Product Brochure Experience

Discovery & Problem Identification

Using Crazy Egg (a visual analytics and user behavior tracking tool), I identified a critical issue preventing users from progressing into potential sales leads.

Users selecting specific machine models were being directed to brochures that highlighted different models, creating confusion and reducing trust in the product information.

Allow me to explain the problem through the user journey of a blue collar worker named Frank.

User Journey

Meet Frank, an employee at an asphalt repair company tasked with purchasing a 30 gallon material melter. His journey illustrates key issues many users face when accessing brochures.

Frank's - User Journey

Solution

I designed a dynamic brochure generation template to replace the legacy system where multiple machine models shared a single brochure.

Previously, users navigated 21 generalized brochures, forcing them to sift through information that often didn’t apply to the specific model they were researching.

The new system generates 46 model-specific brochures on demand, ensuring users receive only the information relevant to their selected machine.

This improves clarity, supports informed purchasing decisions, and provides more precise sales communication.

View Live Brochure

Before & After:
From Generic To
Model-Specific Content

Before

DF10W

DF30

DF100PT

All model selections within the same machine family would lead users just like Frank to the same generalize brochure.

After

DF10W

DF30

DF100PT

Now All model selections will lead users to model specific-brochure.

Outcome

Within the first 15 days of launch (February 26, 2026), the brochure page received 283 views.

For context, the same page saw only 14 views in 2025 and 12 views in 2024 meaning the new experience surpassed the combined usage of the previous two years in just over two weeks.

An additional, unexpected outcome emerged: users began bookmarking model-specific brochures. Because each brochure now contains targeted, relevant information, users can easily reference and compare products against competitor offerings.

These brochure links are also bringing users back into Marathon’s ecosystem, where they continue exploring additional equipment—creating more opportunities for repeat engagement and potential sales conversion.