A Web Foundational Strategy (i.e. experience brief) was created as a deliverable to help the John Deere brand team and internal gyro teams align on project objectives, synthesize research findings to fulfill ultimate user experience goals, and serve as documentation to inform remaining phases of the project.
To generate the Foundational Strategy a research plan was created, with significant investment on primary research which included: 12 stakeholder interviews, on-site feedback polls using HotJar, heatmaps, session recordings, and analysis of performance/traffic analytics through SiteCatalyst. Secondary research included in-depth best-in-class brand portal analysis to identify competitive benchmarks to aspire to.
The Foundational Strategy informs the production roadmap for the creation of successful digital products by understanding, prioritizing, and leveraging insights from three key strategic pillars: