logo
logo

Reach Huong at

AgriProve

AgriProve, an Australia’s leading soil carbon project developer, aiming to streamline soil carbon project development for farmers. Their core product focuses on proceduralizing registration and soil sampling to enhance operational efficiency. The goal is to shift from labor-intensive, manual operations to a digitized approach, providing a 'single source of truth' while be able to integrate customer relationship and task management systems.
A Work Done for: kholab.co | Year: 2023 | Role: Project Lead, Product Designer

Project Overview

About
AgriProve is dedicated to advancing soil carbon projects and sought to streamline the farmer onboarding experience. The EOI (Expression-of-Interest) app is designed to replace cumbersome paper-based processes, allowing landowners to easily register their lands for carbon development projects. This app aims to simplify data management, improving the efficiency of submissions and internal workflows.
Role
As a Project Lead & the only UX Designer in this project, my responsibilities extended beyond UX design, encompassing the strategic vision for the product's user experience & interface. I collaborated directly with AgriProve's Head of Engineering to ensure the product not only met its functional objectives but also provided an engaging and efficient user journey that align well with AgriProve's business goals.

1. Empathize & Define

Landowners face a daunting task when engaging with AgriProve: a 12-page paper-based application filled with complex tables that can only handle one land title at a time. This results in a time-consuming process filled with complex manual data entry, leading to potential errors and the need for clarification from AgriProve staff but the responses to inquiries are slow due to the manual, paper-limited process. Conversely, AgriProve staff are inundated with manual tasks, from data entry to document management, reducing operational efficiency and increasing the likelihood of errors.
Core challenges that our App should aim to solve (HMW questions):
How might we streamline the land title submission process to accommodate multiple parcels within a single application, making it more efficient for farmers?
How might we automate the initial data capture from farmer applications to reduce the manual data entry workload for AgriProve staff?
How might we create a more intuitive and guided application process to decrease the need for farmer inquiries and enhance clarity on submission requirements?

2. Ideate

In the Ideate phase, I analyzed the documentation provided by AgriProve and started embarking on developing user flows and key wireframes for the app. It was during this phase that insights emerged from user testing, particularly surrounding the Land Title mapping feature. These insights necessitated multiple revisions and the creation of additional user scenarios to ensure we met the full spectrum of our users' needs, accommodating both their challenges and preferences in interacting with the app.
Initial Iteration
While working on this version, we invited app users to test out and able to see the struggle they are facing with "Land Title Mapping Feature":
Users are asked to input their address to locate their land on an interactive map using GPS or entering postcode & selecting address with Google auto-complete functionality.
Observations note that older users struggle with incorrect or unrecognized addresses (as users can't select address that isn't recognized by Google), leading to frustration and incomplete tasks.
Revised Version
In the next iteration, I focused in the difficulty of users in entering incorrect address in the "Land Title Mapping feature", and developed a new manual entry option. This bypassed the map visualization but let users input several land titles at once, with AgriProve following up later. This adjustment streamlined the form completion process and reduced user frustration.

3. Prototype

Upon securing approval for the flows & wireframes, I supervised Bao Phan (Junior UI Designer) to integrate final details & apply brand's color scheme under the initial visual direction of Phap Nguyen (our Senior UI Designer), ensuring the final designs were in line with AgriProve’s vision and user requirements. The result was a polished final design, accompanied by comprehensive documentation detailing the design effects and technical integrations for our Development team.
Live Version
Interactive Map for Effortless Land Title Mapping
The app's interactive map revolutionizes the cumbersome process of entering land titles by transforming it into an engaging digital experience. I designed this feature to allow users, particularly those who are not tech-savvy and in their mid to later years (as major of our Landowners are), to easily select multiple lands using a responsive map interface. By simply entering a postal code or opting for manual data entry, landowners can manage multiple titles in one submission, eliminating the one-at-a-time limitation of the paper-based system and significantly simplifying land management tasks for AgriProve staff as well.
Responsive Layout for Mobile
The introduction of the interactive map necessitated a distinct layout for mobile devices. To optimize space and enhance intuition in map interaction, panels were broken into separate steps with a smooth slide-up/down mechanism, ensuring seamless navigation on smaller screens
Simplified Prelimary Questions with Visual Aids & Guided Progress Indicators
This transition from a lengthy 12-page of complex data tables to a digital format is made user-friendly with simplified preliminary questions, visual aids, and a prominent progress bar. Icons & enlarged interactive elements are incorporated to aid older users in navigating the form, making information scanning and completion more intuitive. The progress bar not only guides users through the steps but also serves as a Navigation bar, providing a clear indication of their journey through the application, allowing them to go back & forth in their application steps, enhancing the overall user experience.
Real-time & transparent Warning & Indicator System for Error-Proofing
Anticipating every user scenario, I've implemented a robust warning & indicator system. It includes real-time error notifications for unfilled fields and loading states during slower internet connections, ensuring users are always informed of their form's status. This proactive approach mitigates potential frustrations, particularly during form submission, by keeping users assured that their data is being processed, even during unexpected delays.
Detailed Summary with Editable Options
At the conclusion of the application process, a detailed summary view allows users to verify and edit their information, a crucial feature considering the data-intensive nature of the form. This step is particularly important as it replaces the tedious task of manually reviewing paperwork, greatly reducing the risk of errors and the time investment required, thereby streamlining the final stages of form completion for the users.
100+ More Screens & 2 Mini Apps
While the EOI app showcased above represents a significant facet of the project, it is only a part of a larger suite of over 100 screens and mini-apps designed to streamline the experience for both landowners and AgriProve staff in managing soil carbon projects. Due to confidentiality agreements, the full breadth of this extensive project cannot be publicly disclosed. However, I am prepared to discuss the details and demonstrate the comprehensive design solutions during an interview upon request. The following screens provide a glimpse into the depth and complexity of the project, showcasing the intricate user interfaces developed for post-EOI app interactions.
Full Design Flows & Working File can be Opened & Presented at Interview.
Please keep in mind this is only a small part of the work I've done for AgriProve. For a comprehensive understanding of the full scope and nuances of this project, detailed flows and design working files are available upon request. I believe that a direct walk-through during an interview or discussion will provide the depth of the work in a context that maintains confidentiality and respects the proprietary nature of the project.