Cargill is one of the largest privately owned companies in the world. Their mission is to nourish the world in a safe, responsible and sustainable way. They are a family company providing food, ingredients, agricultural solutions and industrial products that are vital for living. They connect farmers with markets so they can prosper.
Overview
Role: Lead UX Designer
Responsibilities:
UX Research
Interaction Design/Prototyping
Visual Design
Company: Cargill
Our MVP focused on key features such as loading and displaying farmer data, creating interactive data charts, and enabling farmers to review trade assets and make trades—all designed to provide immediate, tangible value to users as well as reduce the call center overload and overhead.
Stakeholder Interviews and Concept Sketching
Working closely with my product partners and leveraging Lean UX, I worked in rapid iterations, gathering continuous feedback from farmers and stakeholders, which allowed us to refine the experience in real time. The result was a modern, intuitive trading platform that not only bridged the generational gap in farming but also helped drive digital adoption in an industry traditionally resistant to change.
User Research
User research was a fundamental part of the design process, and I took a highly immersive approach through ethnographic research with farmers in their everyday environments.
Through these interactions, I was able to uncover pain points, needs, and motivations. In addition to interviews, I facilitated journey mapping exercises to identify key moments where the platform could make a meaningful impact.
Wireframes
I collaborated closely with stakeholders to ensure alignment with business goals and led the creation of wireframes through an iterative approach. This involved hands-on prototyping using InVision and Principle, where I built interactive prototypes to test my design hypotheses and validate user needs through usability studies.
Final Design
I was the sole designer responsible for crafting the entire visual design language of the commodity app, ensuring it aligned with Cargill’s branding guidelines while prioritizing usability for farmers in real-world conditions.
A few samples of the app screens. I designed 100’s of screens due to the complexity of making trades, managing a farm, and financial applications
Outcome and Impact Metrics
The redesigned Cargill commodity trading platform helped bridge the gap between generations of farmers. While older farmers were initially hesitant to adopt new technology, the younger generation embraced it wholeheartedly, making it their go-to tool for tracking market prices and placing bids.
1. Younger Farmers Took to It Instantly
The new generation of farmers, who grew up with smartphones and apps, found the platform intuitive and easy to use. Many started using it almost exclusively, replacing phone calls and spreadsheets with real-time data at their fingertips.
One younger user shared, “This is exactly what we’ve been waiting for. I can check prices and make a trade while I’m out in the field—no more waiting on calls.”
2. Faster Decisions, Less Hassle
Before the redesign, farmers had to rely on phone calls, faxes, or handwritten notes to track prices and trade. The new system put everything in one place, making it easier to get information quickly and act on it.
Users appreciated the convenience, saying things like, “Now I don’t have to call three different people just to check prices. It’s all right here.”
3. Cargill Saw the Shift Happening
Cargill’s team noticed the change—more farmers were going digital, and younger users were leading the way.
One stakeholder put it best: “This platform is setting us up for the future. It’s great to see the younger generation fully embracing it.”
Prototyped Help Videos for User Onboarding
Since Cargill’s primary users are rural farmers, many were unfamiliar with using an app for farm management. To ensure a smooth onboarding experience, I designed and developed interactive prototypes using Principle, capturing realistic interactions through screen recordings. These prototypes were then incorporated into a series of instructional videos for the app’s help section, providing users with a clear, hands-on guide to navigating the platform. This approach not only improved accessibility but also reduced the learning curve, making the transition to digital tools easier for traditionally tech-averse users.