Yanmar Tractors
Redesigning the digital D2C tractor purchase journey to build trust with a tech-savvy target audience.
Yanmar has been a leader in tractor engines for over 100 years. Their drive to innovate extends to how tractors are sold by embracing a new tech-savvy, lifestyle-oriented target audience by offering a streamlined online purchase experience with white-glove delivery. Their e-commerce purchase flow needs to evoke the quality that the brand is dedicated to.
I led the design efforts to optimize the end-to-end purchase flow including subflows for comparing models, customizing tractors with attachements, checkout with financing, and delivery scheduling.
Project Brief
Make it easier for new customers to find products that match their needs and compare the tractor features.
Build confidence in purchasing online with an intuitive experience that guides customers through the shopping journey.
Make it easy to customize and purchase a tractor online.
Solutions
Compare Models
For customers early in their journey, the Tractor landing pages provide clear comparison of the most important model specs. Making it easy to customers to evaluate which model is best suited for their needs.
Build Your Tractor
A tractor is only as good as its attachments that do the job. An intuitive experience allows customers to include exactly what they need when purchasing a tractor.
Checkout with Financing
Yanmar partnered with a bank to offer instant financing approval. The challenge was to integrate the application experience with the e-commerce checkout flow.
