What is GammaUX?
GammaUX is a digital UX consultancy based in Barcelona, specializing in user-centered design solutions to enhance business performance across various industries. They offer services ranging from user research and UX/UI design to project management and content strategy, operating globally to deliver agile and impactful projects.
What is Yara international?
Yara International ASA, headquartered in Oslo, Norway, is a leading global chemical company specializing in the production, distribution, and sale of nitrogen-based mineral fertilizers and related industrial products. Yara's product portfolio includes phosphate, potash, complex, and specialty fertilizers aimed at boosting agricultural productivity and sustainability. With a strong commitment to innovation and environmental stewardship, Yara aims to responsibly address global challenges in food production, resource efficiency, and climate impact.
My role
I work full-time at GammaUX, a digital UX consultancy based in Barcelona. Currently, I am the senior designer for Yara Europe responsable for developing NG Atfarm—a digital tool that helps farmers optimize fertilizer use through application maps to improve crop yields. I am responsible for the design deliverables for the MVP (first version) and serve as the main point of contact for developers and the Product Owner.
Re-imagining Atfarm
A UX Case Study
Concepting, Designing, and Developing a New Version of Atfarm for Yara International.
Here are some videos to provide context on the project and its objectives.
Understanding Yara
Precision farming through nitrogen management tools
Why is Nitrogen fertiliser so important?
Creating variable application maps in Atfarm
Project Objective
The objective of the New Generation Atfarm (NG atfarm) is to mitigate risk for Yara Farming Solutions Europe by establishing a next-generation flagship product. This initiative aims to achieve the following:
Functional End-to-End User Experience: Deliver a comprehensive user experience that demonstrates and evaluates the foundational capabilities of the new generation Atfarm. This will enable effective pilots and testing in various markets across europe.
Foundation for Farmer Connectivity: Lay the groundwork for enhanced farmer connectivity and the unification of Yara’s agronomic offerings. Embracing the philosophy that “Perfection is the enemy of good enough,” we prioritize functionality and timely delivery.
Market Launch: The first version will be launched in the German market in February 2025, setting the stage for subsequent rollouts across other European regions.
Outcome 1: By focusing on these objectives, the new generation Atfarm aims to drive innovation, enhance user engagement, and solidify Yara’s leadership in agricultural technology.
Outcome 2: This effort supports Yara's broader mission to responsibly address global challenges in food production, resource efficiency, and climate impact, thereby contributing to a more sustainable and food-secure world.
Link to Yara Plus home page
NG Atfarm
(Unable to disclose the Beta Version of the website as it is not publicly accessible.)
Problem statements
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Demographic Challenge
Farmers are predominantly males aged 50-70 years old who are not tech-savvy, making it difficult for them to utilize technology to optimize their farming practices.
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Overabundance of Tools
There is a vast number of agricultural tools available, causing confusion among farmers about which ones to use and which are most effective.
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Disconnection between tools
Yara's diverse range of nitrogen optimization tools are not integrated, leading to inefficiencies as they do not communicate or synchronize information with each other.
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Incompatibility with other technologies
Other technologies used by farmers, such as tractors, do not communicate or work in conjunction with Yara's tools, creating a fragmented technology ecosystem.
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Adaptability to diverse farming practices
Farmers employ a variety of methods in their work, necessitating a tool that is highly adaptable to different farming practices and needs.
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Limited time for learning
Farmers have limited time to invest in learning new tools, so the app must be extremely user-friendly and easy to understand.
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Data management complexity
Farmers often struggle with managing and interpreting large volumes of data, from many sources, which can hinder their decision-making processes.
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Connectivity issues
Rural and remote farming areas frequently experience poor internet connectivity, limiting the accessibility and effectiveness of digital tools.
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Cost sensitivity
Farmers are often cost-sensitive and need affordable tools that provide a clear return on investment, making it challenging to justify the expense of advanced technology.
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Language and literacy barriers
Varied literacy levels and language preferences among farmers can make it difficult for them to use standard tools, necessitating the availability of multi-language support and intuitive interfaces.
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Integration with existing workflows
Farmers need tools that seamlessly integrate with their existing workflows and equipment to avoid disruption and additional complexity.
Research
16
12
8
Countries
Reports
Miro boards
Prototypes
7
Many
User testings
When I joined the project, extensive research had already been conducted by previous teams over the past six years, which we further complemented with key research from our own efforts.
Ideation
After carefully analyzing the research and engaging in creative brainstorming, the team developed innovative solutions through collaborative thinking. Here, you'll find samples of our process, concepts, and tools used to build the foundation of the final user experiences.
