Simplifying Tractor In-Cab Displays

The Challenge

John Deere's tractor operators were struggling with overly complex in-cab displays that hindered productivity during critical farming operations. The Layout Manager was significantly underutilized, and the Help Center failed to provide adequate user support, leading to operational inefficiencies and user frustration.

Research Methodology

Comprehensive User Research Approach

We collaborated directly with John Deere's UX team to understand existing pain points, then conducted comprehensive user research with farmers at Iowa State University to validate issues and uncover additional insights.

Key Research Findings

User Personas

Theo Thompson, 56

Farmer

Background:

An experienced farmer and technician with practical agricultural knowledge.

"Customization is huge... Because when you're so used to it, you just realize that like this is how this doesn't work."

Needs

• Efficiently manage essential tasks like planting and harvesting using the tractor's display interface
• Access real-time data and information to continuously monitor ongoing tasks and operations
• Require the interface to seamlessly integrate with various agricultural activities to enhance productivity and efficiency

Motivations

• Motivated to enhance productivity by efficiently managing tasks and monitoring them in real-time using the interface
• Strive to optimize resources (time, labor, materials) to reduce costs and maximize profits in farm operations
• Seek to make informed decisions based on data and information, aiming to improve crop yield and quality

Frustrations

• Encountering repetitive manual data input processes for new equipment profiles and configuration of implements
• Challenges in manually inputting details repeatedly, especially when using different equipment
• Difficulty in navigating and customizing the interface due to complex processes and lack of intuitive guidance

Wireframing

Low-fidelity wireframes exploring layout management and help system integration

Design Solutions

Solution #1

Enhanced Help System

Replaced text-heavy documentation with visual "Help Guide" and QR-code "Video Tutorials," making guidance more accessible and context-aware during operation.

60%

Faster help access

Solution #2

Streamlined Run Page Creation

Simplified dashboard setup with clear buttons, contextual tips, and smooth animations, reducing configuration steps from 14 to 8 clicks.

43%

Reduction in steps

Solution #3

Intuitive Page Set Management

Introduced multi-select capabilities and intuitive controls like "Set as Active," simplifying organization and reducing cognitive load during customization.

50%

Faster organization

Usability Testing Results

Quantitative Validation Using NASA TLX

We conducted rigorous usability testing comparing the current interface with our proposed design, using both NASA Task Load Index and Likert scale assessments to quantify improvements.

Impact & Business Value

The redesigned interface successfully validated our hypothesis that simplified navigation and enhanced help systems would improve operator efficiency. The quantitative results demonstrate significant improvements in user experience metrics critical for agricultural productivity.

Key Business Outcomes

• 41% decrease in mental demand reducing operator fatigue during long work sessions
• Enhanced safety protocols through improved deletion warnings and confirmation flows
• Improved training efficiency with visual help guides reducing onboarding time

Design System Principles Established

Key Learnings

• Industrial UX requires balancing feature richness with operational simplicity
• Environmental factors (sunlight, vibration) significantly impact interface usability
• Quantitative validation through standardized metrics (NASA TLX) provides credible evidence for design decisions
• Cross-functional collaboration with engineering teams essential for feasible solutions