John Deere is a long standing leader in farm equipment and considered one of the most quintessentially American brands. As competitors have gradually taken market share, JD has differentiated themselves by pioneering new technologies that improve the farming process. Our job was to help JD educate their audience about the developments.
The Ask
Our creative team was asked to design a tool for JD's sales team that explains how new technology fits into the annual farm cycle and helps their customers.
The Idea
To reinforce Deere's embrace of digital technology, this experience needed to be a cross-platform digital interface rather than a paper brochure. To quickly but accurately detail the large number of difficult decisions that farmers need to make and paired those decisions with solutions, the experience was organized into three perspectives: business, agronomy and operations.
The Design Process
The initial design sketch was inspired by ripples in a pond, following the idea that the results of decisions close to the center are made earlier and effect decisions made later on toward the edge. This visual allowed us to scale the decision process with a central focus rather than a typical linear timeline.
The Finished Product
The final design was The JD Operations Decision Experience, an HTML5 site built for tablets and phones that could easily be navigated by touch. To ensure the experience could be used outside of wifi range, we streamlined the graphics to preload quickly. JD dealerships now have a visual sales tool that helps them explain how the company's new products improve effeciency and yield.
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