As a contracted, in-house lead UX Architect for Deere & Company, I was tasked to redesign their flagship global website Deere.com, which hadn’t been redesigned since 2007.
Fully re-map the product portfolio
Work with researchers to test, remotely, to customers
Deere is a global company with 100+ countries, each with their own “satellite” website. The IA and design system needed to reflect that diversity.
Numerous stakeholders, agency design teams, domestic and foreign developers, executives, and customers-as-champions reviewing work and revising.
Consideration for various use cases, like product comparison, browsing/shopping/committing, etc.
Solution and Approach
With a diverse set of stakeholders, a global footprint, and billions of dollars in product to cover, I worked closely with Information Architects, Researchers, Subject Matter Experts, and various team leads to work through a structure and approach that would become the foundation for their redesign launch in 2016.
Sketching and Wireframing for Navigation/System Design
Use Case Analysis and Prioritization
Metrics and Prioritization
Led Multi-Day Workshops with Stakeholders to gather unmet needs, concerns and biases
Prototyping (throughout this page) for shopping and testing
Card Sorting sessions (for multi-level directory)
Audit of other Deere.[country] websites, like UK, Spain, Germany, etc.
Clear direction on design, sitemapping, product categorization, and global satellite sites
A prototype that gained consensus, identified discussion points for future opportunities
Alignment with external agency that would assist in the design and development