John Deere
Multi Dealer Platform

The John Deere dealer platform was built on a 20-year-old system that limited what dealers could manage on their own. Simple updates like editing navigation, updating social links, or creating landing pages required developer support, creating friction and slowing down marketing efforts.

This presented an opportunity to modernize the platform into a flexible, scalable system that empowered dealers to manage their own content, move faster, and better support their marketing needs. At the same time, the solution needed to maintain brand consistency across a diverse network of dealers, while supporting multiple business divisions such as agriculture and construction.

Working as part of a cross-functional team of designers, developers, strategists, and stakeholders, the goal was to create a platform that balanced control, consistency, and scalability across the entire dealer network.

I initially joined the project to support and evolve an established dealer platform that had been in place for many years. As I worked more closely with the system, I saw opportunities to enhance flexibility for dealers while still working within the existing structure.

Early on, I partnered with developers and project managers to introduce improvements within the current CMS. One of the key enhancements was implementing shared content tokens, which allowed dealers to update elements like social links and footer navigation more efficiently. These updates helped streamline workflows and reduced the need for developer involvement on routine changes.

As the platform continued to grow, I contributed to a larger initiative to modernize the experience. I worked closely with dealers, project managers, SEO strategists, and developers to gather input and align on goals. From there, I helped define the overall structure by creating a comprehensive sitemap, ensuring all necessary pages and relationships were clearly mapped out.

I led the wireframing process, collaborating with cross-functional teams to shape layout, content hierarchy, and functionality across the platform. A major focus was creating a flexible system that supported both consistency and customization. I designed a library of reusable components—such as hero sections, content panels, and CTAs—that allowed dealers to build and manage pages more effectively while maintaining a cohesive experience.

After wireframe approval, I moved into visual design, continuing to collaborate with developers to ensure feasibility and scalability. The design system was structured to allow global updates through SCSS, making it easier to manage styles across the platform. Accessibility was also a key consideration, and designs were created with ADA compliance in mind.

I then translated the designs into responsive front-end templates using Bootstrap and SCSS. Throughout development, I worked closely with backend developers and project managers to ensure smooth implementation within the CMS. Regular collaboration and handoffs helped maintain alignment from concept through launch.