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Customer centric design

Burden Bros agri

Reimagining Burden Bros Agri's website for the user

Burden Bros Agri, part of the Burden Bros BB4 group, is a supplier of new and used agricultural equipment. An authorised supplier of John Deere equipment as well as other leading brands, the company also services machinery and offers consultancy to farms seeking to optimise operations.

The scenario

The greatest challenge in reimagining Burden Bros Agri's website was the variety of different enquiries and the need to balance across the variety of machines they sell. How best to get our visitors to the information they need?

Our approach

We started with in-depth stakeholder interviews with key department heads, building personas of the range of potential customers and planning the site's information architecture from the ground up. A big part of the discovery was calculating the site's entry points for each of our distinct personas.

We introduced a traditional category system (to allow for good SEO penetration) but coupled it with a "Smart Search" facility which turned the browsing experience into series of short questions, each one narrowing down the results set. We also leveraged an instant search facility by integrating with Algolia Search.

The result

The new easy to use website was launched in August 2019. With a customer-centric focus the platform enables users to quickly access the information and support they need. The website has been designed to be accessible on desktop and mobile devices – important for farm operators looking for equipment information out in the field.

The new website has opened new doors as it is far easier to navigate and much more user-friendly. By taking the time to understand their customers’ needs and business objectives, we were able to develop a site that performs quickly and effectively directs enquiries.


Solving complex digital problems other agencies can't handle.

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