new website for kubota tractor corporation
Kubota Tractor Corporation needed a new website with design, UX and CMS overhaul.
personas
Residential Turf

- Age: 40+
- Gender: Male/Female
- Property Size: 0.5-10 Managed Acres
Does not rely on product to earn a living.
Minimal knowledge of product set.
Commercial Turf

- Age: 40+
- Gender: Male
- Property Size: 0.5-10 Managed Acres
Relies on product to earn a living.
Moderate knowledge of product set.
Novice Hobbyist

- Age: 40+
- Gender: Male/Female
- Property Size: 2 - 15 Managed Acres
Does not rely on product to earn a living.
Minimal knowledge of product set.
Experienced Farmer

- Age: 45+
- Gender: Male/Female
- Property Size: 15-100 Managed Acres
May/may not rely on product to earn all/part
of living. Moderate knowledge of product set.
UTV / Recreational

- Age: 40+
- Gender: Male
- Property Size: 10+ Acres
( may not all be managed)
Does not rely on product to earn a living.
Moderate knowledge of product set.
Construction

- Age: 40+
- Gender: Male/Female
- Property Size: N/A
Relies on product to earn a living.
Moderate knowledge of product set.
The website content was created around four themes:
Brand
kubota story, history
Education
Product purchase guidance
Information
customer education
Lifestyle
farm/construction culture

Then distributed across the company’s website, social channels, emails and press releases.

find a dealer
Because Kubota products are only sold at certified dealers, their site had to provide an easy way for farmers - hobbyists to professionals - to find a dealer close to their property.

18
%
Boost in Unique Users
38
%
increase of users locating their local dealers
32
%
rise in total visits