WEB DESIGN

Tractor Supply Company

Web design for a farm and ranch superstore.

Tractor Supply, the largest rural lifestyle retailer in the United States, had 1,600+ stores, a recognizable retail brand, but its digital experience was a little behind.

The data revealed something interesting: customers were using the search bar like Google. They weren't just searching for products. They were looking for answers, advice and help getting things done.

That insight shaped a new digital experience. I redesigned the homepage and user flow around the customer journey to make TractorSupply.com easier to shop, then helped create Life Out Here, a lifestyle content hub built around the questions customers were already asking.

UX/UI Design / Brand Strategy / Web Design / Email Marketing

STEP #1

Align the Brand.

The opportunity was to create a cleaner, brighter digital experience while staying connected to Tractor Supply’s established brand.

We refined the font hierarchy, reversed the navigation to white and shot new photography that better captured the brand’s personality across mobile and desktop.

I also created an icon system for departments, delivery and key brand messaging, making the mobile experience easier to navigate.

STEP #2

Design for Flexibility.

Tractor Supply had a lot to communicate: thousands of products, seasonal offers, departments, delivery options and personalized content, with priorities changing quickly.

I created three flexible homepage experiences built around modular, drag-and-drop content blocks with multiple type and layout options. The system gave the team more ways to promote changing content while creating a clearer path from discovery to product.

STEP #3

Life Out Here.

Tractor Supply customers are doers. They maintain their homes, farms, ranches and animals themselves, and the search data showed they were looking for help along the way.

They weren't just searching for products. They were searching for answers.

So we created Life Out Here, a lifestyle content hub filled with useful, relevant content that made Tractor Supply more than a place to shop. It brought the idea of “being a good neighbor” to life online.