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5 min read
Client
Large agricultural cooperative
My role
Lead Product Designer
Timeline
2024 - Present
Overview
The problem
When I joined, the company was building its digital practice across many business lines, products and user groups. Teams were working with legacy systems, fragmented services and business rules shaped by agriculture, commerce, logistics and field operations. The challenge was to create modern digital products without ignoring how the business actually works on the ground.
The solution
I created a reusable product design base and applied it across several digital products, from business apps and member services to B2B commerce and field-team workflows. I worked between business teams, IT, developers, external partners and users to turn dense operational rules into usable journeys, shared patterns and delivery-ready designs.
Who I worked with
Business apps, commerce and farmer services
Setting product direction
Business stakeholders
Product owners
IT leadership
Commerce teams
Marketing teams
Domain experts
Turning work into delivery
Developers
External partners
Backend teams
Data & BI teams
Field teams
Farmers and end users
Approach
01. Set the design base
Before larger product work could move at speed, the company needed a shared visual and interaction base. I translated the existing brand into a practical product language: rules, components, responsive behaviours and reusable patterns. This gave teams a common starting point for web apps, mobile journeys, B2B commerce and field-team products.
02. Turn business rules into flows
The hardest part was not making the interface look modern. It was turning dense agricultural, commercial and operational rules into flows people could use without seeing the machinery behind them. I worked with business and technical teams to map pricing, stock, delivery, accounts, user roles and seasonal cases, then translated them into product journeys.
03. Align teams around delivery
Design quality depended on what happened between the first business request and the final release. I worked as the bridge between business teams, IT, developers, external partners and users, turning scattered requests into shared decisions and delivery-ready designs. The goal was to reduce blind spots before development and help teams move faster with fewer late surprises.
Cross-functional product workflow
04. Bring field feedback into the loop
The product could not be designed from meeting rooms only. I brought user feedback into the process through field visits, interviews, remote tests and workshops with farmers and field teams. These sessions helped expose misunderstandings early, especially around pricing, availability, loyalty points, account access and delivery logic.
Impact