Atfarm – Optimising Precision Farming with a React Native Mobile & Tablet App
Transforming Precision Farming – Enhanced UX/UI Boosts Engagement, Usability, and Market Reach for Atfarm
Overview
Atfarm is a complimentary online service designed to assist farmers in overseeing biomass through satellite imagery and implementing variable-rate fertilization. The platform is dedicated to supporting farmers in efficiently managing crop nitrogen.
The Challenge
Users dropped out during onboarding because they didn’t understand the app’s value or why signing up was necessary.
The app lacked a cohesive brand identity — it didn’t even have a logo, which affected trust and recognition.
The registration process was lengthy and offered no progress indicators, leaving users uncertain about how much longer it would take.
Forms were confusing and lacked clear guidance, making it difficult for users to complete them successfully.
My role : Lead Product Designer
Drive design strategy by aligning user needs with product goals.
Lead end-to-end design from research to execution, ensuring usability and consistency.
Develop and maintain design systems, and clearly communicate concepts to stakeholders for alignment and buy-in.
Design Audit
Visual Design Evaluation: Assessing the visual elements of the design, including typography, color schemes, imagery, iconography, and overall aesthetics. .
UX Evaluation: Evaluating the user experience (UX) design to determine usability, intuitiveness, and effectiveness in guiding users through tasks and workflows. This includes assessing navigation, layout, information architecture, and interaction design.
Responsive Design: Evaluating how the design adapts and responds to different screen sizes and devices, ensuring a seamless user experience across desktop, mobile, and tablet devices.
Understand target audience through data
Analyse data such as traffic sources, user engagement, bounce rates, and conversion funnels to understand who is visiting the platform and they were interacting with it.
Competitive Analysis
Benchmarking the design against competitors and industry standards to identify areas for improvement and opportunities for differentiation. This involves analyzing design trends, innovations, and best practices in the relevant market.
Feedback and Improvement
Gathering feedback from users, stakeholders, and team members to identify areas for improvement and future enhancements to the application.
Design Improvements - Before/After
Improved onboarding with secure password suggestions.
User reviews for trust.
Consistent branding via our new Design System.
Added coachmarks for guidance.
location detection for easier sign-up.
Optimized experience across mobile and desktop.
Achievements
We reduced sign-up drop-off from 80% to just 10%, resulting in a 70% increase in conversion rate.
Enhanced Usability – User research and testing ensured the platform was intuitive for both tech-savvy and traditional farmers.
Stronger Brand Positioning – The design overhaul adapiting a Design System help consistency across desktop and mobile experience.