OVERVIEW
In just four weeks, I designed a new tool and enhanced search functionality for the Corteva Canada Field Guide, a comprehensive resource showcasing Canada’s crop portfolio and protection products to help farmers manage their fields effectively.
As the sole designer, I created a personalized recommendation feature to help farmers find the right products. Additionally, I improved the search experience, making it easier to discover and compare crop protection solutions.
ROLE
UX Designer (Lead)
Worked with: 2 developers and product manager
TASKS
Interaction Design
Prototyping
Visual Design
TIMELINE
November 2021
TOOLS
Figma
CONTEXT
What is the Corteva Canada Field Guide?
The Corteva Canada Field Guide is a comprehensive tool that showcases Canada's crop portfolio and protection products, helping farmers make informed decisions to maximize productivity.
I designed a new search experience to make it easier for farmers to find the right products. Additionally, I created a custom recommendation tool that tailors weed control system suggestions based on each farm’s unique needs.
PROBLEM
Lack of search & guidance leaves farmers in the dark
The current Corteva Field Guide lacks a dedicated recommendation tool, making it difficult for farmers to find the right crop protection products tailored to their specific needs.
Without personalized guidance, they must navigate an extensive portfolio without clear direction. Additionally, the existing search functionality is limited to a basic search bar, offering no filters or enhancements to help users refine their results efficiently.
GOAL
Improving B2B search and recommendations for more effective farming
Develop an intuitive recommendation tool within the Corteva Field Guide to provide personalized crop protection solutions.
Enhance search functionality by introducing filters and suggestions, making it easier for farmers to find the right products.
Help farmers combat resistant and hard-to-control weeds with tailored recommendations for their specific needs.
Designing for farmers
While I had a clear solution in mind, I wanted to ensure it met the needs of our target audience. With only four weeks for the project, there was no time for extensive research, but conversations with stakeholders provided key insights. Many farmers are older and may not be highly tech-savvy, making intuitive navigation essential.
DESIGN SOLUTION
Introducing the program approach tool and improved search.
Personalized crop protection made easy
Farmers answer four simple questions to generate a customized crop protection plan using the Enlist Weed Control System and Enlist E3 Soybeans.
Since many farmers may struggle with small touch targets on mobile devices, we implemented a native iOS picker to ensure an accessible and user-friendly selection process.
Share recommendations
Farmers can share their personalized recommendations with others via PDF, image, or text, adding an optional description.
This feature streamlines communication, helping farmers collaborate and ensure consistency in their crop protection strategies.
Smarter product search
Farmers can now search by product name, pest, group, or crop, making it easier to find the right protection products.
The improved search delivers relevant results in real time, and newly added filters refine searches, helping farmers quickly identify the best solution for their needs.
The Outcome
Our project addressed the critical need for a tool to help farmers choose the right crop protection products. Although I moved to a new client project before its final launch, the tool successfully rolled out within a few months. I'm confident it has improved farmer satisfaction and profitability across the agricultural community.