Case Study > Briggs & Stratton
THE CHALLENGE
Assist a top-notch interactive agency with redefining the information
architecture and user experience of a major global corporation’s
flagship website, integrating the content and functions of multiple
external sites, and designing over 400 screens within an aggressive
timeframe.
THE SOLUTIONS
Briggs & Stratton is the world’s largest producer of air-cooled
gasoline engines for outdoor power equipment. With clients worldwide,
the Milwaukee-based company has been designing, manufacturing, marketing,
and servicing the best-known brand of small engines since 1908. With
such a large and diverse client and customer base, Briggs & Stratton’s
primary website has many audiences performing a myriad of tasks. From
searches for maintenance and repair resources, to direct purchase of
products online, thousands of visitors each month use the website seeking
education and support for the products their families depend on.
To better serve their customers, connect with existing communities,
and introduce new revenue sources, a full redesign was planned.
Interactive experts, Finn
Digital of Milwaukee were tasked with the crucial first phase of
the overhaul and tapped Molstad Consulting to support internal efforts
related to web analytics, information architecture, and prototype design.
Web Analytics
The first step involved a web analytics and conversion assessment of
the primary site and 2 key sister sites. Screens and sections were evaluated
for their ability to move users to the next stage in the conversion
process, track crucial data, and provide a solid overall customer experience.
Findings, recommendations, and annotated screenshots were documented
and presented to the end client. A detailed report was also submitted
with a step-by-step process for implementing a comprehensive web analytics
methodology with topics ranging from URLs and meta tag structure to
email marketing and social media best practices.
Taxonomy & Sitemaps
Molstad Consulting utilized card sorting methods and led discovery sessions
with Finn Digital staff members to define the taxonomy and navigation
for the primary website. This process involved the integration of content
and functions from a number of external partner sites. Suggestions on
labeling, order, syntax, and context were offered throughout. Quality
assurance was also provided during the sitemap documentation phase along
with assistance with client meeting preparation.
Prototypes & Wireframes
Molstad Consulting acted as a consultative “third eye” ensuring
interfaces reflected decisions and strategies defined in the taxonomy
phase and showcased optimal usability and intuitive conversion paths.
Project management of selected production deliverables was also provided,
including updates to an internal online collaboration tool, processing
and prioritization of task lists, channeling of communication, and preparation
assistance for presentations to the development team and end client.
Design Justification
In advance of final delivery of all sitemaps and prototypes, Molstad
Consulting drafted an extensive report tying each site feature and content
offering to previously established business goals, and key user tasks
illustrating how they are achieved and fulfilled. This report also served
as justification for a variety of new, community-building features introduced
during the prototyping process and demonstrated the team’s clear
understanding of Briggs & Stratton’s current situation and
future opportunities.
THE RESPONSE
"Finn Digital has enjoyed a long and mutually beneficial relationship
with Molstad Consulting. The strength of our relationship allowed Molstad
Consulting to quickly get up to speed for providing carefully considered
design specifications within an aggressively paced project schedule.
Molstad was required to lead selected analysis and design components
and participate as team member in others, and did so flexibly, efficiently
and effectively. Most importantly, Molstad Consulting provided clear,
concise project communications and relevant review comments that helped
the overall project team deliver on challenging project milestones.
We select our external strategic partners carefully and will continue
to work with Molstad Consulting as a trusted member of our “extended
team” for analytics and usability architecture – Molstad
meets all of our high standards for success!"
- Bill Finn, Principal, Finn Digital
"Brian has the right mix of expertise and experience to integrate
seamlessly with our team. His web analysis and recommendations for improvement
are spot on and he is always pleasant, prompt and extremely professional.
I highly recommend his work."
- Jill Schmidt (Thompson), Interactive Strategist, Finn Digital