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Crop Insight: Agri Intelligent for Field-to-Profit

Year

2020

Role

UX Designer

Company

Impact Terra

In 2020, Myanmar's agricultural startups were busy tackling operational challenges. Yet, reliable data on what truly happened on the ground remained difficult to find, hindering meaningful development for everyone – from financial providers and input suppliers to consultants and farmers. This lack of data transparency hindered everyone's ability to make informed decisions and strengthen their operations. Impact Terra saw an opportunity to empower everyone through a data platform. As a designer with farming roots, I was thrilled to be part of this product.

From Legacy to User-centric Design

Crop Insight's current form is an internal tool supporting Golden Paddy app teams, offering incredibly valuable features like weather forecasts, satellite-based soil analysis, and crop growth tracking.

However, the interface was designed for internal use, not farmers or other key stakeholders. My chat with users revealed, it is loaded with technical jargon, features were grouped based on confusing database logic, and insights were buried in mounds of numbers and text.

Transforming Struggles to Reliable Helper

Recognizing the pain points, I embarked on a journey to transform Crop Insight into a user-centric platform. I started by replacing the technical jargon with plain language. But reorganizing the features presented a unique challenge. This involved collaborating with my product manager and engineer to understand user needs and map out ideal workflows. Next came the data visualization. Agricultural data is notorious for its complexity. Even user-friendly charts often have multiple axes and cryptic labels. Deciphering this "expert code" was a challenge in itself!

We addressed this by mapping user outcomes for every use case, aligning labels and insights to guide users towards their goals. Visualizations were redesigned to be readily grasped, and exported formats were optimized for effortless sharing in presentations. Additionally, I led the development of a UI kit for the platform, laying the groundwork for a consistent design system in the future. Ultimately, in collaboration with an external firm, we brought the platform to life. At last, it's the perfect time for user testing to gather valuable feedback.

Guiding the Product with Data

We discovered that grouping all insight’s parameters together significantly increased load times, exceeding 5 seconds on average. We restructured the interface to subcategorize them based on date, location, and insight type, reducing load times to under 5 seconds. User feedback also led to slightly larger fonts for improved readability.

For the next launch, we addressed another key user feedback; a quick overview of key developments in their target location. We restructured high level navigation to accommodate new dashboards, each dedicated to showcasing key developments in its category. Enhanced navigation and new visualization techniques further empowered users to make data-informed decisions with fewer clicks.

Before launching the platform to a wider audience, we designed a flexible account management system with features like trial accounts for potential users. Comprehensive launch preparations included website updates, a compelling marketing video, and even email design. We were confident these efforts would pave the way for the platform's success.

Unlock the Market's Secrets

Crop Insight empowers all stakeholders. Input suppliers can now track individual crop needs across diverse landscapes, tailoring recommendations to maximize yields and boost farmer trust.

Financial providers can finally lend with confidence, taking advantage of our field insight, they can address against defaults and credibility issues, offering financial assurance with agricultural expertise.

Precise forecasts and proactive pest/disease prevention features stand with farmers in the field, minimizing losses and maximizing harvests.

Rewards and Insights

Our customers are reaping tangible rewards, leveraging data to make profitable decisions. Enhanced accessibility and usability have elevated the brand experience, increasing recognition and solidifying their position in the sector. The platform also fuels the success of the Golden Paddy app by providing valuable data and insights to its users.

Personally, this project was a transformative journey. Initially overwhelmed by its complexity, I learned to embrace iteration and experimentation.This invaluable experience has shaped my approach to product development, equipping me with a deep understanding of user needs and the iterative process of creating impactful solutions. I'm excited to carry these lessons forward into my future endeavors.

Let Me

Terraform

Your Mars

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Dribbble

Redesigned in May 2024

Let Me

Terraform

Your Mars

copied to clipboard

Dribbble

Redesigned in May 2024

Let Me

Terraform

Your Mars

copied to clipboard

Dribbble

Redesigned in May 2024

Let Me

Terraform

Your Mars

copied to clipboard

Dribbble

Redesigned in May 2024