Case Studies
Putting Farmers First in Digital
Building a user-centric product organization driving measurable customer experience
Context
AGCO, global manufacturer of agricultural machinery and home to the premium FENDT brand, lacked a unified digital product vision to effectively address customer needs with digital services.
Product teams needed alignment on a cohesive strategy to deliver a seamless, integrated experience across the entire customer lifecycle, from product discovery through after-sales support.
Approach
As UX Lead I established core UX capabilities and a farmer-first discovery and delivery approach.
I embedded research and testing in all workstreams and ensured real users shaped early decisions.
Through cross-functional workshops I led the definition of digital service opportunities and a unified product vision, the Future Digital Customer Journey, mapping all touchpoints and guiding priorities.
Impact
The unified product and journey vision aligned teams around one strategy and established a focused, user-centric development approach.
As UX Lead I built and managed a 25 person UX organization and linked strategy to delivery.
Results included a 17-point NPS increase, delivery speed up by 30 percent, and a consistent end-to-end digital experience across touchpoints.
