Case Study
Agribusiness Digital Product Experience
The Wilbur-Ellis Agribusiness website serves a broad portfolio of products, markets, crops, articles, videos, and technical resources. The challenge was to make that information easier for customers to navigate while giving the internal team a more consistent way to manage it.
The Challenge
The existing website had grown over time around individual pages and campaigns rather than a unified content system. Important product information could be buried, resources were often accessible only through individual product pages, and navigation could shift unexpectedly when visitors moved between Agribusiness, Pro Markets, Organics and Seed content.
The site also needed to support:
- A large and varied product portfolio
- Crop- and market-specific customer journeys
- Product labels, SDS files, sell sheets and videos
- Stronger search, SEO and generative-search visibility
- Reusable templates that the internal team could maintain
- Future programs connecting needs, products and supporting evidence
Designing a scalable product and content ecosystem
My Approach & Contributions
I treated the site as a connected publishing system rather than a collection of pages.
The product template brought forward the information customers need to evaluate a product, including product type, intended use, crops, supporting resources and related products. Articles gained summaries, clearer heading structures, anchor navigation and connections to products and solution topics.
Resources such as videos, labels, SDS files and sell sheets were separated into crawlable content types instead of remaining attachments buried inside product pages. The search experience was then structured to prioritize products before videos, resources and articles.
A shared header system was also designed to preserve the visitor’s market context. A customer entering through Pro Markets, for example, could continue seeing the appropriate identity and navigation while viewing shared product or resource content.
I combined design, information architecture and hands-on development responsibilities:
- Developed the WordPress content architecture
- Designed reusable product and article templates
- Created product, crop, market and solution taxonomies
- Built market-aware navigation behavior
- Structured resource relationships across products, videos and articles
- Developed the internal search hierarchy and filtering model
- Migrated and cleaned existing content
The Results
The accomplishment extends beyond designing individual webpages. I combined visual design, content architecture, taxonomies, reusable templates, and WordPress development to create a digital system that could support a complex and growing product portfolio.
The resulting system included:
- Reusable product and article layouts
- Product-first internal search
- Crop, market, solution and resource taxonomies
- Dynamic market-aware headers
- Structured related-product and related-content relationships
- More prominent SEO language and page hierarchy
- Mobile and accessibility refinements
A foundation for future agronomic “Programs” connecting needs, products and supporting evidence
The redesign created a stronger foundation for managing a complicated portfolio without building a separate experience for every market or content type. Product pages became more useful destinations, supporting materials became discoverable independently, and future content could be added through repeatable structures rather than one-off layouts.
This project demonstrates that my digital work is not limited to designing individual webpages. It includes the structure, technical implementation and governance required to make a large marketing ecosystem sustainable.
Let's Work Together!
Duis euismod curabitur leo justo risus sollicitudin in mus, diam nascetur cursus aliquam fermentum tincidunt felis, sodales nulla primis.
Phone
(255) 352-6258
San Francisco, CA
Copyright © 2026 Divi. All Rights Reserved.