Financials is a farm management platform that allows farmers to calculate their return on investment in their farm throughout the year. As the company was preparing to launch Financials to customers, they learned beta users had difficulty creating digital farms to onboard into the product, which put it at risk for poor customer adoption. Our goal coming in was to identify and resolve the critical issues preventing farmers from creating a digital farm before the product’s official launch.
Through usability testing, we discovered a 60% failure rate in onboarding due to unintuitive navigation and farm creation controls, as well as a misalignment between how farmers expected to see data vs how the product actually displayed it. We facilitated workshops with business stakeholders to fix how product features better aligned with the needs of real farm operations; the solution introduced data organization better aligned with customer expectations, flexible far creation workflows, and a more intuitive navigation system.
The result: over 1,000 new customer sign-ups within the first few weeks of launch, a company milestone of reaching 200M+ acres of digital farmland, and increased overall investment in the Financials product.
Product Design Strategy, User Experience Design, User Research
The "Farm Field Tree" navigation improved farm organization, while the global season filter gave growers better control over data and insights into past performance of each field.
We gave growers the ability to upload field files they use for other agriculture tools to prevent recreating assets from scratch.
We used the same design approaches for the native iOS mobile app to allow growers to create and manage farms on the go or on the field while away from their computers.
Schedule a free call to learn more about how we can best serve you.
Schedule a free consultation