Agrofy

UX Lead
Project Overview
Agrofy started as a B2B and migrated to B2B/B2C in a short time. This generated residual issues that didn’t accommodate the new user cases, causing friction and reducing engagement.
There was also a technological constraint, the initial version of the platform was built with a CMS, which was not only generating performance issues it was also not flexible enough, and it was hard to introduce changes.
My Contributions
User Research, Usability Testing, UX Analysis, Ideation, Wireframing, Prototyping, Interaction Design, Visual Design
The increase of connectivity across the world and the improvements in cellular networks made the Internet to be available almost everywhere. That means an opportunity for agriculture to conduct business online in a faster, more efficient way.

We provide value by allowing companies and individuals to conduct their business remotely, allowing them to instantly access a market of relevant products, freeing their time during the selling or buying processes. Users weren’t aware of how it works, which generated a high volume of inquiries for Customer Services.

Users didn’t want to provide all the information required by the B2B model registration.
Publishing an item for sale was difficult and unengaging
Finding a category in the menu took too long and generated frustration
Search results were slow and inaccurate.
Agrofy
UX Lead
May 2016 — Dec 2017