Role
Duration
12 months
Jan 2024 -
Jan 2025
Project Type
B2B SaaS Access Management Platform
Industry
Government, Agriculture, AI
My Roles
UX Design
UI Design
UX Research
Prioritized accessibility and usability for diverse users in varied, unpredictable conditions. Improving data processing efficiency by 32%, enabling agricultural management professionals to access critical insights faster.
This improvement was tracked through performance monitoring tools, resulting in a 21% increase in user engagement and a 13% boost in MRR.
Implemented a scalable design system leading to faster iterations, improved responsiveness, and contributed to a 15% increase in customer retention rate (CRR) and a 20% reduction in churn rate.
The challenge
Problem statement
DEFRA required an intuitive, scalable platform that allowed agricultural management professionals to access vital livestock data while improving data processing efficiency and user engagement in varying, often unpredictable conditions.
Key goals
Ensure the platform was accessible to a wide range of users with different needs.
Facilitate AI-driven optimization for process improvements, especially for government and agricultural professionals.
Improve user engagement, adoption, and retention.
Develop a flexible design system capable of scaling for future features and products.
Challenges
Designing for a diverse user base, ranging from tech-savvy government professionals to agricultural users in the field.
Balancing accessibility with AI-driven automation to streamline complex processes without overwhelming users.
The process
User Research & Stakeholder Collaboration
Objective
To gather insights from both government professionals and agricultural workers to understand pain points, workflows, and usability requirements.
The Approach
Conducted a mix of user interviews, real-life customer feedback, sales call data analysis, and technical research to uncover both explicit user needs and implicit challenges faced by the users in real-world scenarios.
Worked closely with DEFRA stakeholders, including government representatives and technical teams, to prioritize features and user needs based on the combination of customer feedback, sales insights, and data-driven analysis.
Mapped user journeys to identify friction points, especially in data-heavy tasks like tracking livestock health and disease outbreaks.
Outcome:
Developed personas for key user groups, including government users, field agents, and farmers, which helped guide design decisions and feature prioritization.
UX Design & Prototyping
Objective
Create wireframes and prototypes to visualize and test the new access management platform's user interface and user experience.
The Approach
Developed low-fidelity wireframes and interactive prototypes to explore layout options and interactions.
Conducted A/B testing on key features (e.g., dashboard layout, data filters) to ensure that design decisions were backed by real user feedback and data analysis.
Focused on simplicity and clarity in the design to cater to users in different environments, from office settings to fieldwork
Outcome:
The resulting design enabled quicker access to vital data, with enhanced data visualization and user-friendly interfaces, significantly improving operational efficiency.
AI Integration & Scalable Design System
Objective
Integrate AI to optimize platform features and implement a design system that would allow for future scalability. Designers work 34% faster when they use a design system.
Corporations that have design systems spend 70% less time on design-related responsibilities. Moreover, they experience a full size 50% growth in developer productivity. It allows teams to focus on crafting excellent consumer experiences.
The Approach
Collaborated with technical teams to incorporate AI features such as predictive analytics and data-driven insights into the platform’s user interface.
Developed a scalable design system, informed by the UK Government Design System, which facilitated faster feature iterations and updates.
Ensured AI-driven UI updates were seamlessly integrated without overwhelming users, providing personalized experiences while retaining simplicity.
Outcome
The AI integration allowed for a more streamlined workflow, with automatic data suggestions and insights tailored to the user’s role and needs. The design system streamlined development, reducing the time spent on future updates.
Example components, colours & fonts
Performance Monitoring & Iteration
Objective
Track the platform’s performance and iterate based on real-world usage to improve efficiency, engagement, and retention.
Approach
Integrated performance monitoring tools to track user engagement, platform usage, and key metrics like Net Promoter Score (NPS) and Monthly Recurring Revenue (MRR).
Regularly iterated on the design based on performance data, user feedback, and insights gathered from sales calls and technical teams.
Optimized data processing efficiency, resulting in a significant improvement in user engagement and product adoption.
Outcome
The design improvements led to a 21% increase in user engagement and a 13% boost in MRR, with the platform gaining positive feedback from users across all sectors.
Images to include:
Before-and-after examples of key screens (like dashboards or data views) post-iteration.
Performance charts or graphs showing improvements in metrics like NPS, MRR, or user engagement.
Increased user engagement by 21%, improving the platform’s adoption rate.
Boosted Monthly Recurring Revenue (MRR) by 13% through streamlined processes and enhanced usability.
Improved customer retention rate (CRR) by 15%, thanks to AI integration and personalization.
Reduced churn by 20% by creating an easy-to-navigate, highly accessible interface for both government and agricultural professionals.
Reflections & takeaways
This project was a powerful example of how a user-centered design approach, combined with sales insights, real-life customer feedback, and technical collaboration, can drive significant business outcomes. By fostering cross-team collaboration, maintaining a strong focus on user needs, and developing a scalable design system, we were able to deliver a solution that not only met but exceeded expectations. This project reinforced the importance of aligning design with business goals, ultimately contributing to DEFRA's broader objectives of increasing efficiency and improving data access for government and agricultural professionals.