Helping grounds crews manage their equipment maintenance
Service
DevOps
Industry
Manufacturing
Platform
Sitecore
Key Terms
Personas, Measurement Strategy, Multilingual Solutions, and Commerce
Quick Snapshot
An Extranet Portal for B2B Commerce
Challenge
The Toro Company faced significant challenges with its outdated legacy web solution. The platform’s limited feature set and unsupported nature hindered the ability to deliver a modern, engaging user experience. This lack of innovation caused delays in launching features critical for increasing user engagement and driving eCommerce success. As a result, the system became a bottleneck, limiting the company’s ability to support its commercial customers effectively and scale its operations.
Solution
RBA partnered with Toro to design and build a cutting-edge customer portal leveraging the Sitecore platform. The process included creating interactive prototypes and gathering feedback through focus groups, crafting personas based on user research, and developing a robust technical strategy for seamless integration with existing systems. The multilingual solution was designed collaboratively using an agile co-delivery model. The platform incorporated innovative features like visual design concepts, eCommerce capabilities, and advanced fleet management tools to deliver a tailored user experience.
Impact
The launch of myTurf in 2018 was met with overwhelmingly positive feedback from Toro’s customer base. The solution’s innovative features, such as parts ordering, service scheduling, and fleet monitoring, significantly enhanced user engagement and operational efficiency. Its success earned Toro a spotlight at a Sitecore Symposium keynote presentation, where their innovation was showcased alongside Sitecore’s CMO. The new platform not only elevated customer satisfaction but also positioned Toro as a leader in digital transformation within their industry.
Process
RBA approached the myTurf portal development with a comprehensive and user-focused methodology. The process began with the creation of interactive prototypes, allowing stakeholders and users to provide feedback through focus groups at events like the annual Golf Turf Show. Using insights gathered, RBA conducted user research and interviews to develop detailed personas representing Toro’s dealers and employees, ensuring that feature development aligned with their needs.
A technical strategy was designed to identify key integration points and build a scalable architecture that leveraged existing systems. To measure success, RBA defined KPIs and targets through a measurement strategy, creating a framework for ongoing reporting and analysis. The design phase included the creation of three distinct visual design concepts, enabling Toro to choose a direction that resonated with their brand vision. Using an agile co-delivery model, RBA collaborated closely with Toro to ensure consistent progress, tracking velocity through Power BI.
The final solution was a multilingual, eCommerce-enabled platform offering functionality in over 15 languages and providing users with tools to order parts, schedule maintenance, track inventory, and monitor fleet performance. This strategic, iterative approach ensured the delivery of a robust and innovative customer portal.
Interactive Prototypes
Personas
Technical Strategy
Measurement Strategy
Visual Design Concepts
Co-Delivery
Multilingual Solution
Commerce Solution
Solution
The myTurf portal was designed with a strong emphasis on e-commerce functionality to enhance Toro’s ability to serve its commercial customers efficiently. The platform introduced a seamless parts ordering system, enabling users to quickly locate and purchase the equipment parts they needed. In addition, it allowed users to schedule service activities and routine maintenance tasks, reducing downtime and improving operational efficiency. A fleet management system was integrated, empowering users to monitor equipment health, track inventory, and oversee labor expenses—all within a single platform. These features streamlined the user experience by consolidating critical functions, making it easier for customers to manage their operations. The solution’s multilingual capabilities further expanded its accessibility, offering support in 15+ languages to cater to a global audience.
By transforming the legacy system into a fully integrated e-commerce platform, Toro not only improved customer engagement but also positioned itself as a leader in digital innovation within the turf and snow equipment industry.
B2B Commerce Systems
Multi-Lingual Design