THE Challenge: 

Cargill's existing iPad app was outdated and complex with very little user adoption from farmers who trade in commodities. Most farmers placed calls to Cargill's sales team and completed trades via phone after which they would track their stock quotes and costs as well as well as other complex data such as the profitability of their farms on paper. 


Create one solution for farmers to sign up for credit through Cargill, add his/her farm, trade commodities, track stock quotes, and farm production all in one place. 


Using Lean UX Methodology we did:

  • Research
    • Stakeholder Interviews
    • Concept Sketching
    • Project Kick Off Meeting
  • Product Research
    • User Interviews
    • Competitive Analysis
  • Analysis
    • Personas
    • User Journey Mapping
    • Site Mapping
  • Design
    • Sketching
    • Wireframing
    • Prototyping
    • Design and Design Specifications
  • Validation Testing
    • User Testing Sessions
    • User Feedback
    • Metrics Analysis
  • Development and Production
    • Redlines and Design Specifications
    • Design Assets


UX Design, Visual Design, and Prototyping


Sketch app, inVision, Principle

Stakeholder interviews and concept sketching:

The team and I met up with stakeholders learning about the business, the problem they were looking to solve and the context of its existence. In those meetings, we spent a great deal white boarding and conceptualizing to create an early mockup which were used to create a consensus around what the product could or will be.


User research was done through user interviews and job shadowing in the field. Having an understanding of the user needs, fears, and motivations was essential in creating a successful application.


After spending time with the farmers, My team and I were able to put together user personas and journey mapping. Our focus was primarily the delivery of an MVP which helped us narrow down the most important use case for each farmer. Commodity trading.

sketching and WIREFrames:

Once the user journey mapping and persona's were completed, we worked closely with stakeholders in sketching and creating wire frames in an iterative process. Using inVision, we provided usable prototypes to test our hypothesis against with users which led to additional iterations and new discoveries!


Visual Design:

The visual design language for the commodity app was based on Cargill branding guidelines. We found that the darker background with lighter action panes were easier for farmers while working out in the field in their tractors. This type of iterative feedback was invaluable essential in providing an experience the users loved.

Production and metrics:

While in production, we were able to test how our users interacted with the application in the real world. The value in designing around the user and the data provided us insights into how users outside of our prototype testing were interacting with the application.