What is Climate FieldView?
FieldView is a software platform for farmers that maximizes crop yield by allowing farm operations to collect and analyze data about their field.
Because farmers have to make a lot of decisions regarding seed type, fertilizer, and harvest dates, they use FieldView to optimize their operation.
Allow customers to draw region shapes over mapped data layers, take notes about them, and analyze their yield performance after harvest.
Role & Collaboration
My role was end-to-end user experience and design including research, user experience, interface design, testing & design handoff.
I collaborated with one Product Manager, the Director of Product, one UX Researcher, and 2 Engineers.
The Problem Statement
Farmers & agronomists regularly check their field for problems & need a way to document regions of their field so they can take action & view the results after harvest.
I worked together with my PM to define the problem and set goals.
Business goal: To increase subscriber retention by 10% by providing the ability to scout (ie: annotate) regions within FieldView so our customers wouldn’t resort to 3rd party solutions to scout.
Together we detailed use cases, brainstormed functionality and had a kickoff meeting with engineering to discuss resourcing and timelines.
By having interviews with farmers I was able to better understand their typical workflow and the pain points they experience on a daily basis.
One thing that stood out to me was that farmers and their agronomists would print off maps from their field data. During the planting season they would circle areas of concern and annotate in binders. After harvest they wanted to know if their investment into problem areas paid off.
Concepting & Design
Rough concept sketches were created to iterate quickly while having regular sessions with my PM and Director of Product to get feedback. We also shared early concepts and flow diagrams with the technical lead to get feedback and feasibility.
Through iteration, the sketches were brought to life using wireframes in order to get more detailed placement of layout, objects and flow.
Prototype & Testing
The next step was to create clickable prototypes using Invision. My PM and I worked with one of our UX researchers to solicit feedback from our users by scheduling video calls with farmers, agronomists and seed dealers, giving them tasks to complete. Overall users were excited about this feature and expressed how valuable it would be to their workflow. We took the learnings from these sessions and made alterations to the flow.
During the season, a farmer or agronomist can view real-time problem areas of their field using our health maps. They can use the new drawing tool to outline a problem area of their field that needs investigation. They can choose a variety of drawing tools such as freehand, polygons, rectangles and circles. Drawing a shape allows them to document that area of the field in order to write notes, take action and analyze the yield after harvest.
After creating a shape, a user can go into the field to scout the problem area. Using the mobile app, they are able to take notes about the issue from the field. Additionally, they can add photos, enter descriptions, categorize the note and more.
After regions are created, they appear in a saved list. This birdseye view allows a user to quickly find the region they want. During the season, a farmer might choose to remedy the problem areas by applying insecticide, drainage tiles or fertilizer to these areas. After harvest, they can quickly jump into specific regions to view yield reports.
After harvest, tapping into one of the saved regions allows the farmer to view detailed yield information about that specific part of their field. This allows them to see how things like seed type, soil, and density of seed placement affected their crop yield. From this, they are able to see if their investments paid off.
Through this project we were able to fill a major gap in our customer’s workflow which drove a lot of value to the product.
We saw a 30% increase in subscription renewals for users who created saved regions.
By listening to our customer’s needs, we were able to build a powerful region reporting tool that increased the value of FieldView.