Helping grounds crews manage their equipment maintenance

The Toro Company, a manufacturer of professional and residential turf and snow equipment, selected RBA to design and build their customer website portal, myTurf. Their portal leverages the Sitecore platform to drive engagement and eCommerce.


Outdated platform, limited feature set

Toro had been using a legacy web solution that was no longer supported and had an outdated user experience. The legacy solution was limited in features and was becoming difficult to support. This led to delays in releasing the features to drive more engagement and commerce.


Upbeat and positive reviews

Toro launched the solution in early 2018 to their existing commercial customer base to very positive reviews.

At a recent Sitecore Symposium, Toro was on stage for the keynote presentation with Sitecore’s CMO to showcase the innovation of myTurf.

How we did it

Key components

Interactive Prototypes

We created an interactive wireframe to get feedback from users and stakeholders. We also tested our designs at the annual Golf Turf Show through focus groups of Toro dealers.


Through user research and interviews, we created a set of personas for dealers and employees. The personas enabled us to guide feature development and prioritization.

Technical Strategy

We identified the key integration points and designed the architecture to support a long-term solution that leveraged existing investments.

Measurement Strategy

We interviewed key stakeholders at Toro to define KPIs (Key Performance Indicators), targets, and segments for each of their business goals. We also created a framework for ongoing reporting and analysis.

Visual Design Concepts

As part of the engagement we created three distinct visual design concepts for Toro to pick from.


We worked collaboratively with Toro in an agile co-delivery model and tracked project velocity in Power BI. 

Multilingual Solution

The tool now offers users to be able to interact in 15+ languages. Offering users an experience tailored to their location.

Commerce Solution

The solution offers the user the ability to order parts, schedule service activities and routine maintenance tasks, track inventory, monitor fleet health and labor expenses.



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