Hastings Deering is one of the world's largest Caterpillar dealers, serving Queensland and Northern Territory with heavy machinery for mining, construction, and industrial operations since 1932. Their website needed to reflect the strength and reliability of both their brand and the Caterpillar equipment they represent—but they were working with limited visual assets and needed to stay true to strict Caterpillar brand guidelines.
I redesigned their digital presence to feel as robust and dependable as the machinery they sell, while solving practical challenges around image quality and brand compliance. The new design includes comprehensive component systems—sliders, galleries, and catalogs—that showcase product features and specifications to inform potential buyers of complex machinery and parts.
The challenge was creating a website that breathed industry strength and reliability while working within Caterpillar's brand guidelines and limited high-quality imagery. More importantly, buying heavy machinery involves multiple decision-makers—managers, operators, and executives—so the site needed to provide all the information these teams need to make confident purchasing decisions.
I built "Save for later" functionality so teams can bookmark equipment across multiple visits—essential when machinery purchases take months and involve multiple people. Key specs like power, weight, and digging depth are prominently displayed, while options to view full specifications, attachments, and comparisons let buyers dive deeper into the technical details they need to justify million-dollar purchases.
I designed a detailed specifications interface that organizes complex technical data into digestible categories—Engine, Hydraulic System, Weights, Dimensions, and more. The system includes a metric/US toggle for international buyers who need measurements in different units. Bold typography highlights critical numbers like horsepower (146 HP), engine model (CAT C4.4E TA), and technical specifications, while the tabbed navigation lets users jump directly to the information most relevant to their role—whether they're operators checking engine specs or managers reviewing dimensions for transport logistics.
I designed a streamlined, Algolia-powered search experience that surfaces relevant results instantly—whether users type “Excav” or a full product name. Results update in real time, presenting key specs like power, weight, and digging depth at a glance. Each product card focuses on clarity and performance metrics, making comparison intuitive for professionals in fast-paced environments.
The right-hand contextual panel dynamically highlights related categories, manuals, and articles—helping users navigate from discovery to decision-making efficiently. This layout balances quick scanning with in-depth exploration, supporting both operators and procurement teams in finding exactly what they need without friction.
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Following HD/OD strategy sessions, I identified the need to deconstruct high-value equipment purchasing journeys. Through live platform analysis, I mapped decision-making patterns across research, comparison, and validation phases—outputting a robust table of solutions (see video below) .
The redesigned site positions Hastings Deering as the serious, reliable partner that mining and construction companies need. The bold typography and strategic use of brand elements create visual strength that matches their industry reputation. The save and comparison tools support the complex, multi-person purchasing process that heavy machinery requires.
Most importantly, it feels like a website built for the people on this industries and provides them with all the information they need to make million-dollar decisions confidently.
I’m a Digital Product Designer based in Melbourne, with a focus on crafting functional, intuitive experiences across web and mobile platforms. I bring ideas to life through user-centered design, blending UX, UI, and front-end to create digital products that are both usable and scalable. I’m passionate about design systems, accessibility, and solving real-world problems through thoughtful design.