ROLE
Responsible for research, semi-structured interviews, affinity mapping, competitive analysis, concept sketching, wire-framing, hi-fi prototyping, user testing, expert evaluation.
TOOLS
Figma
FigJam
Miro
TEAM
3 MS-HCI Students
1 John Deere UX Researcher
1 John Deere UX designer
TIMELINE
August 2022
December 2022
background
John Deere is a B2B company whose primary customers are businesses such as commercial farmers, agricultural cooperatives, construction companies, and landscaping business. A strategy plan was put in place to help redesign their Operations Center Mobile (OCM) application.
project overview
Making farm, crop, and bookkeeping information accessible to small and novice farmers.
The Operations Center Mobile (OCM) application is a cloud-based software that connects farmers to all of their farm data anytime and anywhere. This redesign was a strategy to help expand the users of this mobile application to those who are smaller and or newer farmers.
problem
Small and novice farmers were left out.
John Deere has seen success in this Operation Center Mobile (OCM) , but saw the majority of their users were large commercial farmers (with acres and acres of land...). We wanted to see how new and existing features of OCM can ensure approachability and accessibility for a novice demographic.
Team passing surveys to venders at Oakhurst Farmers Market
Virtual Interview with a market manager and part-time farmer
We started by investigating what methods and tools small currently farmers use.
research
survey results
semi-structured interviews
Task Analysis
Affinity Map Notes
key research findings
We found out that…
The majority of small farmers prefer pen and paper since it is always a reliable resource.
Small farmers are comfortable with technology but struggle with non-intuitive mobile apps.
Many existing applications are overloaded with information and farmers lack the time to learn everything.
Small farmers lack the resources and experience financial burdens as compared to larger farms.
How Might We…
Make smaller and novice farmers work more efficiently and feel more supported?
Design requirements
Farmers need…
1
Affordability
Find ways to make existing methods reachable and digitize existing tools and substitutes.
2
Customization
All farm systems work differently. The goal is to create a way for all farm types to utilize this solution.
3
Efficiency
Be able to work in conjunction with farming schedules with planners to help manage time.
4
Community
Connection to online forums/groups. Ability for all farm workers to interact together.
5
Accessibility
Make sure the design is accessible. Find solutions regarding WIFI connectivity.
6
Organization
Incorporate a system with product management. Create dynamic plans & checklist for inventory
Ideation
Lo-Fi Sketches
Click through the slides below to view each concept sketch:
Design feedback
⚙️ Automation
Users expressed that small farmers would love to feel that they’re ”someone looking after them” and automated data includes tips and features like weather, relevant agricultural news, and ideally equipment notifications.
🤝 Collaboration
Collaboration and communication among all the field workers, managers, and other parties is vital in properly managing farming operations.
🌈 Color Coding
Tracking progress helps farmers to keep track of their crops and inventory. Color coding makes it easier for them to categorize and organize their products.
💬 Terminology
The importance of semantics and utilizing terminology that is relevant for smaller farmers (using rows instead of acres of land).
Feedback Session with a Workshare Farmer
Feedback Session with Former Part-time Farmer
Design iteration
Mid-Fi Wireframes
Wireframe Feedback
final design
Farming management made easier.
Home Tab Features
Check the status feed which is automated data (i.e. local news, weather), and current equipment info (i.e. sensor notifications)
View team progress and status on field work. Each task card include image and comment features for additional info.
Create task cards, categorize them by farming phase, assign team members. Allow farms to efficiently glance at subject of each tasks.
Map Tab Features
Create digital twin of their field since smaller farmers work my field rows and sections not acres.
Customize and edit the shape and properties of the plant beds into variable shapes and remove/add plant beds.
See who is working on the row as well as what is being grown. This helps inform the user different crops grown in each row.
Plan Tab Features
Efficiently view from the color-coded labels all inventory (type of crop, stage of crop, and by team member).
View crop info table that shows detailed automated data (harvest predications, predicted input costs, etc).
Filter and flexibility on what to view and bring more attention to specific rows.
Analyze Tab Features
View comprehensive information of field prepping, seeding, and harvesting reports.
Utilize the automated reports in the revenue tab as a way to better manage their budget and view high level profits/loss.
Interact with automated ‘Tip” feature that helps make farming knowledge more accessible and intuitive.
visual language
reflection
Not all problems can be solved.
Our group faced difficulties in reaching our target user group, learning the importance of early outreach and the challenge of addressing multiple pain points. Despite these challenges, the project was enjoyable and rewarding, benefitting from our unbiased approach and the insights gained from user interviews. We were grateful to advocate for our target users and receive positive feedback.
John Deere Team Bi-Weekly Progress Checks
Final Presentation to the John Deere Team