Farmer’s Business Network (FBN) is a farm analytics and management tool. Farmers use the product to document current performance and to predict optimal seed/soil/fertilizer combinations for future planning. The mobile application supports the web experience, and is primarily used to check conditions throughout the day and to document farming events from the field.
View the app in iTunes
Persona and User Flow Documentation
I began my exploration by interviewing the product team about their current farmers. I used that information to quickly create some ad-hoc personas. I then created mobile user flows for each individual to help the team better understand the different segments and user goals. While I wasn’t able to validate the personas and flows with actual users, I provided guidance to the team on how to test our assumptions.
My mobile exploration began by defining the application architecture. The home page prominently features “FBN suggest”, fulfilling a business requirement of surfacing results of data analysis prominently. The most frequently sought data lives on the “Fields” page and is presented in a dashboard format.

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