Rethinking the recall experience.

Industry

Manufacturing

Client

Cummins

Cummins, a global leader in manufacturing, was in the middle of a large recall to update software in more than 600,000 vehicles supplied with their engines. After experiencing lackluster numbers attributed to growing skepticism from vehicle owners–they reached out for support in improving a less-than-helpful user experience on their existing landing page and provide a typically loyal customer base with the reassurance that they were looking for and encourage participation.

Visit Landing Page

Challenge

Customer Skepticism: Users feared the recall updates would negatively impact their truck performance.

Unclear Process: The existing landing page failed to clearly guide users through the recall process.

Engagement Barriers: Many customers, particularly those hesitant to act, lacked sufficient information or motivation to complete the recall.

Conserving Brand Equity: This audience is well-understood to be loyal to Cummins engines even moreso than the truck they are being used in-while not explicitly stated in the initial request; getting this right was crucial as misinformation & skepticism around the recall risked tarnishing a previously well-regarded relationship with their customers.

Approach

Audit and Research

Conducted a detailed audit of the existing user flow to identify pain points and areas of friction.
Analyzed audience research to understand customer concerns and behavior patterns.

Landing Page Optimization

Streamlined the page flow to provide a clear and intuitive recall process.
Recommended existing & modified site components that best highlighted content updates addressing audience concerns and reassure users about the impact of updates.

Motivational Strategies

Developed messaging and visuals that emphasized the benefits of recall completion.
Highlighted incentives aligned with customer loyalty to increase engagement and trust.

Results

Improved User Clarity: Simplified navigation and messaging offered quick answers to common questions.

Enhanced Engagement: Incentives encouraged hesitant users to complete recalls, reinforcing loyalty to the Cummins brand.

Strategic Progress: Laid the groundwork for Cummins to meet mandated recall targets, minimizing potential penalties.

As simple as it sounds for a site with multiple paths and steps to complete–the previous page didn't do the best job of breaking down information into simple steps that could be acted on easily. Adding a simple order of events provides clarity for users navigating an unfamiliar experience.

As the page content needs expanded–the addition of in-page navigation helped users scan the page at a glance to identify what they're looking for.

Callouts were created to draw additional attention to help clear up confusion around warranty details as well as promote incentives upon completion of update to further reinforced brand loyalty.

Cummins made a big investment in this push to highlight videos helping to explain the details of the software update. To make sure users get the most out of these videos–the entire video as well as shorter cuts broken into "chapters" were highlighted prominently for quick access.

It was also an important factor for the audience to hear from other owners to hear their experience.

The Cummins Project Indigo landing page optimization demonstrates how user-centered design can address skepticism and drive engagement. By blending strategic planning, thoughtful UX design, and brand-aligned incentives, this project not only met immediate need to support needs of those affected by recall but also strengthened customer relationships.