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Website Design

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Cenex Website

Project Objectives

Re-imagine Cenex’s flagship website, creating value for B2D, B2B and B2C audiences throughout their journey while strengthening brand equity across the entirety of our ecosystem.

Project: Cenex Website

Role: UX Designer     

Collaboration:


 Project Overview:

Cenex Background

CHS Inc. is a leading farmer-owned cooperative based in the United States. It operates across various segments of the agriculture and energy industries, providing services such as grain marketing, energy, crop nutrients, livestock feed, and more.

Cenex is a brand owned by CHS Inc., specifically associated with the energy sector. Under the Cenex brand, CHS provides a range of energy-related products and services, including refined fuels, lubricants, propane, and renewable energy solutions. Cenex is known for its presence in the agricultural and rural communities, offering fuel and energy solutions to farmers, ranchers, and consumers in these areas.

Project Objectives

The Cenex.com website redesign and re-platform project seeks to revitalize the platform, targeting B2D, B2B, and B2C audiences. The overarching objectives include enhancing product discovery, facilitating B2D lead generation through clear acquisition funnels, and fostering deeper connections with dealers via impactful brand storytelling. The project also aims to improve consumer brand connections and unify key performance indicators (KPIs) for streamlined measurement. This comprehensive approach underscores the commitment to creating a dynamic and user-centric website that fortifies brand equity and resonates with all stakeholders across the Cenex ecosystem.

Emphasis is placed on a robust data collection strategy, incorporating modern technologies, architectural best practices, and optimizing site speed and SEO to ensure scalability and future relevance.


Image of 3 target audience & high level goals per audience:

  • 1. B2B: Capture and facilitate more transactions from B2B audiences, connect brand and product understanding to purchase

  • 2. B2D(Dealer): Attract and convert new dealers

  • 3. B2C: Capture new c-store visitors and encourage brand loyalty

Cenex has 3 primary audiences: 

  • B2C: Everyday consumers who need gas and c-store offerings; homeowners who use Cenex/CHS propane to fuel their homes

  • B2B: Agriculture operators (farmers), fleet owners, construction companies, heavy duty/industrial applications such as mining, railroad (people who will use our lubricants and the premium diesel products) B2B is the priority.

  • B2D: Prospective dealers - gas station owners contemplating joining the Cenex brand

Pain points:

1. Unclear if the location finder is meeting goals. This doesn't seem to match user behavior and it's hard to find amenities. 

2. Paid media campaigns - are we sending them to the right content/CTA? And is our website strategically laid out to guide people to these conversions and increase product awareness and interest? 

3. No clear tie between campaigns and website experience - are our brand differentiators (locally owned and giving back) coming through? 

4. Use-case specific tools that show the value of combining premium diesel and lubricants 

5. More ways to engage prospective dealers 

6. Ability to upsell customers and inform them of cross-functional products and services. 

7. Mobile device responsiveness. 70% of our traffic comes from mobile, so we need more interactive mobile solutions that can be easily updated and maintained internally. 

What are their business objectives, separate from the site? 

  • Consumer: Grow brand engagement and grow awareness of our reasons to believe: We are locally owned and operated and we give back to our communities. 

  • Refined fuels: Launched new premium diesel formulation in fall 2022; continue upgrading retail locations and telling story of how we're exceeding consumer expectations; increase gas gallon consumption from our competitors. 

  • Lubricants: Grow gallons, with new customers or with existing customers (these could be lubricants customers or could be refined fuels customers we can convert). To grow, Cenex lubricants is looking at growing into Canada, which would make Cenex.com international. 

  • propane: Begin Cenex propane program (these are dealers who buy 100% of their propane from CHS and therefore are entitled to use the Cenex brand in their marketing. These are the only retailers who show up on our dealer locator for propane), showing value of Cenex brand for customers looking for a supplier.

 Research & Analysis:

  • User Research & Persona Development:

    • Share key insights from user research and highlight user personas.

  • Competitor Analysis:

    • Summarize the main competitors and insights gained from analysis.


 

4. Ideation & Prototyping:

  • Conceptualization & Information Architecture:

    • Showcase key ideas and the project's information architecture.

  • Prototyping:

    • Present wireframes and interactive prototypes.

5. Visual Design:

    • Style Guide & High-Fidelity Mockups:

    • Establish the style guide and showcase high-fidelity mockups.

Development Phase