- Role: Strategy, Information Architecture, UI/UX Design, Webflow Development
- Industry: Agricultural Technology
- Platform: Webflow
- Scope: Website Redesign, CMS, Responsive Design, Migration, SEO Redirects
XAG is a global smart agriculture technology company founded in 2007, developing agricultural drones, robotics, automation and IoT systems used by millions of farmers across more than 70 countries. XAG Australia brings this technology to the local market through an expanding network of resellers, operators, training and after-sales services.
As the Australian business expanded, its website had to support far more than a growing product catalogue. Products, services, training, technical support and educational resources had become spread across a fragmented structure that was difficult for customers to navigate and difficult for the internal team to maintain.
I redesigned and rebuilt the website as a clearer, more scalable digital platform—combining information architecture, UI/UX design, Webflow development, CMS planning and migration strategy.
#UX/UI design #Webflow develop
The Challenge
A complex smart agriculture business had become a complex website
XAG Australia supports a complex ecosystem of agricultural drones, ground-based equipment, automation, software, training, technical support, custom solutions, reseller services and educational resources. The website needed to serve growers, contractors, operators, resellers and customers seeking after-sales support—each with different questions and paths through the platform.
The previous website had grown around these needs without a clear information system. Product information was difficult to compare, support paths were unclear, and the internal team lacked a structured way to maintain an expanding library of products, services and resources.
Part of old site structure
Information
Architecture
From Complexity to Clarity
I audited the existing website and mapped every major content type, including agricultural products, brands, services, training, technical support, case studies, downloads, videos and policy content.The new information architecture organised the platform around clear customer journeys: Products, Services, Training, Support, Resources, Company, and contact or partner pathways. This created more predictable navigation and gave every major content type a defined role within the wider XAG Australia website.
The final sitemap defined not only the navigation, but also the purpose, content and conversion path of each page.
Visual Design
Making advanced agricultural technology easier to understand
The visual design needed to communicate advanced agricultural technology with clarity and credibility, without becoming cold or overly complicated. I created a cleaner interface with stronger hierarchy, purposeful product imagery, clearer typography and more focused calls to action.
Product pages for agricultural drones and ground-based equipment were reorganised around customer use cases, product benefits, technical features, specifications, videos, downloads and supporting services. Reusable layouts and responsive behaviour kept the product experience consistent across desktop, tablet and mobile.
Webflow CMS Architecture
A scalable operational system behind the interface
The XAG Australia website was designed as one connected system rather than a collection of isolated pages. Webflow CMS architecture, reusable components, customer support workflows and the website migration plan were developed alongside the visual experience.
Scalable CMS
Products, product series, brands, case studies, media, videos, downloads, training and safety content were organised into connected Webflow CMS collections. This allowed content to be reused across category pages, product pages and resource sections without manual duplication.
Support workflows
I mapped customer journeys for product support, repairs, warranty claims, maintenance and incident investigation. The flow helped customers prepare the correct equipment details, invoices, photos, videos and flight logs before submitting a request.
Reusable components
Reusable navigation, cards, product modules, forms, filters and resource layouts made the website easier to expand while protecting consistency across a large number of pages.
SEO-safe migration
Old and new URLs were reviewed, 301 redirects were planned, and missing destinations were identified to reduce broken links and unnecessary 404 errors during the migration to Webflow.
Outcome
A Clearer Product Platform and a Stronger Content System
The redesigned XAG Australia website brought products, services, training, customer support and educational content into one connected digital experience. It strengthened product discovery for customers while giving the internal team a more structured Webflow CMS and reusable system for future growth.
For customers
- A scalable CMS structure
- Reusable page components
- Clearer content relationships
- Simpler publishing workflows
- A platform ready for future products and services
For the internal team
- Clearer navigation
- Stronger product presentation
- More useful support pathways
- Easier access to resources and downloads
- A more credible and consistent brand experience
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