SHE THINKS MY TRACTOR’S SEXY

Titan Machinery redefines the way an
entire industry searches for equipment

AN INCREDIBLE BRAND NEEDS AN ONLINE PRESENCE TO MATCH

Titan Machinery is, in a word, impressive. In five short years, they became a public, multi-billion dollar company. Today, they are one of the world’s largest retailers of Case and New Holland equipment with over 96 dealerships across the Midwest and Europe. But their website wasn’t quite as impressive. It was outdated and making updates was time consuming and costly. Worst of all, users were abandoning their equipment search page in droves.

2 CITY GIRLS, 20 FARMERS, 17 CONSTRUCTION DUDES AND A WHITEBOARD

We’re not going to lie. Most of us are city folk. So, building a platform that would satisfy farmers and construction workers alike was a challenge that we were excited to tackle. First things first, we needed to know our customers. Through exhaustive interviews and research, we developed key personas for multiple users in multiple industries.

A SEARCH BY ANY OTHER NAME…

Next, we developed user flows, sketches and paper prototyping with a huge focus on equipment search. After conducting competitor research, we were not impressed. Our take? The industry was antiquated and no one was doing it right in mobile. Until now.

A PRESENCE NOW WORTHY OF TITAN MACHINERY AND THE PEOPLE THAT WORK THERE

The new equipment search is getting more than triple the traffic. Users are spending twice as much time in equipment search, saving favorites and sharing equipment via social and email. Dealerships are seeing more foot traffic. We also noticed that the leading equipment search aggregators have changed their tools to mimic ours. That’s cool, guys. Imitation is the sincerest form of flattery.