Understanding our user

Insights, understanding and cultivation of empathy

Through the research conducted, it can be concluded that Leni is a highly dedicated and knowledgeable professional in the agricultural industry. Her expertise in identifying the best seed options and commitment to customer satisfaction has established her as a trusted partner among farmers and retailers.

However, a pain point identified during the research is Leni's frustration with having to place orders over the phone. This manual and time-consuming process hinders her productivity and efficiency. Leni expressed a desire for a more streamlined and convenient method for placing orders.

Addressing this pain point by implementing an online ordering system or a digital platform could significantly improve Leni's experience and enhance her ability to serve her customers effectively. By providing a user-friendly interface and efficient order management features, such a solution would save Leni time and effort, allowing her to focus on other critical aspects of her business.

Generating ideas and conceptualizing with mid-fidelity wireframes

After compiling our research information, we employed mural boards to foster productive discussions and brainstorming sessions. We categorized similar ideas and proceeded to create wireframes individually. It is important to note that Coreteva had a well-established style and component library, which influenced our decision to start at a mid-fidelity level given our timeline. After concepting separately, we collaborated, compared notes, and proceeded with these initial designs. Full concept PDF available upon request.

Above wires: login, user dashboard, menus

Addressing techinical contraints with design solutions and A|B testing

Test B prototyped for user testing.

Resolving the sold to | ship to dilemma:testing solutions based on backend data requirements

This particular component underwent five rounds of design solutions, driven by both business requirements and technical feasibility. To fully understand the experience, it is best to walk through it.

In order to keep the "Sell to | Ship to" information clear, we defined "Sell to" as the distributor identification and "Ship to" as the warehouse(s) where the product is destined. This information is crucial and needs to be displayed immediately after user authentication. The development team's feedback led us to reconsider our initial approach of loading this data initially.

Please review the above (Test B) prototype, which represents the strongest iteration and is the version we ultimately launched with. This will provide a better understanding of the solution.

Exploring and testing the "Quick Order" process

In developing our Quick Order feature, our focus was on designing a streamlined and efficient flow that enables users to place orders with speed and ease. Our primary objective was to minimize steps and eliminate friction points, ensuring a seamless and intuitive process. Key considerations for this feature included:

1. Clear and prominent Access: We ensured the Quick Order feature had a prominent and easily identifiable access point, such as a dedicated button or section. This allowed users to bypass the traditional browsing and searching experience, saving them time and effort.


2. Simplified input: We prioritized a straightforward input interface where users could enter product codes, SKUs, or other identifiers to add items directly to their cart. This simplified the ordering process, reducing the need for extensive searching and browsing. By implementing these considerations, we aimed to enhance the user experience by providing a convenient and efficient way for users to place orders, ultimately saving them time and improving overall satisfaction.

One of the simple solutions prototyped for user testing.

Development handoff

During the development handoff phase of the Global eCommerce Portal project, we ensured a smooth transition from design to development. Clear and concise documentation was prepared to provide developers with all the necessary information and assets for implementation.

The handoff package included high-fidelity comps, well organized in Zeplin including design assets such as UI elements and, images and vector graphics. We also referred them to our Style library and met very regularly all the way up until launch, ensuring consistency and adherence to the design vision.

Regular communication and collaboration with the development team were maintained throughout the handoff phase. We conducted meetings and walkthroughs to address any questions or clarifications, ensuring a shared understanding of the design intent and functionality. This team was exceptional. Sr||Lead Developer Killian Grant .