Yanmar Tractors
Redesigning the online D2C tractor purchase journey to build trust with a new tech-savvy target audience.
My Role: UX Design Lead
Team: Branding Design Lead, Senior UI Designer, Brand Strategist, Project Manager
Yanmar has been a leader in tractor engines for over 100 years. Their drive to innovate now extends to how tractors are sold by embracing a new tech-savvy, lifestyle-oriented target audience and 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 tractor function with attachements, delivery scheduling and checkout with financing.
Goals
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.
Case Study
Coming Soon