Caterpillar / Solar Turbines
A case study in three parts (2017-2019)
NOTE: I have created three case studies to accompany the summary below, but I am not permitted to show them in my online portfolio. Please contact me to learn more about this work, and in the meantime, enjoy one of my daughter's urban planning experiments (apparently, the system design impulse runs in the family):
The Problem
Solar Turbines sells turbines and a remote-monitoring service. The turbines are purchased by a wide range of customers, but only the smallest customers tend to buy the remote-monitoring service—which contains elements of software, concierge assistance, and insurance.
Solar Turbines sells turbines and a remote-monitoring service. The turbines are purchased by a wide range of customers, but only the smallest customers tend to buy the remote-monitoring service—which contains elements of software, concierge assistance, and insurance.
The Observation
The remote-monitoring service appeals to smaller customers for two reasons: First, they typically only have one or two turbines, so reliable operation is critical. Second, these companies are too small to justify hiring their own turbine expert. By contrast, larger customers have in-house experts and many turbines—only some of which are truly critical.
The remote-monitoring service appeals to smaller customers for two reasons: First, they typically only have one or two turbines, so reliable operation is critical. Second, these companies are too small to justify hiring their own turbine expert. By contrast, larger customers have in-house experts and many turbines—only some of which are truly critical.
The Hypothesis
If the concierge assistance and insurance were removed from the equation—greatly reducing the price—then large customers would buy the resulting DIY version of the software.
If the concierge assistance and insurance were removed from the equation—greatly reducing the price—then large customers would buy the resulting DIY version of the software.
The Prototype
An early customer meeting, however, exposed both a fundamental problem and a surprising opportunity. The problem, from the customer's perspective, was that the software focused on the wrong thing: it zoomed in on the health of the individual turbine rather than considering the health of the overall site/plant. The opportunity, though, was more straightforward: with just a few tweaks to the most basic pieces of data, millions of dollars could be saved. Inquire about Part 1
An early customer meeting, however, exposed both a fundamental problem and a surprising opportunity. The problem, from the customer's perspective, was that the software focused on the wrong thing: it zoomed in on the health of the individual turbine rather than considering the health of the overall site/plant. The opportunity, though, was more straightforward: with just a few tweaks to the most basic pieces of data, millions of dollars could be saved. Inquire about Part 1
The Validation
Soon after these ideas began to take shape, another Caterpillar group asked to use the design system that we were developing. Though the two projects appeared unrelated, it quickly became clear that this other group could use far more than our design system—they could use the entire new architectural model described above. Inquire about Part 2
Soon after these ideas began to take shape, another Caterpillar group asked to use the design system that we were developing. Though the two projects appeared unrelated, it quickly became clear that this other group could use far more than our design system—they could use the entire new architectural model described above. Inquire about Part 2
The Iteration
Of course, when creating customer-facing software, it's not enough to just get the basic architecture right. You also need industry-standard usability. Inquire about Part 3
Of course, when creating customer-facing software, it's not enough to just get the basic architecture right. You also need industry-standard usability. Inquire about Part 3
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PART 1 – 2017
On some risky business in Monaco
If jet lag, espresso, and champagne aren’t enough, try adding some UX designers to your next international sales meeting
PART 2 – 2018
On turning inside out at Caterpillar
When peeling an onion, it’s best to start with the outer layer
PART 3 – 2019
On stealing the best of everything
When getting back to basics, try not to overthink it