PRODUCTIVITY
Farmer App
It is an app that aims to simplify agricultural decision-making by centralizing information on prices, products, and specialized services in agricultural areas of Spain.
Project Owner
Paulonia
Timeline
8 weeks
Role
UX
UI
Testing
Design QA
Figma
Jira
Photoshop
Loom
Slack
Methodologies
Atomic Design
Lean Kanban
Usability Test
Dispositivos
Web
Mobile
Problem
In agricultural areas of Spain, farmers face multiple challenges that affect their productivity and profitability, including:
The dispersion of information about crop auction prices complicates quick and efficient decision-making.
Agricultural management faces difficulties in utilizing resources optimally, as each stage of crop growth has specific needs.
The shortage of skilled labor and specialized services during peak demand seasons.
The difficulty in quickly accessing tools, machinery, and sector-specific supplies sometimes limits farmers' operational efficiency.
UX Phase
Based on the identified problems, I started mapping the possible modules of the app.
Additionally, I conducted a market study including websites and similar apps in Spain to understand the terminology and trends in the sector, making the app more effective and tailored to the needs of farmers in the local market.
With all the gathered information, I defined the final modules. Among them:
Throughout the design process, I led feedback sessions with the client and the development team to align the product both technically and commercially.
UI phase
I created a reduced color palette to facilitate control and consistency in the app. By this stage of the project, there was no defined brand branding, which allowed me to propose a color range. I chose green as the primary color due to its familiarity in the agricultural market, along with yellow and red to represent warning and error states, respectively.
Typography
Satoshi
Color Palette
Auctions Section
Users can access daily average prices by crop, review prices by auction, and explore price history to analyze trends and make informed decisions about their crops.
Auction Section
Services Section
The app offers three categories: crews, whiteners, and tractors. Users can hire these services directly through the app.
Services Section
Products Section
Users will be able to explore products in two modules: one focused on crops and growth stages, and another on pests. This approach is designed to facilitate informed purchases, allowing farmers to choose products that fit their specific needs.
Products Section
Ads Section
Users can post buy and sell ads and access information on all available ads. Additionally, if they are interested in any ad, they have the option to contact the advertiser via chat.
Products Section
User testing
Resources
Prototype, script, tasks and scenarios.
Type of tests
Guided Sessions.
Metrics
Efficiency, effectiveness, satisfaction survey.
Insights and Solutions
First insight
During testing, users mentioned that they only produce certain crops and therefore do not need to browse through or see other crops before finding the ones they are interested in. They suggested having a way to customize the crops displayed on the main screen based on their preferences.
Solution
I added filters by crop group to make navigation easier, since each group contains different varieties. I also incorporated a drag-and-drop sorting functionality on the main screen, allowing users to customize the crops according to their interests, ensuring that the most relevant crops appear first every time they access the app.
Improvements on the Main Screen – Auctions
Second insight
During testing, users pointed out the need to know in advance the jobs offered by the services of squads, whitewashers, and tractors without having to access the full information. They also mentioned that the jobs within the whitewashers and tractors services vary in price and that they need to know the prices for each type of job.
Solution
I redesigned the interface for the list of companies offering services in each category. For the Squads category, I added a summary of jobs and prices based on the workday. For the Whitewashers and Tractors services, which are offered per hectare, I included detailed prices based on the type of work.
Improvements in the Services Section
