Crop and Account Management
Context
Farm Credit Canada’s AGExpert Field & Accounting platforms help Canadian farmers manage crop activities, track expenses, and handle farm finances. Over time, these tools became cluttered and unintuitive—especially for non-tech-savvy users. FCC initiated a modernization effort to improve usability, increase new-user adoption, and reduce support issues.
Business Analyst (UX focused). Create BRD, Hi-Fi Prototypes, pattern library.
My role
Improve core workflows like crop, activity tracking thereby reducing support requests and increased user retention.
40% increase in task completion rate, especially for core workflows like crop logging and expense entry.
20% Fewer support tickets around navigation & basic usage. Observed over 2 months.
+22% improvement in satisfaction scores among usability test participants.
Currently working on implementing user feedback on Accounting app.
⭐ Goal
🎯 Result
KPI Metrics
Timeline
Industry
Product
Aug 2024 - Present
AgriTech, FinTech
B2C app
Team
Tools
1 BSA, 2 UI, 3 PO, 1 team lead
Figma, Miro, Illustrator, Jira, Confluence, WCAG
Project Details
Click to Jump to high fidelity designs ↓
Step-by-step approach (BA + UX)
Discovery & Stakeholder Research
Conducted interviews, workshops, and observations with FCC stakeholders, support teams, and existing users
Defined key objectives for the redesign: simplify flows, improve learnability, reduce dependency on support
Created Business Requirements Documents (BRD) and Functional Requirements Specifications (FRS) to align stakeholders and technical teams
User Research & Persona Development
Conducted direct interviews and contextual inquiries with farmers across Canada, including users with minimal digital literacy
Mapped out pain points in the current systems (confusing IA, poor mobile UX, hard-to-find features)
Developed personas and journey maps representing real user segments, motivations, and technical comfort levels
Information Architecture & Workflow Simplification
Audited existing navigation and workflows for AGExpert Field & Accounting
Rebuilt the sitemap, screen flows, and task flows using progressive disclosure and content chunking
Focused on "grandma-friendly" UX principles — reducing screen overload and presenting only essential inputs at each stage
Persona of primary users of AgExpert Field and Accounting apps.
Information Architecture (IA) restructuring for better navigation
Wireframes & Prototyping
Created high-fidelity, responsive wireframes in Figma for both desktop and mobile views
Designed for accessibility (AODA/WCAG 2.1) and scalability (modular layouts and flexible patterns)
Prioritized key flows: field data logging, financial entry, onboarding, and dashboard overviews
Final improvised designs showing fields and reports pages
Usability Testing & Iteration
Facilitated usability testing sessions with target users (farmers and internal testers)
Collected qualitative and quantitative feedback to inform iteration
Incorporated feedback into refinements: improved form structures, field labels, and error handling UX
Currently in between iterations, implementing user feedback and testing through continuous improvement.
Final working application
Below video shows the final task flow of crop addition, contract management with improved information architecture and simplified left navigation.
Video showing flows to manage a contract and add new seed information, intuitive enough for non-tech-savvy farmers.
[User testing confirms 20% less support tickets received proving user adoption and user satisfaction.]
Video showing contract creation flow to track expenses & revenue, intuitive enough for non-tech-savvy farmers.
[User testing confirms 20% less support tickets received proving user adoption and user satisfaction.]
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Contact
Connect
sri@nidhic.com
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