Understanding our purpose
People and Roles
Goals
Values
Needs and Expectations
Strengths and Assets
Personal Goals
Rules and action points
Iterations
Understanding
Five main phases:
By dividing the farmers experience in 5 main tages we understood the farmer experience, and identifying optimal timing for key actions.
User journey:
details the steps a farmer takes when using the Atfarm app, from initial setup and data entry to leveraging insights for improved crop management. It highlights key interactions and touchpoints to enhance user experience and optimize farming outcomes.
To be journey map:
Helps visualize the Customer operations flow.
Providing key insights through the development, focusing on transitioning from MVP to MMP.
Identify and learn data feedback loop opportunities to quantify the value of N-Tester BT unit with farmer yield increase and NUE
Identify painpoint and High demand momentss as well as pinpointing user need for customer support.
“To-Be” Farmers Journey
The validated lessons from Atfarm's presence in multiple markets, along with user research outputs, have led to a defined list of functionalities for creating a future journey map. This map is loosely based on the annual seasonal cycle.
It consists of six core journeys and the initial setup, forming the complete end-to-end Atfarm user experience.
User personas
Unable to disclose information
Creating user personas breathes life into your UX project, tailoring experiences to real needs and desires, and ensuring every design decision resonates with the target audience.
Types
The agronomist
To be precision farmer
Experience precision farmer
Small scale farming
Large scale farm
Design
Crafting a clear information architecture on each page transforms chaos into clarity, guiding users effortlessly through content and actions, while turning their digital journey into a seamless, intuitive experience.
Page types
Having a defined structure for each type of page within a digital tool, termed "page logic," is crucial for a cohesive user experience. It ensures Main pages provide overarching navigation and content, Secondary pages offer detailed, specific information, and Action flows efficiently guide users through interactive processes. This structured approach enhances usability, consistency, and user satisfaction.
Ideating, testing, and designing each functionality
Creating an account and first farm
Adding fields
Assigning crops and seasons to a field
Crop monitoring
Creating variable maps (for fertilizer applications)
Crop nutrition roadmap
Fertiliser calculator
Changing seasons
Connecting to third-party providers
In-field optimisation tools
Batch actions
Crop rotation per field
Information architecture (MVP)
Measurable Metrics
Implementing a robust UX metrics strategy for the Atfarm app is essential to ensure its success and alignment with Yara International's goals. By focusing on key metrics like user engagement, task efficiency, and business outcomes, we can create a seamless, intuitive experience that meets user needs and drives business objectives. This approach is crucial now as we launch and scale Atfarm, enabling us to quickly identify and address usability issues, validate our MVP, and meet forecasted goals.
We dividing the most important UX metrics into three main groups:
1. User Engagement and Adoption Metrics
Active Users: Track daily, weekly, and monthly active users (DAU, WAU, MAU) to measure user engagement.
Retention Rate: Monitor the percentage of users returning to the app after their first use over a specified period.
Churn Rate: Track the percentage of users who stop using the app over a given period.
Improve Low-Activation Rates: Measure the rate at which new users activate their accounts and start using the app effectively.
Active Hectares (TBD): Track the number of hectares managed actively through the app, reflecting user engagement and adoption in real-world farming activities.
2. Task Efficiency and Performance Metrics
Task Success Rate: Measure the percentage of successfully completed tasks by users to ensure usability.
Task Completion Time: Track how long it takes users to complete key tasks, indicating the app's efficiency.
Error Rate: Monitor the number of errors users encounter to identify and address usability issues.
Load Time: Ensure the app loads quickly and becomes interactive without delays.
Validated MVP: Ensure that the app meets the minimum viable product (MVP) criteria by validating core functionalities and user satisfaction.
3. Business and Outcome-Oriented Metrics
Increasing Crop Yield for Small Farmers: Measure the impact of the app on increasing crop yields for small farmers, which can be correlated with improved farming practices and decision support.
Fertilizer Sales and Efficiency per Hectare: Track the increase in fertilizer sales and the overall efficiency per hectare, indicating how the app helps optimize farming inputs and outputs.
Net Promoter Score (NPS): Measure user willingness to recommend the app, reflecting overall satisfaction and advocacy.
Customer Satisfaction Score (CSAT): Collect feedback on user satisfaction with specific aspects of the app, particularly those related to business outcomes like crop yield and efficiency.
Development
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Team:
Product owner.
Engineering manager.
Software architect.
5 Software developers.
QA engineer.
