Monsanto

An immersive approach to create a product that truly catered to the needs of farmers

In São Paulo, my team and I faced the challenge of understanding how precision agriculture farmers purchase technology and implements. Our goal was to optimize Monsanto's Climate FieldView website, providing farmers more autonomy, increasing conversion, and reducing returns by minimizing dependence on RTVs. Climate FieldView offers tools for data collection, analysis, and monitoring, aiding farmers with insights into weather, soil, and crop health. We benchmarked platforms like Aegro, Farmbo, and SpecSolo, then brought agronomy students into our UX lab to gain insights. We also took our research to the fields, setting up in farmers' homes to observe their interactions with digital tools in real-life conditions. Through testing, we identified the need to improve the sales flow, compatibility systems, language support, and SEO. We tested these solutions with 6-8 participants, creating scenarios and missions to simulate real interactions. The feedback provided over 50 improvement suggestions and led to final prototypes ready for further development and testing. This immersive approach allowed us to create a product that truly catered to the needs of farmers, transforming the purchasing experience.

Comissioned by Infracommerce, Research and design lead: Luciano Villalba, Customer Succes: Gisele Pertusi, UI: Larissa Francez