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John Deere

John Deere is one of the most recognized brands in the world. Their mission is to create innovation to feed the world for generations to come. I served as their creative lead through Sapient, and collaborated with an amazing team and clients that helped shape my career. 

Challenge

ROLE

Creative Director

TEAM

UX Designers​ (2)

Visual Designers (2)

Offshore Development Team (8)

Enable customers with scalable
product tools to improve their dealer experience. 

As the creative leader for the John Deere account, the client wanted to create a seamless product selector experience to their existing marketing platform. This global transactional tool would serve as a flexible framework to allow internal divisions to commit to a corporate-wide solution. Our team’s role defined the needs and capabilities of the product and built the first iteration of the tool.

Results

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USER PERSONAS

Large-scale Commercial Farmer

•  This is the main life-blood of the John Deere customer base

•  Wants education on the available models and parts

•  Highly technical; builds strong relationship with dealers

Residential Customer

•  Often confused by too many variances in product line

•  Competitive market, so education of products is key

Hobby Farmer

•  Farm enthusiast with disposable income

•  Well educated and researcher of products-digitally savvy

•  Competitively shops and seeks products to find value

CUSTOMER JOURNEY

The customer journey map (above) is an example of the large-scale commercial customer entering the experience through JohnDeere.com. They have various touchpoints to existing tools that have to be accounted for. The product selector is a supporting tool that enables dealer outreach. It’s critical that the solution aligns with existing buying tools such as Build Your Own and Request a Quote experiences.

Results

BUSINESS IMPACT

•  Increased visibility of their products

•  Provided personalization on needs

•  Educated the consumers

•  Reinforced the JD Marketing Platform strategy

DEALER IMPACT

•  Created efficiency in dealer process

• Increased visibility of products to dealer sales teams

•  Opened new sales opportunities for Dealer Mobile Tools

Create a flexible path to purchase by creating a product that is helpful and supportive throughout the buyer’s journey.

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UX RESEARCH

Our team interviewed both dealers (3) and customers (10) throughout the discovery phase to help define the pain points and critical design needs for the project. We leveraged several competitor examples within the industry, as well as the auto industry to help inform our experience.

Create a single marketing platform for the global business to leverage to encourage brand consistency and efficiency.

Discovery & Research

Enable and support customers with valuable machine information to help inform the buying decisions prior to go visiting a dealer.

Leverage the John Deere marketing platform to govern the brand and user experience across many divisions globally. 

John Deere CS Work

VISUAL DESIGN

Our team successfully implemented a flexible framework into the John Deere marketing platform. This tool enables multiple businesses to leverage transactional buying tools to help educate customers so they can be aware of all the various complexities of a product. We discovered through user research and dealer discussions there were two types of customers: Novice users (Help me decide) and Expert users (Start with filters) that allowed for two different experiences. 

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FEATURE COMPONENT

Flexible components were created to integrate into the marketing platform design system, allows for easy maintenance and brand consistency.

PRODUCT LISTS

Educate customers through comparison tools to help them select the right products and build awareness for additional options.

PRODUCT COMPARE

Integrate existing tools into the experience to build continuity throughout the user journey.

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CUSTOMIZEABLE COMPONENTS

Provide templates within the design system that allows customized product exploration to corporate marketing teams that need to populate the tool in the future.

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NOVICE VS. EXPERT FLOWS

Creating two different approaches for novice vs. expert users was a key innovation. The team created a wizard-like approach to education as well as a faceted navigation for expert buyers.

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FACETED NAVIGATION FOR EXPERTS

Quick navigation experience that is easy to adjust the selections to accommodate expert customer needs to find products quick and easy.

HELP ME DECIDE TOOLS

Easy-to-follow questions to help Novice customers who don’t know products to decide what is the best fit for their needs.

SCALABLE PRODUT SOLUTION

We delivered a scalable product solution so the business can re-use our component library  to extend to additional product lines and businesses globally.

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