Yanmar
Transforming the tractor purchasing experience with a direct-to-consumer (DTC) model tailored for North American customers.
Overview
Yanmar wanted to transform the buyer experience through their website with a modernized, digital ecosystem and a better way to tell their brand story.
Through close collaboration with their team, a scalable, global, modular design system was designed. The experience was crafted to make purchasing a tractor online simple and educating consumers along the way. Their voice & tone evolved, with SEO considerations integrated to balance their brand story with targeted keywords, helping drive traffic to their site.
Contributions
Partnered with Yanmar’s North America leadership team to uncover their strategic goals and brand vision for their DTC initiative.
Conducted a series of discoveries to align stakeholders on the project's creative strategy, business goals, brand, Ul, UX, content, development, and launch planning.
Collaborated with UI/UX designers, developers, and marketing teams to craft compelling brand stories to drive customer engagement.
Expanded the team to include expertise in SEO, voice & tone, and brand story creation.
Helped identify strategic opportunities for applying the design system across the Yanmar brand.
