Discovery, Research and Design
Pioneer Seeds
The Pioneer Seeds App is an easy-to-navigate platform that empowers, educates and provides a connection tool between us and our farmers. It offers a personalised experience tailored to the farmer’s field and its needs.
The app offers a personalised experience tailored to the farmer’s field and its needs. I was part of the Runway team for the development of this app.
Tools used Sketch
Duration 6 months
My role Lead designer on the project
Step 1
What are we doing?
I was part of the Runway team for this app. We were tasked to work ahead of production. We would conduct user research and concept validation to prepare future features to be developed by the delivery teams.
We’d conduct workshops with the main stakeholders at Corteva’s headquarters in Des Moines, Iowa.
Through these exercises, we identified the app was becoming a platform where users could find potentially useful features, but were struggling to find them since the experience wasn’t as personalised as Pioneer intended.
We decided to create a welcome page experience for the app with personalised information and a completely new navigation and app architecture.
These are some photos from one of the workshops I conducted in Des Moines, particularly focused on the app’s future architecture.
Step 2
User time
We conducted 111 interviews, researched 3 different products, and organized 4 workshops with our stakeholders and users.
And from all those interactions we were able to identify a potential new architecture for the app, as well as what a personalised welcome page looked like for different people.
This is are some of the outcomes of all those conversations. A proposed new architecture, and sketches for a new welcome page.
Step 3
From concept to design
Starting with what came out of the workshop, and ending in the high-fidelity designs curated by users.
Based on all those sketches and outcomes we were able to put designs for the “Welcome page” in front of users, and iterate on them to reach out final proposal.
