Translating the ABB Drives service portfolio into a high-performance interactive sales tool
For a global leader like ABB, offering a comprehensive service portfolio is as much about clarity as it is about technical expertise. With services spanning from spare parts to modernization and long-term agreements, the volume of information was vast. Buorre was tasked with taking a traditional, text-heavy PowerPoint presentation and transforming it into an interactive brochure that acts as both an informative guide and a dynamic sales prop.
The primary objective was to simplify and structure a massive amount of service data into a user-friendly format. We aimed to create a tool that allows salespeople to navigate the portfolio flexibly during customer meetings, using interactive demonstrations to explain complex lifecycle concepts. The goal was to ensure that potential customers don’t just hear about the services but see the benefits in practice, leading to better retention and faster decision-making.
We began by distilling the client’s technical data, identifying the most crucial information to ensure the brochure remained clear and scannable. We then developed three key interactive pillars.
Life Cycle Timeline: An interactive graph that allows users to toggle between specific time periods, such as 0-5 or 15-20 years. This demonstrates how ABB supports a drive through every phase of its life, making the abstract concept of lifecycle tangible.
Modernization Visualizer: To explain the difference between Upgrades, Retrofits, and Replacements, we implemented a hover-feature. As the user explores, the tool highlights exactly which components are affected, providing an engaging way to visualize the physical impact of each service. This also creates concrete comparison between the three, helping the user to distinguish the differences between them.
Agreement Builder: We designed a module for ABB Motion OneCare that acts as a live demonstration tool. Salespeople can select different service buttons to build a tailored agreement plan, visually checking off offerings to show how a plan is personalized to a customer's specific needs.
When a salesperson can demonstrate a customized service plan in real-time, interactive design turns a static presentation into a professional prop. Complex technical value becomes instantly easier to understand and remember.
The final result is an intuitive, theme-sorted collection of ABB’s global service expertise. By integrating direct links to relevant web pages and simplifying the navigation, we’ve created a comprehensive reference tool for service information. The brochure successfully bridges the gap between deep technical descriptions and accessible sales argumentation, proving that even the most complex service portfolios can be made engaging through smart UI/UX design.
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