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Wilbur Ellis


Agronomists at Wilbur-Ellis required a cohesive web and mobile experience to utilize state-of-the-art advancements in field mapping, scouting, soil testing, applications, and scheduling.




Worked with user researcher on overview of product offering. Learned about the farm customers and salesmen who would use AgVerdict. Produced mood boards to identify a digital branding strategy. Separated tasks into mobile and desktop to visually group common features. Created field navigation that would automatically update with built-in GPS. Designed UI for a variety of tasks, from mapping to pest identification and counting, as well as a chemical application formula management tool.



We deployed a robust tool for mapping farms and fields.  Scheduling was optimized, and groundwork set for automation based on crop type and start date. Over time detailed scheduling and scouting data reveal insights that can lead to improved yield. Chemical application tools calculate mixtures and consider localized requirements and licenses. The result was a strategic variable chemical usage rather than dowsing everything with Roundup. 

Design Research​

I evaluated precision agriculture business requirements and designed user interface patterns to ensure cross-platform optimization for the launch of AG Verdict.


Business Requirements

From onboarding to mapping to field event creation and management, the business needs began to emerge. I organized over a hundred requirements according to the most relevant platform, the left side for mobile right side for the desktop. I also color coded the tasks according to the defined user type to identify patterns.


Precision agriculture involves agronomists, managers, scouts and farmers who work from home and office as well as in the field or cars. Many hours of on-site interviews with farmers, agronomists and executives helped to detail the needs and frustrations of each user type as well as technical aptitude.


Each user role was mapped to group tasks at common nodes. Intuition suggested that selecting the task would be the first step. However, geo-positioning and context can help identify the entity that the task should be applied to reducing steps. GPS was particularly useful for ad-hoc onsite field scouting and mapping.


Accessible field mapping using a truck, ATV or on foot enabled technology to target acute conditions. Understanding the mapping process was critical to developing usability and accessibility recommendations for the mobile application. Colors were selected to stand out from satellite imagery.


Variable rate chemical application requires complex equations in conjunction with mapping data and soil sampling data. A heat map of a variety of conditions from deficiencies to pests is processed through the equation to optimize yield. 

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