michelle walstra
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Complex Data Visualization at an Agritech startup

Client Overview

Ecoation, a Canadian agritech startup, offers a web and mobile platform that allows users to add, manage and view their greenhouse data.

Problem

Users want to view multiple data points on a single map so that they can make better decisions.

Outcome

This project is scheduled for production launch in Q3 2024. Our goals are to enhance 90-day user retention, increase engagement frequency, and reduce time to value for new customers.

Research

  • 📢
    Product Feedback ChannelsCustomer Success reps, emails, help desk tickets
  • 📈
    Monitoring TrendsProduct and feature analytics on Pendo
  • 👀
    Observing User BehaviourWe observe user sessions with LogRocket
  • 🤝
    User InterviewsInterviews with our existing customers

77% of our customers had requested the feature when engaging with our Customer Support team, and after interviewing a subset to explore the problem space, we were able to get clarity on the user pain points.

Problem Statement

Growers aren’t able to compare multiple data points, which prevents them from gaining a holistic understanding of their greenhouse.

Our research enabled us to effectively capture and articulate the 'why' through the user stories outlined below. These stories functioned as valuable customer artefacts, providing a reference point throughout the design phase.

Grower

I want to overlay a pest and virus so I can gain insights into their transmission dynamics.

IPM (Integrated Pest Management) Manager

I want to view multiple pests at once, so that I understand the relationship between pests and treatments.

Bio Consultant

I want to compare outbreaks with temperatures, so that I can understand the impact of climate on pests.

Design

My design process began by examining competitors within the AgriTech sector and exploring other industries or applications that implemented a similar overarching principle of displaying multiple data points in a single view.

AI Use-Case

One application of ChatGPT in a designer's toolkit is its ability to provide examples of applications or companies that utilize niche UX patterns, offering visual references for design inspiration.

Visual Reference Examples

Weather Radar Maps

Environmental Maps

Ecological Maps

Traffic Maps

In this project, beyond visual design and layout, our primary focus was to determine the value of the data presentation.

Diagram of all of the possible data points that we currently showed individually through various methods.

Here is a before-and-after comparison of our refined design solution, following extensive research and testing.

  • 01
    Maximize Impact, Minimize ClutterWe expanded the grid’s vertical space by removing unnecessary components and adjusting the layout to emphasize the areas where users spend most of their time.
  • 02
    Embrace Progressive DisclosureWe consolidating multiple overlay options behind a single button. This approach preserved valuable screen real estate and maintained accessibility to optional features without cluttering the UI.
  • 03
    Context is KeyWe replaced the generic 'Add' button at the top right with specific 'Add' buttons within each relevant tab (issues, treatments, biologicals) to provide clear context.
  • 04
    Empower Through CustomizationPreviously limited to viewing only one type of data at a time, users were now able to simultaneously select and display multiple data categories on the grid.

Delivery

Cross-Team Collaboration

  • 🛠️
    EngineeringWeekly touch-points with dev lead regarding technical considerations
  • 📦
    ProductWorked closely with PM and CTO to ensure business alignment
  • 📊
    Data ScienceEngaged with director of data science to understand data constraints
  • 🤝
    QA (Quality Assurance)Ensured QA team was in the loop so that they have a holistic understanding
To Be Continued...

This project is currently under development and is scheduled for release in Q3 2024. Stay tuned for more updates in the upcoming months.