Case Study > Briggs & Stratton
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.
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.
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.
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.
"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