Prodap, now dsm-firmenich, is a company in the agricultural sector that offers, among its products, digital solutions for large beef cattle farms in Brazil.
Company
PRODAP
Year
2021
Product
LORE
Role
Product Designer
Duration
One year
Task
Research, prototype and deliver a MVP.
Tools
User Interviews, Design Sprint, Personas, Value Matrix, User Flows, Figma
Target Users
Managers and owners of cattle farms.
Results
The first AI assistant for farmers and SEK 70 million invested in the app.
Responsibilities
During the Design Sprint process, I collaborated with two other UX designers from the company. As for the product itself, I was responsible for its entire interface, from the conversation to the style guide, graphics, information architecture, icons and tables. I was also responsible for interviewing users and presenting the feedback to the company, and defining the next steps of the project.
During the ideation phase, the group defined the problem to be addressed, identified the stakeholders, established the criteria for the product's success, and outlined the potential benefits for users. This is how the first ideas emerged.
Solution
Our solution is a AI-powered tool to automate and enhance what farm managers and owners need: data visualization and actionable insights.
Pilot Clients
For MVP testing, pilot customers were selected. Following product testing, we conducted two feedback interview rounds: one at the 3-month mark and another after 6 months of usage.
The objectives of the interviews were:
To align customer expectations regarding the product, comparing them with the value we're already delivering;
To gain deeper insights into users' daily routines and workflows;
To identify pain points, brainstorm solutions, and suggest potential improvements that could benefit them;
To validate whether we're on the right track.
The findings and feedback gathered from all 10 interviews were delivered to the company, as demonstrated in the following slides:
Considering these attention points, next steps were defined:
Impacts
Following the pilot testing, LORE was added to dsm-firmenich's portfolio of digital products, proving to be a success story - as demonstrated by this client testimonial in the video below (in Portuguese):
"It's a fantastic application that shows you exactly what is happening on the property, even when you're not there. Decisions are made quickly because I have the data in the palm of my hand to plan the best strategy and achieve the planned objectives," says Ricardo Cezar Espírito Santo, farm Bom Sucesso owner.
