Agrofy
From quotation to the first sale 100% online
Digitizing Argentina's $50B agricultural marketplace
2019
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.
SERVICES
As the design lead for this transformative project, I spearheaded all design initiatives while fostering collaboration between engineering teams, growth leadership, product managers, developers, and executive stakeholders to create Agrofy's first 100% online sales platform.
Project Overview
The Funnel: 1. User visit the product detail 2. Search for a product 3. Signup with email 4. Make a quotation/receive a quotation
Transform Agrofy from a quotation marketplace into a comprehensive e-commerce platform that enables farmers and agricultural suppliers to complete transactions entirely online.
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.
Approach
User testing in the ExpoAgro
I employed a comprehensive research-driven approach that prioritized understanding user needs, minimizing assumptions, and collaborating closely with technical teams throughout the design process.
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.
Process
The process followed a structured four-phase approach: Discovery research, problem definition, collaborative development, and iterative delivery with continuous user feedback integration.
I conducted user research with buyers and sellers to identify issues like payment confusion and shipping challenges. I collaborated with engineers to prioritize features for the Minimum Viable Product (MVP) and tested it extensively using Hotjar analytics, refining based on user behavior.
"I focus on designing a user-friendly experience for the agricultural sector, inspired by platforms like MercadoLibre. My goal is to simplify tax calculations and shipping logistics while ensuring clear pricing and transparent delivery options. I emphasize a straightforward design with a clear information hierarchy, allowing users to access essential details easily. Let’s improve the efficiency of agricultural transactions together!"
Final Design
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.
The final design successfully transformed Agrofy's quotation-based platform into a fully functional e-commerce marketplace. The checkout system features intuitive navigation, comprehensive payment options, integrated shipping solutions, and clear visual feedback. Key innovations include a progressive disclosure approach for complex information, map-based delivery selection, and a streamlined account creation process that reduces friction for new users.
Product Images
"The project exceeded expectations by delivering significant improvements in conversion rates, user satisfaction, and business growth while successfully launching the first machinery sale in Brazil." — Verónica Vargas, Head of Product
Achievements
The project exceeded expectations by delivering significant improvements in conversion rates, user satisfaction, and business growth while successfully launching the first machinery sale in Brazil.
The project successfully launched Brazil's first fully online agricultural machinery sales platform, setting a new market standard and allowing Agrofy to expand into Latin America. The checkout process received a 4.5/5 rating from buyers, and a new research framework was established to improve design processes.
increase in quotations for seeds
increase in new merchants
