Support farmers in their day-to-day activities
Bridging the gap between theory and practice to increase customer loyalty and satisfaction.
Company
Global animal nutrition company
Core team
- Product manager
- Domain expert
- Developer
- UX researcher/designer (me)
Outcome
- Insights and hypotheses
- Validated prototype
- Advice on next steps
Challenge
Currently, when consultants advise customers, there is a gap between theory and practice. How might we prevent the gap between theoretical recommendations and real-life farming practices, leading to unplanned "negative" customer interactions and instead, shift the focus to "positive" outcomes?
When I joined, the team had a high-level understanding of the problem space and what outcomes to aim for as well as some rough ideas for solutions that they wanted to take forward and test.
My role
- User research: interviews and field studies
- Planning and facilitating a Lean UX workshop, guiding the team in defining the problem and aligning our efforts to address it effectively
- Hypothesis testing and validation
- UX/UI Design: From wireframes to high-fidelity prototype
Understanding context
Deep dive into agriculture
I interviewed farmers, observed them and visited their companies on site. This gave us insight into the wishes, needs and behavior of the target group and into the existing technologies, solutions and tools.
We visualized our insights into an experience map to illustrate the target groups processes, needs, and perceptions as they take steps to achieve their goals in their day-to-day activities.
Achieving alignment
Prioritize and test hypotheses
To help frame the problem and focus the team on the right outcomes I planned and facilitated a Lean UX workshop. This helped to engage the whole team in activities to draw out assumptions, discover customer motivations, generate high-impact insights and create alignment around prioritized, testable hypotheses.
Read more
Facilitate consultants in customer visitsUtilizing scientific animal models in support of consultants during customer visits.
Design process optimization to improve DesignOpsA self-initiated project in which I established guiding principles and consistent toolsets.
Create company-wide consistencyA self-initiated project in which I expanded the company's design system.
Improve the On-site Nutritional Advice service for consultants and customers Identifying opportunities and redesigning the app.