Seeds sales 2.0
Unlocking the Potential of Seed Sales in a Digital Age
Elena | 2023
Year
2023
Industry
Agriculture
Role
User experience designer
Team
Functional Analyst, Project Managers, Software architect, Team by EPAM
The challange
The agricultural world thrives on tradition, but even seeds need a digital upgrade. Corteva, a leading U.S. seed producer, was expanding globally. However, their existing seed ordering process was clunky and manual, frustrating both sales reps and farmers.
The goal
As part of the EPAM team, I, the UX/UI designer, embarked on a mission to transform this cumbersome system into a user-friendly digital experience.
Unearthing the problem
Sales reps and farmers were drowning in a sea of paperwork. Finding essential information and placing orders took an agonizing amount of time.
This frustration led to high abandonment rates and hindered Corteva’s global reach. We needed a solution that fostered both efficiency and the vital personal relationships between farmers and reps.
User-friendly interface
Intuitive navigation and easy-to-use features minimized the learning curve for all users.
Tailored functionalities
- Role-based access control restricted users to relevant information and actions, enhancing data security and privacy.
- Advanced search and filtering capabilities facilitated quick and efficient information retrieval.
- Customizable dashboards provided personalized overviews of key metrics, enabling informed decision-making.
Streamlined order process
- Guided workflows simplified the order placement process, reducing errors and saving time.
- Real-time order tracking kept users informed about the status of their orders, fostering transparency and trust.
- Integrated payment gateways enabled secure and hassle-free transactions.
Multilingual support
Language selection options empowered users to interact in their preferred language.
The process
Research
Embarking on the journey, our goal was to revolutionize Corteva’s traditional seed sales model while preserving the essence of personal relationships between Sales Representatives and farmers. Through user interviews, immersive user flows, and scenario mapping, we delved deep into understanding the intricacies of their manual order process.
Design
Transitioning from insights to action, I took charge of envisioning a seamless digital portal. Wireframes, mockups, and prototypes became my tools for a transformed workflow. The focal point was maintaining a user-friendly interface while bridging the gap between various stakeholders. In the first MVP the focus was on the distributor as the main user of the web-based software.
Deliver
Our initial test took root in Germany, a nation known for its meticulous approach to agriculture. The client’s positive response fueled our efforts to translate user flows and wireframes for other countries like France, Spain, and the United States. Recognizing the cultural nuances, each portal design is tailored to resonate with the unique operational styles of different regions.
My takeways
In a industry where tradition meets innovation, the Corteva Digital Transformation project stands as a testament to the harmonious blend of personal connection and technological advancement. As a UX designer, I’m proud to have played a role in cultivating a digital landscape that redefines the future of seed sales.