FieldAgent is a software platform for data visualization and analysis to get a clear picture of agricultural performance and outcomes.
Role: Lead Designer
Product Design
What's FieldAgent?
FieldAgent has 3 clients: Web, iOS, and Windows Desktop
FieldAgent uses ML to analyze drone and satellite captured imagery
Customers can order specific analytic processes to be run on imagery.
The analytics are projected onto a map tile for geospatial analysis.
My Role
I was responsible for all product UI's in Sentera's portfolio. I ran day to day design operations, like 1:1's with my team, product roadmap direction, stakeholder touchpoints, and research planning and execution. I also was the Lead Product Designer for the FieldAgent iOS application.
Problems
Our product is designed for the wrong customer segment
After conducting a customer research project, we delivered some insights to the team. What we found was that the Agronomist (think farm advisor) customer segment is shrinking. The Product Validation and Verification (think testing seed varieties) market is growing. PVV customers spend more on analytics per license, but the experience for PVV users is inefficient and doesn't enable downstream data analysis.
Solutions
Pull the numbers out of the imagery
The current experience is heavily map based. Data is presented in different ways, but always as an overlay on a map.
Data Grids
PVV customers were actually already requesting data in spreadsheet format, so the solution was simply to make the tabular data as accessible as possible.
We added data grid components to the field level, as well as a data view that allowed users to access their entire organizations analytics.
Bulk actions
One of the biggest themes we heard in the interviews was bulk actions. A company running Plot Trials may have 10,000 fields worth of data, so it all has to be pooled together and analyzed in other tools, making the need for efficient exporting absolutely critical.
Joe Spencer
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