AgridFlow - Farming SaaS & UX UI Design

User Research

Researching for user insights

• During the user research phase, the team identified key challenges users faced while interacting with the product. By gathering both qualitative and quantitative feedback, we were able to gain a deeper understanding of the users' real needs and expectations.

Key Findings

• 77% of users

  Expressed frustration with complex navigation, indicating a clear need for a more intuitive interface. Users often felt confused and overwhelmed by the current structure, which slowed them down and made the product harder to use.

• 52% of respondents

  Highlighted a lack of transparency and access to real-time farming data. This insight points to the importance of surfacing actionable, up-to-date information to support faster and more informed decision-making in farming operations.

• 64% of users

  Reported a lack of effective task tracking tools, which hindered their ability to manage daily farming activities efficiently. They expressed a strong need for a simpler, clearer system to organize and monitor ongoing tasks within their workflows.

User Profile

Detailed farmer profile analysis

• To better understand the day-to-day experience of our users, we conducted in-depth profile analysis of key personas actively using the platform. One such profile is James Anderson, a farm operations manager who plays a central role in organizing and supervising farm activities.
  
  By observing James's usage behavior and gathering direct feedback, we were able to identify both the strengths of the current system and the main areas for improvement.

User Discussions & Insights

Design shaped by feedback

• Gathering real input from farmers allowed us to directly shape design decisions around real-world needs. Through structured interviews and behavior analysis, we identified which improvements had the most tangible impact and how quickly users adapted to changes.

Key Findings

• 64% - Better Data Access

  Users reported that enhanced task features significantly boosted their ability to access real-time data, resulting in more efficient decision-making.

• 72% - Easier Task Management

  A majority confirmed that managing daily tasks became easier, with a clearer structure and better visibility into workflows.

• 5h 15min - Fast Onboarding

  Most users adapted to the new interface in just over five hours, indicating an intuitive and user-friendly design.

Problem and solution

Intuitive solutions for challenges

• Farmers often encounter difficulties with complex dashboards that hinder efficient task tracking and resource management. These challenges include a lack of user-friendly interfaces, which complicate day-to-day decision-making and operational control.

Solutions

• To address the challenges farmers face with complex dashboards, the design team focused on alleviating the primary pain points by creating a streamlined, intuitive solution. By simplifying task tracking and optimizing resource management, the team aimed to make daily operations more efficient:

• 01 - Optimization

  Designed an intuitive dashboard to simplify task tracking and streamline resource management for farmers.

• 02 - Integration

  Integrated real-time data features to improve operational efficiency and enhance farming resource management.

System Usability Score

Scoring boosts user usability

• During the user research phase, the team conducted a systematic evaluation of a dashboard interface designed for farmers. The goal was to assess how effectively the interface supports task and resource management, yield tracking, and operational optimization.

Key questions from the interview

• Group A

  How intuitive was the dashboard’s navigation and layout for managing tasks and resources on your farm?

• Group B

  Did the dashboard meet your expectations for tracking yields and streamlining farm management operations effectively?

• Group C

  Would you recommend this dashboard to fellow farmers for better task management and resource optimization?

• To quantify user satisfaction, the team used the System Usability Scale (SUS) — a globally recognized method for evaluating perceived usability. The average score was 72, which falls into the “Excellent” category, indicating a high level of user satisfaction.
  
  On a scale from 0 to 100 — where 0 is the worst imaginable experience and 100 is the best — this result shows that the dashboard not only meets functional requirements but also provides a smooth and efficient user experience.

Landing page

Designing pages with impact

• When developing the landing page for the new product, the team aimed not only to present the product's features but also to create a page that would engage users effectively.
  
  The goal of the landing page is to provide users with clear and compelling information about the product, its capabilities, and benefits, stimulating interest and encouraging further exploration.

Mobile app

Mobile design for seamlessness

• During the design process, the team focused on translating the platform’s core features into a mobile-friendly format without compromising clarity or usability.
  
  Clear navigation and well-structured cards enable fast decision-making, no matter where the user is. As a result, the platform became more accessible and better aligned with the real pace of agricultural work.

Key Features

• Task Management via Mobile App

  The design team created an intuitive interface for easy task management. Users can easily track the status of tasks such as "Pruning Apples" or "Transporting Peaches," including dates, status, and work progress. This approach helps manage tasks efficiently and increases productivity.

• Weather Monitoring for Informed Decisions

  The app allows users to monitor real-time weather changes. Temperature, wind, and sunlight are displayed on a graph, helping farmers make informed decisions throughout the day.

• Crop Risk Monitoring

  The app interface displays risks for each crop, such as "pest risk." This helps farmers quickly respond to threats and minimize crop loss.

Typography and color

Typography and color definition

• As part of the design process, the team developed a consistent and scalable visual identity to support the product’s growth and clarity across platforms.
  
  The logotype combines simplicity and natural motifs, reflecting the product’s connection to agriculture and sustainability.

Result

Measuring results for success

• Following the platform’s launch, the team focused on analyzing key outcomes. Research revealed that the improved interface and access to real-time data had a clear impact on the user experience.

Key Efficiency Gains

• Access to real-time data improved
  by 34%

  Enabling farmers to respond more quickly to changing conditions.

• Farmer efficiency increased
  by 26%

  Driven by fewer errors and clearer task management.

Next steps

Driving progress with innovation

• As the core features of the platform reached a stable and impactful state, the team began planning the next phase of development — focused on global accessibility.