Syngenta Digital
Improving how farmers create and manage digital farmland
UX/UI Design
Design Strategy
The Challenge
Financials is a farm management platform that allows customers to calculate their farm’s return on investment in throughout the year. As the company was preparing to launch to customers, they learned beta users had difficulty onboarding 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 setting up their digital farms before the product’s official launch.
Our Approach
Through testing with farmers, we discovered a 60% failure rate in onboarding due to unintuitive navigation, farm creation controls, and poor data organization. We collaborated with product leaders to quickly identify and improve the product features to better meet the needs farmers running large operations. The solution introduced new and streamlined navigation and creation workflows that better aligned with customer expectations.
Contextual Information
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.
Faster Farm Creation
We gave growers the ability to upload field files they use for other agriculture tools to prevent recreating assets from scratch.
Impact
The result was over 1,000 new customer sign ups within weeks of launch, helping the business achieve a milestone of documenting over 200 million acres of digital farmland to help optimize performance across their digital product portfolio.