GE OIL & GAS — ENTERPRISE WEBSITE REDESIGN

Client: GE Oil & Gas
Project: Enterprise Website Redesign
Timeline: September 2015 → July 2016 (4 months pre‑acquisition)
Context: Preparing the digital foundation for the Baker Hughes acquisition

OVERVIEW

GE Oil & Gas, a division of General Electric, served the global petroleum industry across drilling, subsea, offshore, LNG, pipelines, refining, and petrochemicals. Ahead of its merger with Baker Hughes, GE Oil & Gas required a strategic website redesign capable of supporting scale, complexity, and an imminent organizational transformation.

This engagement focused on elevating the digital experience to accommodate future integration—before the acquisition was publicly finalized.

THE STRATEGIC CHALLENGE

A Unified, Enterprise‑Grade Digital Platform:

• Prepare a global enterprise website for a major acquisition—without disrupting operations.

• Unify complex product portfolios and service lines under a single, coherent digital system.

• Improve clarity and usability for enterprise customers, partners, and internal stakeholders.

• Design a future‑ready platform that could seamlessly absorb Baker Hughes content post‑merger.

"The redesign had to signal stability, scale, and leadership—while quietly enabling transformation."

THE DESIGN VISION

The solution was an elegantly redesigned, modular website architecture that balanced brand authority with usability. The platform was designed to scale—technically, structurally, and visually—anticipating the Baker Hughes acquisition months in advance.

Key objectives:

• Establish a clear information architecture for complex industrial offerings.

• Create a flexible design system capable of rapid expansion post‑merger.

• Improve navigation, discoverability, and decision‑making for enterprise users.

• Align digital experience with GE’s global brand standards and enterprise expectations.

UX STRATEGY & PROCESS

1. Enterprise UX Research & Analysis

• Audited the existing GE Oil & Gas website across regions and product lines.

• Analyzed user behavior, content performance, and enterprise customer journeys.

• Identified structural limitations that would hinder future acquisition integration.

Outcome: Clear UX and content gaps, with a roadmap designed around scalability.

2. Information Architecture & System Design

• Re‑structured navigation to support multiple product ecosystems.

• Defined a modular content framework to accommodate Baker Hughes offerings.

• Established governance rules for consistency across regions and business units.

Outcome: A future‑proof IA capable of absorbing acquisition complexity without redesign.

3. High‑Fidelity Design & Prototyping 

• Designed a refined, enterprise‑grade UI aligned with GE brand standards.

• Built responsive layouts for desktop and large‑screen enterprise use cases.

• Created reusable components to accelerate post‑merger rollout.

Outcome: A polished, authoritative digital presence ready for scale.

4. Pre‑Merger Readiness & Validation 

• Stress‑tested the design system against projected Baker Hughes content volume.

• Validated navigation, performance, and usability with internal stakeholders.

• Ensured the platform could transition seamlessly post‑acquisition.

Outcome: A stable, merger‑ready digital foundation.

BUSINESS IMPACT

• The redesigned platform delivered measurable strategic value:

  • Reduced integration risk by preparing the digital platform ahead of acquisition.

  • Improved clarity and discoverability across complex enterprise offerings.

  • Accelerated post-merger content onboarding and system expansion.

  • Strengthened brand authority and enterprise credibility across global markets.

  • Established a scalable UX foundation for future growth and transformation.

Benefits of the AI-Driven UX Transformation

• Operational Efficiency: AI streamlined workflows, reduced redundancies, and optimized resource allocation.

• Enhanced Collaboration: AI tools fostered better communication and teamwork across teams.

• Personalized Experiences: AI enabled tailored solutions for both employees and customers, improving satisfaction and loyalty.

• Future-Ready Organization: The integration of AI positioned the merged entity as an innovator in the petroleum industry.

WHY THIS CASE STUDY MATTERS 

This project demonstrates the ability to:

• Design for transformation before it happens.

• Translate business strategy into scalable UX systems.

• Lead enterprise‑level digital redesigns under confidential, high‑risk conditions.

• Build platforms that support acquisitions, integrations, and long‑term growth.

 USE CASE — A PREVIEW OF ENTERPRISE‑GRADE UX STRATEGY

A strategic redesign delivered months before acquisition—quietly preparing one of the world’s largest energy organizations for its next chapter.

A GE Oil & Gas has identified that they do not compete well in the oil & gas equipments and part sales. I bring the teams together to examine the opportunity. For this presentation, we will look at how the e commerce site gets designed.