One shared home for users of 21 agricultural brands

Role

Senior / Lead Product Designer at WONGDOODY

Platform

Tablet

At a glance

Problem — AGCO users jumped between differently branded apps every day.

What I did — Designed a brand-agnostic first level of navigation and information shared across all 21 brands.

01 — The problem

21 brands, 21 apps, one working day

AGCO owns 21 agricultural brands, and its users switched between differently branded apps every day. Some drive and maintain machines; others plan seasons from the office and never see the field.

Why it mattered — Constant brand changes slowed people down in their daily work, and with limited development capacity, one shared first level was the realistic fix.

02 — Key decisions

Field and office users needed different information every day, so the first level had to serve both without favouring one brand.

Map the day, not the brand

I mapped the farmer journey and each persona’s daily information needs before touching navigation.

Settle navigation in low fidelity

Several rounds of low-fidelity testing with stakeholders across personas decided which content mattered most, before any high-fidelity work.

Validate with realistic content

An interactive high-fidelity prototype with real content went through usability testing before development.

03 — The solution

A brand-agnostic first level across every AGCO app

The high-fidelity tablet prototype used in usability testing.

The brand-agnostic navigation bar shared across the apps.

04 — Impact

Results from this project can’t be shared publicly.