Data-driven agricultural collaboration
My Role
Lead Visual Designer
I led the creative direction for our brand image from creating assets to overseeing visual consistency across our products.
Interface Designer
I created preliminary wireframes, built design system components, and designed the mobile interface.
Overview
Arli is a collaborative digital platform that seamlessly connects farmers, extension agents, and scientists, providing personalized views, real-time communication, and data-driven insights and decision-making to enhance crop yields, research, and sustainability.
Research
Climate change significantly impacts agricultural productivity
While various agricultural technologies exist, none offer tailored solutions for independent farms. Other factors come into play, such as environmental concerns, technical skill requirements, and job losses due to automation which limit the adoption of new AgTech.
Source: McKinsey & Company
Competitor Analysis
Direct competitors prioritize corporate farms
Current AgTech companies focus on large-scale farms, suggesting an opportunity to provide cost-effective tools specifically for independent farms and agricultural scientists.
Narrowing our target audience
Interviews
Gathering insights from experts in the field
We held three rounds of interviews with 17 experts to explore their values, practices, challenges, relationships with each other, and perspectives on agricultural technology.
Initial Interviews
2 Agricultural Experts
Primary Interviews
3 Farmers
3 Scientists
1 Extension Agent
Concept Validation
6 Farmers
2 Extension Agents
Key Insights
Problem Statement
Our Opportunity Areas
Development
Early concepting and sketching
Concept Direction
A smart agricultural ecosystem that connects all parties in real-time
After deciding to create a platform with different views for for each target audience and a sensor to collect data, we created a sitemap to help structure the main features before moving onto mid-fidelity wireframes.
User Testing
We conducted user testing both in-person and virtually through Maze to ensure our functions and structure are clear.
Our Testers
8 Farmers
3 Extension Agents
3 Scientists
Methodology
Moderated Usability Testing
Scenario-Based Testing
Task Success Metrics
SUS Score
Scores across all platforms fell within the 'excellent' range
Before
After
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Final Design
Arli Sensor
Syncs data to Arli products with user consent and captures real-time crop and environmental data in the field.
Works offline via LoRa and LoRaWAN.
Adjustable solar panel ensures lasting power.
Camera detects pests and field conditions.
Farmer Platform
Monitor field health and view equipment information anytime, anywhere.
Direct access to extension agents and real-time solutions and recommendations.
Extension Agent Platform
Track farm visits while an AI assistant provides personalized and contextual farm recommendations.
Scientist Platform
Easy data-sharing and supports funding and grants through impactful and measurable local research.
The Brand Behind Arli
Reflection
The design process in not linear
We had to constantly reiterate and re-approach challenges based on user feedback. I learned how important it is to repeat the process, take a few steps back, and refine our design to meet user expectations.
Design with empathy first
I initially felt overwhelmed because of the number of potential directions. During interviews, I saw how it wasn't about deciding on a problem, but learning our users' stories and turning those insights into meaningful opportunity areas.
