John Deere | Building a Digital Farm

Digital Transformation · Customer Experience · Stakeholder Enablement · Global Delivery

Supporting the redesign of a global equipment manufacturer's digital experience by connecting business expertise, customer needs, and technology delivery.

The Challenge

John Deere's customers don't always work behind desks. They're in fields, on construction sites, and in environments where connectivity, time, and access to information matter.

Redesigning the company's website required more than modernizing its appearance. The experience needed to help customers discover equipment, compare products, and locate dealers across devices and real-world working conditions.

The challenge was to deliver a dependable digital experience while aligning global technology teams with the people who understood the business best.

My Role

As Associate Director of QA at Digitas, I led global quality delivery and worked directly with John Deere's business and technology teams at its headquarters in Moline, Illinois.

My responsibilities extended beyond technical validation:

Cross-functional leadership: Coordinated onshore and offshore teams, developers, business stakeholders, and delivery partners.

Stakeholder enablement: Translated complex technical processes into practical guidance, helping business teams participate confidently in User Acceptance Testing.

Customer experience validation: Oversaw navigation, product discovery, mobile usability, accessibility, performance, and cross-device testing.

Delivery governance: Established UAT workflows, issue escalation procedures, and transparent reporting to support informed decisions and release readiness.

A significant part of the engagement involved helping subject-matter experts turn their knowledge of agriculture and equipment into meaningful acceptance criteria.

The Outcome

The project supported the delivery of a redesigned digital platform built around the needs of customers in the field.

Key accomplishments included:

Coordinated global quality delivery across business and technical teams.

Established repeatable UAT processes and trained stakeholders to evaluate the experience independently.

Validated product discovery, equipment comparisons, and dealer-location journeys.

Tested performance and usability under low-bandwidth and mobile conditions.

Strengthened collaboration and release readiness through structured governance and communication.

Why It Matters

The most valuable part of this project wasn't simply validating a new website.

It was helping people who understood tractors, agricultural equipment, and their customers become active participants in shaping a digital experience.

Technology transformation succeeds when the people closest to the business have a meaningful role in designing and validating the outcome.

That principle continues to shape how I approach digital innovation and AI-enabled transformation today.