Global Heavy Equipment Manufacturer Unifies Digital Experience to Boost Revenue Engine

Zaelab delivered a comprehensive design system rooted in user research, strategic alignment, and scalable technology.

Phase 1 — Experiences

To address the disjointed experience, the team conducted in-depth stakeholder interviews and persona development, leading to the creation of role-based digital workspaces tailored to dealer needs. These workspaces served as the foundation for a connected experience across the sales and support lifecycle bringing consistency, usability, and scalability to the manufacturer’s digital ecosystem.

Phase 2 — Custom Development 

In a subsequent project, Zaelab tackled performance and integration issues at the system level. For the company’s database and parts portal, the team created a streamlined schema and optimized data services, cutting page load times from five seconds to just one. A custom CPQ Admin tool was developed to support efficient product management, and later extended into a broader Connected Sales Experience (CSE) tool fully autonomous and built to support future upgrades with ease.

To empower ongoing flexibility, Zaelab also built a reusable component library, enabling self-service capabilities and accelerating future development. As part of the modernization, new eCommerce features, like automated refund and tax credit workflows, were also implemented to reduce friction for end users and internal teams alike.