Yara FarmWeather

We conducted research across multiple countries, working directly with smallholder farmers operating in hard-to-access environments where access to technology is limited. To ensure success in such challenging conditions, we partnered with local researchers and field agents to bridge cultural gaps. This collaboration resulted in deeper insights and genuine openness, allowing us to truly understand pain points and opportunities.

The rapid iterative design process that followed helped our team test solutions and better understand how real-world needs and constraints were being addressed. This ensured the product remained grounded in how users actually work, rather than in office-based assumptions.

This deep user research plan demonstrated clear business value, proving to stakeholders how UX research can be a driver in the early stages of a project and guide key strategic decisions.

Farming workflows vary significantly depending on location, infrastructure, and access to technology.

We mapped detailed user journeys to understand how decisions are made in different contexts, including low connectivity environments and the use of basic devices.

Properly understanding the interactions between real world situations and a new digital product was key to understand how it was best to design so what we showed the user mattered at the right moment.

These journeys became the foundation for defining the product experience, ensuring that key interactions supported real tasks and decision points.

After the initial launch, user feedback became a key driver for product evolution. Because the UX team was fully integrated within the product team and working in an agile setup, we were able to iterate quickly and continuously.

This allowed us to leverage integrated analytics and feedback channels to observe real user behaviour as it emerged. By understanding how needs shifted as users matured with the product, we were able to introduce new capabilities that addressed their evolving requirements.

This ensured the platform grew in line with validated needs rather than initial assumptions and gave clarity to the business on how to add new functionalities to the app in a way that it would not break the positive experience of users.

The product was adopted by more than 5 million users across different countries and became a trusted tool for farmers.

It demonstrated how a collaborative, user-centered approach can bring real value to an underserved community, turning complex needs into a solution that users actively rely on.