Case Studies
Context
With a wide variety of applications on the field and increasing technical complexity, farmers face the challenge of finding the best suitable machinery for their specific needs.
As a core application of the defined customer journey vision, AGCO aimed to help farmers identify the right product and configuration with minimal effort and without technical pre-knowledge through clear guidance.
Approach
For product discovery and development, I led concept direction and established a structured, user-centered process.
We interviewed farmers, involved customers in co-creation, evaluated options in focus groups, produced wireframes and visual mockups, and iteratively tested prototypes with farmers and refined the solution to best meet the farmers’ needs.
Impact
The 3D Product Advisor delivers a user-centric guided-selling flow that leads farmers step by step through decisions. By answering a few simple questions on intended use, the machinery is configured to individual needs and visualized in 3D.
The concept strengthened AGCO digital brand experience, substantially lifted user engagement and NPS, and won the Red Dot ‘best of the best’ Design Award.
