Syngenta - Seed Selector Mobile
Led the redesign of Seed Selector (Web & Mobile), a tool that helps Syngenta sales reps create personalized seed recommendations for farmers. Improved usability and field workflows, resulting in €1.16M in attributed revenue and 38% active rep adoption.
Service
UX Design, Mobile App Design, Project Leadership
Sector
Agriculture & Environment
Year
2024
Syngenta, a global agriculture company, needed a better way for its sales team to recommend the right crop seeds to farmers. The process was manual and time-consuming, and sales reps often struggled to tailor recommendations quickly during client visits. We set out to design a mobile solution that would let sales reps effortlessly generate personalized seed recommendations and vouchers for farmers, improving the sales experience and boosting customer confidence.
01.
Discovery & Research
Engaged with global sales representatives and country leads to understand regional agricultural practices and the specific needs of each territory, from Europe to South America.
Conducted competitive and environmental research to build a comprehensive profile of our target users—farmers and agricultural organizations with varying technological familiarity.
Aligned with cross-functional teams, including data scientists and agronomists, to ensure the product met both business and agricultural standards.
02.
User Personas
Developed in-depth user personas for both seasoned farmers and tech-savvy agribusiness professionals, identifying unique pain points and needs for each group.
Mapped end-to-end user journeys, from the initial field analysis to seed recommendation, ensuring that the app aligned with the sales representatives' on-field processes.
Established core user flows that focused on accessibility in offline conditions and ease of use in remote, sometimes challenging, environments.
03.
Design & Prototyping
Designed wireframes and interactive prototypes focused on offline functionality, tailored to fieldwork dynamics.
Customized an existing design system to incorporate functionalities specific to the agricultural sector, such as easy-to-read dashboards and intuitive data visualization for crop health insights.
Incorporated responsive, adaptable components that worked seamlessly on mobile and tablet devices for in-field accessibility.
04.
Collaboration
Aligned with stakeholders in key markets, ensuring cultural and environmental relevance in every feature.
Collaborated closely with the development team to implement robust offline functionality, allowing users to access critical data in areas with no internet connectivity.
Conducted final QA tests in various field conditions to ensure that the application met both durability and reliability standards for agricultural settings.
We designed a clean, mobile-first interface that made complex agricultural data easy to navigate. The app generates a recommended seed variety along with a promotional voucher the rep can offer the farmer on the spot.
Visually, the UI used Syngenta’s branding in a friendly, accessible way – clear buttons, simple icons, and an offline mode for rural areas. I also helped establish a mini design system for the app, so new features (like seasonal offers or region-specific crops) could be added consistently.
We tested prototypes with actual sales reps and refined the experience based on their feedback, fine-tuning things like the flow to select seed characteristics and how recommendations are presented.
-> €1.16M+ in attributed seed sales as of Dec 2024
-> 38% active adoption by sales reps across EAME
-> Over 3,100 recommendations created and 688 vouchers issued
-> 275,000+ hectares mapped via the mobile app
-> Increased usage and trust among field teams
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