Massey Ferguson briefed Smallfry to completely redesign their tractor chassis and cab control layout, introducing latest in-cab technologies. To gather user insights as part of our customer-focused process our designers went ploughing with a representative set of farmers.
A crucial design requirement emerged – whatever new technologies are introduced into the cab (improved seating, aircon etc) the tractor is incomplete unless there is room for the farmer’s dog …who goes everywhere with him!
We believe passionately that customer-focused design delivers commercial success!
