From quotation to onlines sales
Digitizing Argentina's $50B agricultural marketplace
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problem
The project was initiated to address Agrofy's lack of sales tracking and direct purchasing, despite high demand for quoted products like seeds and machinery. The goal was to create a checkout system for direct purchases, starting with machinery and later expanding to other categories.
solution
Transform Agrofy from a quotation marketplace into a comprehensive e-commerce platform that enables farmers and agricultural suppliers to complete transactions entirely online.
In 2019, Agrofy was an established agricultural supply marketplace in nine countries, with over 5 million monthly visits. Although it facilitated over 6,000 product quotations annually for seeds and machinery, it struggled to track conversions into actual sales. Recognizing that many users wanted to complete transactions through the platform but lacked the infrastructure for direct online sales, Agrofy decided to evolve from a quotation platform into a comprehensive e-commerce solution.
I applied the "Discover, Define, Develop, Deliver" methodology, conducting user research to understand online purchasing experiences. I collaborated with developers to ensure feasibility and maintained design integrity, starting with alpha testing among 50 employees before a phased public rollout.
I employed a comprehensive research-driven approach that prioritized understanding user needs, minimizing assumptions, and collaborating closely with technical teams throughout the design process.
year
2020
timeframe
3 Months
tools
Framer
category
Growth
01
Adapt method of payments according to the market and benefits from the providers
02
Design the patter that they use to locate their field to receive and deliver their products
03
Allow chat as methos of negotiation for products and markets that needed; as seeds in Argentina
outcomes
The final design delivered a comprehensive checkout system that seamlessly guides users from product selection through payment completion, featuring integrated shipping solutions, multiple payment options, and clear progress indicators.
learnings
Analysing the types of assumtions you will accept to move on the project are important to consider and specially in a business with small research. Understading the user goals, ways of thinking and solving offline purschases allows me to build a smooth and delightful experience for the agribusiness.
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Online Sales
First Machinery in Brazil and Seeds in Argentina
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New Merchants
Users wants to try to sell their products online
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New Buyers
With a easier quotation process new quotation were made
see also
