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“Rob Hufton led the design of the JCB global website with a clear focus on CRO and UX principles. His strategic approach balanced brand impact with user behaviour, resulting in a site that not only looked world-class but delivered measurable performance across global markets.”
Matt McClurg / Global Marketing Director
JCB needed a new responsive website framework capable of presenting more than 500 products across multiple international markets.
Customers had to find the right machine, understand its capabilities and make contact with a local dealer. Internally, the platform also needed to work with legacy systems and JCB’s Sitecore content management framework.
Research with JCB customers and stakeholders
We created wireframes and interactive prototypes for mobile and desktop, followed by a scalable system of responsive website templates.
The designs balanced JCB’s distinctive global brand with practical product discovery and clearer enquiry routes. The framework could be adapted across different markets while maintaining a consistent customer experience.
The resulting templates were adopted in more than 12 countries.
During the first three months, JCB recorded a 66% increase in new machine enquiries and a 300% increase in enquiries for large excavators.
The project demonstrated how user research, UX design and conversion rate optimisation can improve the commercial performance of a complex international website without compromising the brand.
Explore our UX design services or talk to Higher Ground about improving an established website or digital platform.
