Grain Marketplace Filtering by Seller

Indigo Ag is an AgTech startup with a diverse set of tools for employees at grain silos. In order to rapidly iterate on our initial MVP, I designed, organized, and initiated a research study to test and assign priority to possible "fast follow" features. The feature we implemented was well-received by customers and reduced customer contract cycle time by ~33%. Additionally, the research revealed larger insights about customers' day-to-day tasks and mental models, which we incorporated into subsequent design iterations.

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The Challenge

Our customer success team passed on a piece of customer feedback about a specific workflow they'd like to see in the product. We wanted to validate this workflow with end users to ensure that there would be value in fully building it out. Additionally, we were interested in whether there were divergent or more minimal solutions that would still address users' underlying needs.

After receiving the feature request from Customer Success, I cross-referenced our UX research repository and found other data supporting this need. I thus determined that there would be value in testing this feature concept and wrote the first draft of a research plan, which I shared with my partners on the research team. After some light editing, they used the document to produce a usability test script.

In collaboration with other UX stakeholders, I built the clickable prototype that we used as the research stimulus. I then supported my UX research colleagues during fielding by taking notes, tagging transcripts in our research repository, and contributing to the final readout.

Additionally, I produced my own one-page report on the research findings with specific recommendations for how our product team might quickly add business value in this problem space.

Based on those findings, I designed a minimal solution that our product team quickly prioritized and implemented. This release reduced customers' time to create a contract by 33% and was met with immediate positive qualitative feedback.

Following this release, my UX colleagues and I continued to brainstorm and design potential future-state versions of this feature.