UX / UI design

Enhancing in-store experience and data capture

Kubota produces an extensive selection of farm machinery and construction equipment, with a large dealer network spread across Australia. With a large range of products on offer, one of the big challenges was demonstrating the differences between the various models in-store.

The goal of this project is to provide relevant product information to customers that enable them to understand the various features and benefits of the different pieces of equipment and to assist dealers to convert sales.

Enhancing in-store experience and data capture


The first step in the process was getting a genuine understanding of the challenges facing both dealers and their customers. A series of interviews were conducted to better understand these and to develop the insights that would ultimately inform the solution.

A key learning coming out of the research was that construction workers hardly ever come into dealerships and handle most sales over the phone. Therefore, the content for the kiosk would need to focus on in-store visitors only.
Secondly, most dealers find it difficult to follow-up on walk-in customers, as they only capture customer data upon completion of a purchase. It therefore became a requirement to capture customer data in an early stage.
And thirdly, dealers indicated they do not have all product models in-store (and the product catalogue does not display all products either). So for both dealers and customers, the kiosk should serve the need to compare and browse the complete product range.


The idea centered around the development of digital kiosks that were integrated in the in-store buying process, enabling customers to easily compare machinery, while also capturing customer data for dealers to be able to follow-up the conversation after initial contact.


The sleek digital kiosks were installed in key dealerships. They feature touch screens that enable customers to easily access information on the different Kubota products while also providing the information they need to make direct comparisons to competitor products on the market.  The kiosks also feature current retail offers and information relevant to the time of year and the current season. Multiple data capture points facilitate the gathering of consumer details and data.

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