XAG Australia

XAG Australia sells high-value agricultural drone solutions. Purchasing is complex, involves multiple considerations, and rarely happens through a standard e-commerce flow. I redesigned the web experience to better support customers at every stage of their decision-making journey.

The existing website did not reflect how customers actually make decisions — complex product information, a non-linear purchase journey, and heavy reliance on offline sales meant the site was failing at conversion.

The new web experience better aligns with how customers actually make decisions — improving clarity, reducing friction, and enabling more confident purchasing.