Website Design & Application UX


Using stakeholder collaboration, wireframe designs and prototyping, Higher Ground provided a template used in over 16 countries, receiving over 500,000 visits per month from searches.

The Brief

To refresh JCB’s global brand experience, create a responsive framework and an enhanced sales enquiry mechanism.

To consult with and provide SEO advice and benchmark keywords on JCB’s global digital marketing campaign for JCB Australia.

To design and implement a senior management auditing tool for regional dealership performance reviews.
To manage a lean nationwide PPC campaign over 12 months.


The challenge

The digital evolution of JCB required consolidation of more than 500 existing products and the systemic integration of a range of legacy platforms.

User Experience Design was critical and required complete renewal of JCB’s information architecture, interactiveness, responsiveness and brand styling.


We increased sales leads, search presence and improved user interaction

By meeting the core objectives of designing and deploying a more responsive framework and enhanced sales enquiry mechanism, Higher Ground enabled JCB to further increase their sales potential from an enhanced and refreshed suite of highly responsive and interconnected global websites.

4000+ more organic users per month for

• Customer research

• Conducted user research and customer profiling

• Website design

• Workshops, wireframes & prototypes through to iterations

• Online marketing

• PPC and SEO to boost the site in Google for key terms


We analyzed data from sales team leads to analytics and marketing data. We also interviewed heads of department and actual buyers. We conducted search engine journeys from product searches in Google (such as backhoe loader) and also from a brand search starting from the home page. In the first 3 months of data we saw a 66% increase in new machine enquiries including a 300% in enquiries from large excavators.


Would you like help making your digital product a delight to use?