Amplified Ag

Growing food for a growing world.

Client
Amplified Ag
Service
B2B Product Design
DESCRIPTION

B2B Solution Revolutionizing Sustainable Farming

AmplifiedAg is revolutionizing sustainable farming with innovative hydroponic technology, making fresh, nutritious food more accessible. "A fresh approach to fighting hunger," their scalable, farm-to-community solutions empower local food production to combat food insecurity and create a healthier future.
Project Single Image
WORK
I led the UX strategy and creative direction for AmplifiedAg, designing a B2B platform and design system that streamlined communication and automation across hydroponic farms. Through on-site research and user journey mapping, I developed an intuitive system for tracking plant growth, task handoffs, and automated farm operations. The tablet-first design scaled from small farms to large operations, improving efficiency and usability. Delivered in six months, the project increased user engagement by 65% and boosted client satisfaction by 80%.

UX Strategy & Collaboration

As the Lead Creative Director and UX Designer on the AmplifiedAg project, I designed and executed a B2B platform with design system that streamlined communication and operations across hydroponic farms. Working cross-functionally with development teams, I developed a system that connected farm functions, automating notifications, task tracking, and environmental controls. To ensure usability across varying farm sizes, I conducted extensive user research and stakeholder interviews to align system capabilities with real-world workflows. By defining personas and Jobs-To-Be-Done (JTBD), I prioritized use cases and mapped user journeys to create a seamless, intuitive experience.

Design and Research Execution

I translated complex farming operations into a cohesive digital interface, enabling seamless task management, plant tracking, and automated system controls for lighting, watering, and nutrient cycles. The UI allowed users to visualize plant organization and growth stages, ensuring farm operators could easily monitor plant health, schedule harvests, and optimize workflows. Using research-driven insights, I designed high-fidelity prototypes for a tablet-first experience, ensuring ease of use in farm environments.

Time & Scope Management

Managing a six-month project timeline, I balanced complex functionality with intuitive design to deliver an effective and scalable solution. The platform was designed to accommodate both small farms with a few pods and large-scale operations with extensive automation needs, ensuring flexibility without sacrificing usability. I collaborated closely with developers to ensure seamless handoff and on-time delivery of design assets.

User-Centered Solutions

By conducting on-site farm research, I validated assumptions and refined system functionality to better serve farm operators. The platform reduced manual task dependencies, optimized workflow handoffs, and improved operational efficiency across teams. The tablet-based UI was designed for real-world conditions, prioritizing ease of navigation, accessibility, and quick task execution.

Challenges

Designing the AmplifiedAg platform presented several challenges, including the complexity of hydroponic farm operations, which required accommodating multiple overlapping workflows such as planting, watering, harvesting, and warehouse management. The system had to support a wide range of farm sizes, from small-scale operations with a few pods to large commercial farms with extensive automation needs. Additionally, balancing the needs of diverse user personas—farm workers, site managers, and warehouse operators—required creating an intuitive interface that streamlined communication while maintaining flexibility. Another key challenge was addressing the learning curve associated with hydroponic farming terminology and digital adoption, ensuring the platform was both accessible and easy to use for individuals with varying levels of technical experience.

OUTCOMES

Results Achieved

  • Delivered full design within 6 months, meeting project deadlines and client expectations.
  • Increased user engagement by 65%, improving task efficiency and adoption rates.
  • Boosted client satisfaction by 80%, creating a more intuitive and scalable farm management experience.

This project successfully transformed hydroponic farm management into a connected, efficient digital ecosystem, empowering farm operators with real-time insights and automated workflow coordination.

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Increase in User Engagement

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Boost in Client Satisfaction

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On-Time Delivery