2 weeks
UX Designer
Figma, AEM, Ceros
Jamie Wunning — UX/UI
Tashauna Scott — Graphics
Overview
Problem
Disconnect between product performance and customer perception. Lack of brand personality and poor user engagement, leading to below-par conversion rates.
Outcome
Highlighted regional performance yields, seasonal tools and resources, and seed research development. Page metrics were excellent, according to client, compared to past campaigns and landing pages.
What I did
- User experience design
- User interface design
- Team brainstorm, ideation, and wireframing
- Client/stakeholder communication
Metrics
Click-through rate
Non-bounce visits
Bounce rate
Client
Pioneer is a part of the agriculture division of DowDuPont (Corteva Agriscience™) delivering 80 different corn products and soybean varieties.
- Corn market share leader and #1 brand of soybeans in North America
- Focus on R&D and decision-making tools
- Provides farmers a sense of control over crop yield
Understanding the Problem
Why are we doing this?
1.
Shift customer perception
Pioneer customers have an inflated perception of yield rates. This is caused by a variety of behaviors; however, it became apparent to my team that transparency would be key to delivering a meaningful experience.
2.
Increase conversion rates
Ethos and logos are utilized frequently all across the site. We need to pair Pioneer's existing credibility and reasoning with a realistic experience. This gives users something they can identify with and buy into.
3.
Provide essential handoffs
Broadly looking at the site, three page types exist: product, tools, or research. Before this project, there wasn't a page that combined all these areas into one.
What's the constraints?
1.
Component library
Adobe Experience Manager, or AEM, allows franchises to simplify design processes with template components. The problem occurs when you want to create a customized experience because our needs aren't always solved by the existing component set.
2.
Timeframe
There was a long time before this project actually hit our desks. We could theorize and workshop as much as we wanted but nothing would prepare us for what to do until we had access to their system. In the end, our simplified approach was well received with users.
Hypothesis
Create user buy-in by proving seasonal resources and a performance story they can identify with
Understanding the Users
1.
Seasonal Approach
Each quarter of the growing season focuses on a different need: planning, planting, scouting, and yield results.
2.
Regional Needs
The obstacles farmers face vary from region to region.
To provide region-specific information, my team created a modular design in which content can be changed based on each region's needs.
Minimal and transparent content delivery
To optimize user retention and click-through rates, we broke the page down into it's necessary components. CTA buttons would then link to where the user could find additional information about the topic. Since this page is acting as a regional hub, this approach served us well.
I prototyped and implemented a regional hub UI that combined informational content, yield tools/resources, and field expert advice. Content varied for each regional page to target the specific needs of each customer group.
Takeaways
- It's okay to walk away
- Furthering client relations by delivering above and beyond expectations
It's okay to walk away
One of our original selling points for this page was a social-pull. This would increase Pioneer's social reach, give users a personality/voice to identify with, and help with matching audience perception to reality.
Long story short, we were unable to add this to the page... and that's okay. The key features of the page would still be shipped and it gave our client more time to curate a more personalized feed of posts.
Furthering client relations by delivering above and beyond expectations
This was our first project with this client. Previously, Pioneer had nothing but negative things to say about agencies; however our dedication to our client and their users shifted their perception created by previous experiences.
They provided research and article content which we implemented seamlessly into the design, obstacles were navigated with effective communication, and all measured page metrics exceeded client expectations.
Due to our attention to detail, Pioneer continues to look to us for strategic and visual guidance. Currently we are working on a site-wide component audit.
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