Owner Information
UX Design Lead & Publishing Lead
Select any image to view full-size page screenshot.
After Redesign - Desktop
My Contributions
- Lead UX Designer
- Attended 10 live qualitative research sessions and adapted designs during sessions to match user suggestions
- Continually updated internal designs and shared with key stakeholders (content owners)
- Performed ongoing A/B testing after redesign to continually improve labels and content priority
- Lead Publisher
- Translated my designs into the CMS and published live test pages for qualitative research (hidden from search engines)
- Published highest priority pages across all divisions (10+ pages), then delegated 100+ additional pages to available publishers with training and instructions on how to fill out the new template
- Worked closely with fellow UX designers to select appropriate icons for the new quick select bar, ensuring iconography was fitting and helpful to users
Key Results
- More than 3x increase in KPI clicks on tasks: buy parts, warranty registration, attachments
- SEO rankings shot to page 1 from unranked (page 4 and beyond)
- Visitors increased 3x to 5x+ across various product types
- Key tasks above-the-fold and labeled with user language instead of confusing internal John Deere terms
- WCAG compliant and easy to navigate
I was the lead designer and publisher for this colossal project involving a qualitative user research panel to significantly improve the performance of the Owner Information section of Deere.com.
Everything started with a simple analytics insight in 2020: I noticed these pages were getting poor SEO rankings and essentially had no design at all. I consulted my UX Researcher partner for analytics and we found that the pages had fewer views than we'd expect. The ask was: If I redesigned these pages, could we engage more users and provide meaningful content to meet their needs?
On further investigation, I found that online user website feedback frequently mentioned the need to make owner information such as manuals, parts replacement, and attachments easier to find. Because the existing content had abysmal SEO rankings, and product pages did not link to information for existing owners, the user need gap became even clearer.
With my initiative, I put together some initial redesign concpets in a wireframe format and presented the ideas to the stakeholders (content owners) and got buy-in to perform qualitiative user research. This research was the first qualitative research I led as a UX Designer, and concluded in exceptional results for both users and the business.
Collaborating with stakeholders, we identified three primary goals: 1) Increase KPI clicks for parts purchases, attachments searches, and warranty registrations; 2) Significantly improve SEO rankings; 3) Enhance visual appeal and navigation with user-focused language
I designed multiple variations for both desktop and mobile, integrating live feedback from research sessions hosted by a third-party collaborator. The results were outstanding, with stellar SEO improvements (from unranked to page 1) and a surge in unique visitors to the Owner Information pages. Website feedback showed a drastic reduction in complaints about how to find owner information, proving the project had a real impact on user behavior and satisfaction.
After - Mobile
Before - Desktop & Mobile
See a Live Page Sample*
The USA version of this page has been retired. You will be directed to the Canadian English version that still uses the same template I designed.