Escorts Kubota

Empowering farmers with a simple, digital way to find the right tractor and trusted dealers.

Escorts Kubota is a leading agricultural and tractor brand in India. I designed its digital platform from scratch, transforming it into a scalable, multilingual, and user-friendly experience that helps farmers explore tractors and connect with local dealers effortlessly.

Background

Before this project, Escorts Kubota didn’t have a digital platform designed for farmers. The challenge was to build an experience from the ground up that made tractor discovery simple, supported multiple languages, and connected users with trusted local dealers.

Challenges faced

Diverse users: Simplified navigation + multiple languages.
Rural connectivity: Optimized images for fast loading.
Scaling content: Modular design system for regional rollouts

Role

UX/UI Designer

Team

Developers, fellow designers, marketing, stakeholders

Time Frame

~32 weeks

Metrics

Tractor Model Views: 2.1M actions/year --> strong product interest.
Dealer Locator Interactions: 1.5M/year -> high purchase intent.
Language Toggle Usage: 800K/year -> proves accessibility success.

Use Cases

Finding the right tractor: Farmers can explore models based on what they grow, their land size, or the power they need without feeling overwhelmed by technical jargon.
Reaching trusted dealers: A simple search helps them quickly connect with local, authorized sellers, complete with directions and contact details.
Comparing options side by side: Instead of flipping through brochures, they can easily see which tractor best fits their needs.
Switching languages: With one click, farmers can use the site in the language they’re most comfortable with.
Exploring finance and offers: Access to loan options and seasonal promotions helps them plan purchases with confidence.
Taking resources offline: Manuals, brochures, and tips can be downloaded, so farmers still have important information even with limited connectivity.

Competitor analysis

The hero image highlights Escorts Kubota’s powerful machinery with dynamic visuals. The text clearly points out key products, and a visible call-to-action invites users to explore. The layout naturally guides the eye from the image to the headline and button.

From this, I realized Escorts Kubota could benefit from immersive hero visuals to showcase its tractors, machinery, and farm solutions. Clear CTAs like ‘Explore Products’ or ‘Locate a Dealer’ would guide users immediately, and using vibrant, authentic photography could create a stronger connection with farmers while highlighting the brand’s expertise.

Explorations

I analyzed leading agricultural machinery websites to study their design, user experience, and content, identifying best practices to guide the redesign of Escorts Kubota’s digital presence.

To utilise immersive visuals to showcase tractors and farm solutions. Add interactive features like product filters and dealer locators to engage users. Ensure clear navigation and mobile-friendly design for a seamless experience

Immersive Visuals
Pros: Highlights tractors and farm solutions in real-life settings, instantly grabbing attention.
Cons: Big, high-quality images might slow down loading on slower connections.
Considerations: Optimize images to keep them sharp but fast-loading.

Interactive Features
Pros: Filters, category bars, and dealer locators make exploring products easy and engaging.
Cons: Can be tricky to implement and may affect mobile performance if not done carefully.
Considerations: Focus on essential interactions and test them on all devices.

Clear Navigation & Mobile-Friendly Design
Pros: Makes browsing categories and finding dealers simple on any device.
Cons: Too many options at once could overwhelm new users.
Considerations: Keep navigation clean but make sure all key info is easy to reach

Wireframes

Created wireframes to map out key pages, user flows, and interactions, ensuring a clear and intuitive experience for users exploring tractors and farm solutions.

Designed the product page to clearly showcase different tractor categories, making it easy for users to discover models and navigate options efficiently

Created a visually engaging landing page that highlights key tractor categories and immediately guides users to explore products or find a dealer.

Final Visual Design

The final screens bring Escorts Kubota’s machinery and solutions to life with striking visuals, clear navigation, and interactive features. They guide users smoothly, make exploring products easy, and create an engaging, user-friendly experience

Closing thoughts

Redesigning Escorts Kubota was a journey of combining robust machinery, modern tech, and user-focused design to make exploring products easier and more engaging

Key Takeaways

User-Centered Design: Focusing on farmers and machinery users from the start helped me create experiences that feel simple and intuitive.

Visual Storytelling Matters: Using strong visuals and clear layouts made the products and solutions more engaging and easier to understand.

Iterative Design Works: Testing and refining screens showed how small tweaks can make a big difference in usability.

Balance Content & Simplicity: I learned it’s important to provide detailed product information without overwhelming users.