Brief:

ABB wanted to redesign the sustainability landing page of the website in time for an event (Capital Markets Day). The copy needed to be updated and more inspirational, explaining what ABB currently do in terms of sustainability, rather than what they hope to do in the future. There were also multiple orphaned pages that, although contain lots of great information, were really difficult for a user to locate so we needed to find a way to incorporate them onto the landing page. For this project, I worked closely with a designer and strategist.

Result:

Header banner

As shown below, I updated the header copy with a simple line that suggests ABB are working hard today to improve the future. ABB’s tone of voice is quite corporate and they don’t like very provocative copy, so this header added a softer, more inspirational feel that didn’t feel too risky.

Content box 1

This section contains four key pages that we wanted the landing page to link to. The main idea I wanted to get at here, was how ABB are working together with other organisations to create a better future.

Content box 2

For this section of the landing page, we wanted to showcase some important case studies for each sustainability section. There is a tab that a user can toggle through (Design & sourcing, Resource-efficient operations etc.) to reveal a taster of the case studies and 3 highlights. The highlights (such as High efficiency) point out key sustainability features in the case study and encourage a user to wanted to click through to read more.

Content box 3

We wanted to include different types of content so added a box with a link to the company’s podcast, and in particular, this episode which is very relevant to the topic of sustainability. Again the header follows the theme of how ABB is working to improve the world both today and in the future.

Content box 4

There were several orphaned pages on the ABB site that we wanted to house on the landing page. We chose to go with the below format which includes a header and short summary so the user can quickly find what they’re looking for and easily navigate to the pages.