of the five core industries that GE operated in were featured on the homepage. To make the distinction between them more clear I incorporated a graphic scroll device between each industry using blueprint like visuals nodding to GE's engineering expertise and history.

We also introduced a mega-menu that would better allow the the relationship between GE and their many sectors, and subsidiaries to be laid out. This additional content reduced user uncertainty which was particularly useful for the many external links in the navigation.

New thought leadership hub

Providing an engaging repository for GE's editorial content.

Making the thought leadership a more prominent part of the global site was a key part of the strategy.

A key area for the GE.com audience was the editorial section. GE was known for being at the forefront of research and development in many areas and so the published content was frequently visited. We looked to improve the navigation and searchability of the content while I in particular worked on a visual design experience that gave the content a premium look and feel.

Editorial page

New editorial components designed to enrich the content