Case Studies #9:

This Case Study is in regards to the website

At the top of the page (below the banner) is the primary navigation bar. This contains links to pages on the site with information about the company’s innovation, products and services, general information, investor relations, careers, and worldwide sites.
When the cursor is placed over the primary navigation, two types of secondary navigation appear. One type contains thumbnails, while the other is just text.
At the bottom of the page are additional links to other pages on the site, such as contact, privacy, and terms of use.

The architecture of the site is very flat, as this website is not meant to contain much information. Rather, it is used as a “stepping stone” to get to other websites that contain the information that a user is looking for. For example, if I was looking up information on GE’s lighting products, I would not find it on this site. Instead, I would be directed to a different site (still owned by GE) that contained only information regarding their lighting products.This makes the site very easy to navigate, however can lead to users becoming lost as they navigate to different sites connected to the main site and then attempt to get back.

The content hierarchy is apparent through the use of bold letters, letter size, and letter color.

Heading 1:
Large black font, used as titles for content.

Heading 2:
Medium gray font, used as opening statements or quotes for content.

Heading 3:
Small blue font, used as sub-titles for content.

Small black font, used for information requiring sentences and paragraphs.

The content on the page is organized into a few broad categories, which then link to different pages. This makes it easy for users to browse and find content, and it also allows the pages to take up less room (which results in less scrolling for users.)

The main page’s structure is made up of rows with the banner and search bar in the first row, the primary navigation in the second row, the content in the next row, and the bottom links in the last row.

When navigating to a page on the site, the top and bottom of the page stays the same, but the content area adjusts to display the information clearly. For example, when on the “Products & Services” page, the content area is made up of two columns, with a nested table in the right that contains links to the different products in a grid. The width of the columns are visually appealing, as they are not equal and are roughly in the ratio 1:3.

The site uses two icons in addition to imagery to help users navigate.
Arrow icon, used in buttons or to show that the content is a link.
World icon, used in the primary navigation bar.

Imagery on the website helps to explain content on the page. For example, the page regarding Aviation has the following image:
And the Oil and Gas page has this image:

Color Palette:
The color palette of the site is very simple, consisting of only blue, black, and white. This makes the site very clean and professional, as there are no colors to distract from the images on the site or the information being presented.

Site Focus:
The focus of the site is to provide users with information about the company. The site contains information about different innovations that the company has achieved, different products and services they offer, different locations they are present at, and information about careers with the company. The site does this well by streamlining the information and keeping the content to a minimum on each page, making it easy to understand each page more quickly than by having to read several paragraphs of information.
An improvement to the site could be to have a link on the sub-sites that link back to the main site more easily for users who might get “lost” on these new pages without realizing it.

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