Massey Ferguson came to the team at YFS with the request of “disrupting” the farming industry through a digital medium. Working closely with our strategists we took a step back and asked ourselves why they need this, why their market needs something and what that “something” was…
My Role in this project:
- Lead product designer
- Collective Strategy
Understanding Who & Why
We broke down existing market research and pin pointed which audiences had the most potential to add value to; Taking into consideration the percentage of the market they currently made up and the long-term changes that were occurring within the industry.
Our selected target audiance:
- Independent Researchers
- Digital Networker
- Performance Focused
Testing lo-fi prototypes
After creating an architecture for the platform with user flows set out, we began building low-fidelity prototypes using Invision to rapidly test prototypes with individuals from a set user group acquired from Massey Ferguson’s marketing database.
After each session, we amended the prototype accordingly to the feedback received and did this repetitively throughout our testing phrase to ensure the foundations we had were solid and worked for the end user.
What was achieved…
The client was a part of this project at every stage, working with us to accomplish the final digital product. The product was well received from all the stakeholders at Massey Ferguson when presented back to the board and gave an insight into how design thinking could better position the company to face challenges going forward.
A leading first digital experience within the farming industry that fills a requirement in the space.
A rich collaborative agriculture platform where industry professionals can share, learn and connect.
A communication platform for connected agriculture professionals to connect and interchange knowledge