Case Study

Increasing Revenue Through Design Thinking

Industry: Heavy Equipment Manufacturing

Overview: One of the world’s top 10 heavy equipment manufacturers and parent company to several leading brands.

Services Used: Experience, Strategy, & Technology

The Business Challenge

This manufacturer understood that their disjointed online experience was contributing to dealer frustration and missed revenue. To address this problem, they committed to develop a new, comprehensive design system, allowing for easier navigation, improved user experience, and brand satisfaction.

TMG's Solution

TMG crafted an end-to-end design solution that encompassed research, strategy, process, design, and execution.

Through in-depth research, TMG created personas and mapped them to persona-oriented workspaces, delivering a connected sales and support experience across brand touchpoints.

The Results

Increased number of orders

Driving data-backed decision making

Improved customer service

Defined & added new e-commerce features like automated refund & tax credits

Implemented Agile process

Through persona creation, a single point of entry for dealers, and data-backed user experience improvements, TMG delivered a more user-focused journey across brand touchpoints. As a result, the client achieved increased revenue and portal engagement.

Why This Matters

A disjointed eCommerce experience doesn’t just reflect poorly on your brand — it costs you sales. For this manufacturer, unifying their online experience wasn’t just a design choice; it was a strategic move to deliver measurable business impact.

Persona-driven design means focusing on your customers’ needs. Embrace this design approach and your customers will notice, leading to increased satisfaction, engagement, and ultimately revenue.

Have you embraced design thinking?