VISUAL DESIGN
Used design principles to iterate a report feature redesign to meet business and user needs.
Overview
Client: Field to Market
Project: Enhance the visualization of data
Goal: Redesign an existing report to better support farm businesses understand their sustainable farming practices and environmental impact.
Challenge
Enhance the user experience of a reporting feature for a platform to support sustainable farming practices and improve farmer productivity.
This project aimed to redesign an existing report to better support farm businesses understand their sustainable farming practices and environmental impact. The redesigned report sought to provide a concise, visual snapshot of key data and metrics to serve as a resource for awareness of environmental impacts from farming practices. The challenge was to redesign the report feature to address usability issues of the existing report and increase sustainability efforts of Field to Market.
Process
Research & Discovery
To better understand the problem, I wanted to better understand the business needs and preferences of farmers. Research was conducted through interviews and usability testing with program stakeholders. Feedback from farmers was collected to highlight specific pain points and areas of improvement with the current report. Program managers shared business needs and pain points, such as the desire to make insights clear in order for farmers to make more sustainable decisions.
Issues
Pain points were deduced into common themes including too much data to understand key takeaways, not including all key program metrics, and lack of visual elements. This made it challenging for farmers to quickly use the data to inform their farming practices. This provided direction for key components to include on the updated report and how to design the components. The report needed to be concise in length, include data for all project metrics, and primarily use visual representations of the data.
Design Iteration
Based on the findings, I developed wireframes to address the identified usability issues and enhance the overall user experience of the report feature. Iterative design reviews and feedback sessions were conducted with stakeholders to refine the proposed enhancements and ensure alignment with project goals and user needs. Feedback sessions were held for low, mid, and high fidelity wireframe iterations. We continued to improve alignment on brand guidelines and development limitations, such as the types of graphs development could produce.
LOW FIDELITY
MID FIDELITY
Solution
Key Enhancements
Consolidating the report into two-pages was a primary value for the project stakeholders. The report included more data than the original report, but in order to align with the desire to quickly provide farmers with takeaways, the report could not be extensive in length.
All Key Metrics of the Field to Market Program were included in order to provide farmers with a comprehensive view of their practices based on all program metrics. Various versions were created based on various farm and crop criteria.
Visual Representation of Data was improved to enhance the readability and comprehension of the report. This allowed for more data to be share, while presenting the information in a more aesthetically pleasing way.
Results and Impact
This project resulted in significant improvements to the user experience of the report, leading to increased clarity on sustainability of farm methodologies, which led to farmers being able to quickly enhance their practices based on data. The redesigned platform provided intuitive insights, empowering farmers to understand environmental impacts of their farming practices and areas for potential improvement. This will lead to improved soil health, increased crop yields, and reduced environmental impact. By providing clear insights, the program will continue to promote soil health and biodiversity, and contribute to the advancement of sustainable food production systems.
