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CEMEX Vertua Lead Generation

CEMEX Vertua

One lead generation site for two very different audiences.

Role
UX Researcher and UX/UI Designer.
Outcome
A functional prototype of the Vertua website, designed within CEMEX's brand guidelines.
Key decision
Two paths through one site: inspiration for architects and designers, technical resources for engineers.

Figma Design

The brief

Vertua is CEMEX's line of sustainable construction products. The goal was a website that generates leads for it, by showing construction projects that reduced their CO2 emissions with Vertua products.

Two audiences

We started with user research: personas and user journeys. It showed two groups with different needs:

  • Creative users: architects and designers, looking for inspiration.
  • Technical users: civil and structural engineers and other construction professionals, looking for product details and tools.

The site had to serve both.

Key decisions

Two paths through one site

Creative users have an inspiration search. Technical users have product information and CEMEX's tools for engineers. Both paths connect to the same case studies and content about Vertua.

Inspiration for Architects and Tools for Engineers, side by side

Case studies lead

The real projects are the core of the lead generation goal, so they lead the site.

The case studies list and a project page

Inside CEMEX's brand

The design and color scheme follow CEMEX's existing style guidelines. The components were built in Figma, so the prototype could change quickly as feedback came in.

Final designs

Every page in full, as designed.

Vertua

The Vertua landing page

Creative path

Inspiration for Architects, with the inspiration search and project gallery A project from the inspiration search

Technical path

Tools for Engineers, with the BIM portal and engineering tools A product page with technical characteristics

Case studies

The case studies list A case study project page

Sustainability content

Sustainable construction and green certifications LEED certification

What I'd measure

  • Leads by path: how many leads come from creative users and how many from technical users.
  • Case studies: how often a case study visit leads to a contact or a product page.
  • Engineering tools: how many technical users use them before getting in touch.