Context
Agri-Maxx manufactures agricultural irrigation filtration systems and serves enterprise-level clients across the agricultural industry. Their existing site was outdated — failing to communicate their technical credibility to new prospects or support their primary business goal: expanding their client base.
I was brought onto the project as the sole UX and development resource, responsible for the entire redesign from research through implementation.
This case study documents active work in progress. Research findings, design decisions, and outcomes are being added as the project develops. What's here reflects the methodology and thinking behind the work so far.
The Problem
Agri-Maxx operates in a niche B2B space where trust and technical authority are everything. Their site needed to communicate credibility to sophisticated enterprise buyers — while remaining accessible to prospects who are less familiar with filtration systems. Getting that balance wrong in either direction loses clients.
The business goal was clear: modernize the site and drive more client contact. But behind that goal was a more specific research question — what does an enterprise agricultural buyer actually need to see before they reach out?
Research Approach
With no direct access to Agri-Maxx's end users at this stage, I'm conducting thorough secondary research to build a picture of the B2B agricultural buyer and the competitive landscape before any design decisions are made.
Competitive Analysis
Mapping how direct and indirect competitors — agricultural equipment, irrigation, and filtration companies — present their value, structure navigation, and communicate technical specifications to mixed audiences of technical and non-technical buyers.
Buyer Context Research
Understanding the decision-making context of enterprise agricultural buyers — what information they need at each stage, what builds trust, and what creates friction in the evaluation process.
Content Audit
Evaluating the existing site's content against what buyers actually need — identifying gaps, redundancies, and messaging that undersells Agri-Maxx's actual capabilities.
Rapid Wireframing
Translating research findings into wireframes and layout proposals quickly, using client feedback cycles to refine direction before committing to high fidelity work.
Early Findings
Competitive analysis across the agricultural filtration and equipment space revealed consistent patterns in how successful B2B sites build trust with enterprise buyers:
Authority signals matter immediately
Enterprise buyers decide within seconds whether a vendor looks credible. Client logos, certifications, and specificity of product information carry more weight than marketing copy.
Technical depth alongside plain language
The strongest competitors offered both — detailed specs for engineers and decision-makers, and plain-language summaries for executives and operations managers.
Contact friction is a conversion killer
B2B buyers who are ready to talk shouldn't have to hunt for a way to reach out. Buried contact paths are a consistent weakness across the competitive set.
Visual modernization signals operational currency
An outdated site subconsciously signals an outdated company. Enterprise buyers are making long-term vendor relationships — they want to see a company that invests in itself.
Current Status & Next Steps
Research and competitive analysis underway. Initial wireframes and layout directions in development. Client review and iteration cycle in progress.
What's next
Translating early findings into a clear information architecture and site structure. First wireframe review with the client to validate direction before moving to visual design.
What I'm watching
Whether the client's instinct about their audience matches what the research is showing. Alignment between business goals and user needs is where the best design decisions come from.
What this project is teaching me
B2B agricultural is a long way from consumer apps — and that distance is making me a sharper researcher. When you can't rely on your own intuition as a user, the research has to do all the work.