Elena Venieri Portfolio

Corteva

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Unlocking the Potential of Seed Sales in a Digital Age

Seed sales 2.0

Elena | 2-Dec-2023

year

2023

industry

Agriculture

Role

User Experience design

Team

Functional Analyst, Project Managers, Software architect, Team by EPAM

The goal

In the dynamic landscape of agricultural commerce, I had the privilege to work within the EPAM team on an ambitious project for Corteva, the leading seed producer in the United States, extending its reach globally. Teaming up with a diverse group, my primary focus involved engaging with the functional analyst and software architect

Discover

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.

user flows

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.

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.

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