Halliburton: A Digital Transformation for a Global Industry Leader

Overview

Halliburton, a leader in oilfield services, sought to modernize its mobile and desktop website to address key usability challenges and improve customer engagement. The previous digital experience suffered from navigation difficulties, overwhelming content, lack of audience targeting, and unclear brand value, as identified in the research phase.

As a Senior Product Designer, I worked on the UX/UI redesign, focusing on simplified navigation, visual storytelling, content reorganization, and lead generation enhancements to create a more intuitive, conversion-driven platform.

Key Challenges & Solutions

1. Reaching the Right Audience

Problem: Halliburton’s previous website failed to segment and personalize content for different user types, leading to ineffective communication with potential clients.

Solution:

• Geo-location, ID management, and audience segmentation were implemented to dynamically tailor content to the user’s industry and interests.

• A data-driven homepage hero now personalizes product recommendations based on past user behavior.

2. Difficult Navigation & Overwhelming Content

Problem: Users found the site difficult to navigate, with cluttered content and unclear pathways to key information.

Solution:

• Condensed site architecture with a clear, concise global navigation that separates actionable tasks from research-driven content.

• Introduced accordion components for product listings to keep content organized and scannable.

• Redesigned the main navigation for a more intuitive browsing experience across devices.

3. Improving Product Discovery & Engagement

Problem: The previous product listing pages were dense, text-heavy, and did not effectively highlight Halliburton’s innovative solutions.

Solution:

• Implemented high-impact visuals and iconography to replace text-heavy descriptions, making complex products easier to understand.

• Integrated quick-access product categories and streamlined filtering for seamless exploration.

• Full-page product features now dynamically promote relevant items based on the user’s engagement history.

4. Strengthening Brand Value & Thought Leadership

Problem: Halliburton’s brand positioning was undermined by a lack of engaging storytelling and valuable insights for customers.

Solution:

• Designed a News & Blog hub to highlight industry expertise, innovation, and sustainability efforts.

• Featured personalized and relevant content reinforcing trust and leadership in the market.

• Added interactive product visuals and 360° views to showcase technological advancements.

5. Enhancing Lead Generation & Customer Support

Problem: The site lacked effective consultation features, resulting in missed opportunities to convert visitors into leads.

Solution:

• Integrated an AI-powered chatbot to guide users through inquiries and initiate sales conversations.

• Implemented a prominent call-to-action (CTA) system, making it easier for customers to connect with specialists.

• Subscription and resource sections encourage ongoing engagement with Halliburton’s updates and insights.

Impact & Results

The redesigned Halliburton.com now offers a streamlined, modern, and engaging experience, significantly improving navigation, product discovery, and lead conversion.

• Personalized content strategies drive higher user engagement and relevance.

• Refined navigation and product organization make it easier for customers to find and explore offerings.

• Enhanced lead capture tools provide a direct path to customer inquiries and consultation requests.

• A responsive, mobile-first approach ensures an optimized experience across all devices.

This project reinforced my expertise in enterprise UX, conversion-driven design, and digital transformation for global brands.