kubota tractor corporation needed a new website with design, ux and cms overhaul.


personas

Map Residential Turf
A woman using a riding lawnmower
  • 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.
Map Commercial Turf
A man using a riding lawnmower to cut grass
  • Age: 40+
  • Gender: Male
  • Property Size: 0.5-10 Managed Acres
Relies on product to earn a living.
Moderate knowledge of product set.
Map Novice Hobbyist
A man and woman posing for a picture while holding their pet chickens
  • 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.
Map Experienced Farmer
An older man and woman holding their crops
  • 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.
Map UTV / Recreational
A man using a U.T.V to pull a tree stump from the ground
  • 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.
Map Construction
A man in a hard hat driving heaving machinery
  • 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

Lifestyle Education Information Brand

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

Mobile Friendly
Social

Social

Youtube

Youtube

Website

Website

PR

PR

Email

Email

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.

 


Find a Dealer

mattering more

18

%

Boost in Unique Users

38

%

increase of users locating their local dealers

32

%

rise in total visits