The Reimagined Products are Ourofino Agrociência’s entry into a company that instead of making generic products, starts to create products with different formulations, increasing brand value and being able to earn more.
I participated in the entire process: the research, the creation of the brand and its branding, the design system, the information architecture, the wireframes and the final prototypes.
Tools used: Figma, Miro, Whimsical, Illustrator, Photoshop, Trello.
Timeline: 14 weeks.
Team: Director of R&D, Product Managers, Analysts, Agronomist Researchers, Marketing Coordinator.
Project management: agile methodology.
Through agile methodology, I set the plan to deliver the project in small pieces to iterate and get a faster and a better result.
We started by developing a series of researches to understand the market, the current position of Ourofino Agrociência, where the company wants to go and the needs of users.
The internal research showed that the three audiences served are inserted in the digital universe and, in most cases, use cutting-edge technology in their production.
One of the biggest challenges of global agribusiness will be producing food for a population that has been growing fast.
Brazil will be the world protagonist in food production in the next decades.
Brazil has potential to expand its food production: high technology, land and people to make the difference.
Brazil is already a major exporter of food, feeding 1.2 billion people.
Market share comparison: Ourofino wants to increase its market share and change its positioning.
Calendar – Brazilian agriculture
In order to understand the farmer’s calendar and when he carries out the research and purchase of products, we developed the framework above.
Understand the market and the possibilities
Together with the product manager, I better understood the market and the company’s future through research and we developed some strategies through the CSD matrix (certainties, suppositions, and doubts).
Competitor analysis
To understand the market, I did a research and analysis of the purchase flow of the main competitors, as well as the issue of accessibility and loading speed.
The user journey to buy a product is too complex and does not have a path: in most cases, the user has to contact the company and say what it needs. This is a great opportunity to highlight our project in the market.
Identified problem
Most crop protection products are made for Northern Hemisphere locations, with typical characteristics that do not serve the Southern Hemisphere.
Business opportunities
Develop solutions that serve plantations with specific characteristics located in the tropics: Reimagined Products.
Journey map
After analyzing user journeys gaps in competitors, I developed a journey to leverage the insights gained and improve the user’s shopping experience.
I could understand that the buy button improves the process and makes it easy to finish and the final message has to be clear and friendly to improve the experience.
Personas
The concept was developed to fulfill the objectives presented in the internal and external surveys that we developed to meet the needs of the users.
Innovation is one of the pillars of our strategic positioning, which is why we develop products and solutions based on the needs and characteristics of tropical agriculture.
To develop the brand I did research on subjects related to the themes defined in the concept, created a stylescape for references, made some sketches of the brand and worked on the grid based on the golden ratio.
I collected references of brands, colors, products and photos related to the project to get inspired by the development.
Brand sketching
Before starting to work on the computer I do some sketches on paper.
Color palette study
I did some color palette studies in the 60 / 30 / 10 format, in which the primary color has 60% weight, the secondary color is 30% and the highlight color is 10%
Brand
The brand follows the visual principles established by the branding of Ourofino Agrociência, which is the main brand.
Brand structure
The brand was built following the golden ratio grid, which makes it possible to make the layout look more organic and aesthetically pleasing.
Before developing the website, I did a usability test of the old website with agronomists and stakeholders from Ourofino Agrociência.
After noticing several usability and accessibility problems, I raised possible insights to be worked on in the new structure.
Insights
— Create a specific website to highlight the Reimagined Products, as they currently represent great impact in sales;
— Buy button to generate budget with integration of the commercial, logistics, financial and legal team – Follow WCAG guidelines to improve accessibility;
— Establish a visual standard through a design system;
— Structuring nomenclatures in order to facilitate SEO and accessibility.
Information architecture
Wireframe sketches
Wireframe low-fidelity
Usability test – Low fidelity prototype
With the information architecture and wireframes approved, I moved on to the visual development of the project through a design system with components that facilitate the work of creating the pages.
To finalize the project, I performed usability tests to verify that the issues raised on the previous site were resolved.
Design system
To create the design I develop the system with all the components that are possible to use in order to facilitate the creation of new pages.
High fidelity prototype
After the design system was approved, I developed the prototypes in high fidelity with pixel perfect alignment and real texts.
Usability test – High fidelity prototype
During the creation of the project, I test the prototype with eighteen different stakeholders to get some highlights about the UX and the UI design.
I corrected the contrast between the green and the background in some screens and I increased the size of the fonts in some cases, but now the journey of the user is fast and easy to complete an order.
Results
Reimagined products are around 25 to 30% of annual sales;
— Usability tests showed that the user experience was improved and the product purchase process was made easier;
— Reimagined products have the highlight they need to continue driving sales;
— The website was built in accordance with WCAG accessibility guidelines.
What did I learn?
— I learned how to manage a big project that went from scratch to launch;
— Research, compute data and conduct usability tests;
— Working with multidisciplinary teams and diverse stakeholders with diverse backgrounds.
