OUROFINO
Design research
Product design
Building a digital environment with three digital solutions for the agribusiness in Brazil.
about the project
I worked on this project as a leader and main designer inside the challenge
The construction of a new app structure based on the user's necessities
The biggest field research that I have made and the first time that I worked remotely
Using design thinking to understand and align the stakeholders' vision into only one goal and concept of success.
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Using the service design research triad to understand the front and backstage of the agribusiness in Brazil.
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Building and testing a solution to check its adhesion potential and make sure that we can follow the path.
Brazil is one of the most important players in the agribusiness market in the world. With this scenario, Ourofino is a great chemical player that sells pesticides and medicines for animal cultures. After many years following the steps of international companies, now Ourofino has been improving their own technology to perform a better service for the national market.
Agribusiness is a market where it's been growing the digital behavior, however there isn't a great digitalization inside the chain yet. Thinking in the future, Ourofino came to us asking for a way to build an APP that could provide more opportunities to sell, promoting more negotiations, and improving the Ourofino's brand value inside the national territory.
With a service design approach, we used the double diamond to build a digital environment with three products. Using gamification and attractive deals, we empowered resale stores to create campaigns, motivating sales teams and offering great deals to customers. Simultaneously, farmers accessed essential information, with OCR technology suggested for disease identification like Soybean rust. These free apps enhanced Ourofino's access to data while elevating the brand value for customers.
The setup is the first step, helping us understand stakeholder differences and establish a single goal for the discovery, definition, and design phases. It includes three steps: metricizing the value proposition in each stakeholder's mind, converging visions into a central goal, and collecting information to formulate research questions for the discovery phase. These steps provide a clear understanding of the client and project before starting the discovery, like needing a clear direction before driving.
The value proposition chart identifies stakeholder alignment.
Stakeholders deemed innovation as the least important factor, yet it was the only point with complete alignment among them.
Identified two trend lines; guided the group in the workshop to merge them into a single goal.
Collaborating with stakeholders to set a project goal and define discovery objectives.
The Challenge Frame tool helps define the project's goal, success criteria, and failure criteria.
The Research Frame defines essential aspects, guiding us to research goals.
Every research needs to begin with a research question, for designers, it isn't different.
To understand the relationship between the final costumer and the salesman inside the digital.
To identify what are the technical- information source that are used by the farmers in Brazil.
To identify what are the consumers' and farmers’ difficulties and necessities during the purchase.
Qualitative interviews help understand the user's perspective, including their challenges and needs.
"Shadowing" helps observe the real process and identify differences from the user's perspective.
Living in their shoes and working as one of them helps understand how the context influences the process.
As the project leader and primary designer in the double diamond process, I ensured quality outcomes and defined the methodology. During the discovery phase, I traveled across Brazil to understand regional variations in agribusiness. Each region's research team mapped the pesticides sales process, delving into personas. We used quantitative research for validation and collected digital ethnographic information. This data informed the service blueprint for sales, capturing crucial insights about market players' needs and routines. This close approach ensured user-centricity throughout the "Define" and "Design" processes, addressing specifics like building white interfaces for high sun luminosity and addressing the lack of 4G internet signal.
Four service blueprints were divided into purchase and sales processes, revealing differences when overlaid.
Personas, like Ourofino's employees, Salesmen, and Farmers based on the value preposition methodology
The design team generated a report on hypothesis validation and opportunities to be used in the next steps.
Personas represented the players in the pesticides purchase process, such as Ourofino's employees, Salesmen, and Farmers. Inside each persona, we brought the necessities, pain points, value proposition, and digital behavior.s.
Personas represented the players in the pesticides purchase process, such as Ourofino's employees, Salesmen, and Farmers. Inside each persona, we brought the necessities, pain points, value proposition, and digital behavior.s.
A persona is a tool that reveals user profiles and behaviors, fostering strategic collaboration between design and engineering teams. It helps identify Key Users crucial for the development process.
Each Persona in the market chain has distinct motivational factors, where facility is not a major one. The key factors for driving sales include trust, bonuses, price, and product quality based on reviews or past experiences.
Download report
Stores create their gamification campaigns to boost sales, with improved conditions for those showing higher engagement with the solution.
The rich data from farmers, salesmen, and stores provides Ourofino a key advantage, allowing them to be the first to grasp the real market scenario.
We optimize resale stores' processes, saving money and time. Digitization enables smarter choices in human resources and finance.
Define and design processes involved collaboration with other designers. We conducted an unpack session to review discovery results and employed design sprint concepts to generate numerous ideas. Using Zen Voting, we prioritized and followed a path during design, creating a digital prototype with Figma to illustrate the environment.
Our solution aims to improve relationships among players by creating a digital environment with three products. The first focuses on farmers to identify issues and provides exclusive discounts.
‍The second and third products target resale stores, aiming to implement a gamification process and utilize sales data to enhance market competition, thereby boosting Ourofino's brand value.
Farmers can identify problems using OCR, order products, or just check the pieces of information from the last visit from your agronomist
A salesman can digitize his routine, keep the interaction with his clients, check his sales score or get exclusive rewards for his individual performance
Stores can make sales gamification campaigns, getting all the employees engaged in their goal, and now have data from the employees' work routines.
We built the prototype using Figma to exemplify the interfaces to show the concept and sell the idea of three digital platforms working as one digital environment.
We tested this concept by talking with expert people from the digital and agribusiness market, as well as stores, salesmen, and farmers.
After the test, we classified the features into a rank to show the prioritized order of development according to the testers' visions of the solution adoption.
A concept test validates business viability and prioritizes features based on user and market perception. Specialists in digital and agribusiness, along with users like salesmen and resale store owners, participated in the test. Each feature was anonymously rated on four criteria: Personal Adoption, Sales Impact, Recommendation to a Friend, and Innovation Potential. We calculated the average score for each feature to determine priority and create a ranking reflecting market and user perceptions.
Keep your focus on the whole market chain to build a digital environment instead an alone  application
Go out from your office and live among the user to understand their needs that aren't spoken during interviews
Sometimes we need to think the simplest solution in order to get the job done on time
