Redesigning a soil carbon monitoring web app
TL;DR
Overview
When I joined the Downforce Web App project, the challenge was clear: the app, designed to manage soil organic carbon (SOC), was falling short of user expectations. Farm Managers, Portfolio Managers, and Sustainability Managers all struggled with the interface, hindering their ability to make informed decisions. My mission was to uncover the root of these issues and transform the app into a user-centred tool. My aim was to also equip the Downforce team with validated insights into their customer and users’ needs in order to solidify and provide prioritisation and focus to their product roadmap.
Phase 1: User Research
I began with user research, conducting in-depth interviews with key personas. Each group had distinct needs: Farm Managers were primarily concerned with productivity and profitability, requiring clear, actionable data to support their decisions. Portfolio Managers needed to balance corporate sustainability targets with operational efficiency, while Sustainability Managers were focused on long-term environmental goals and compliance with global frameworks like TNFD.
The research revealed several critical insights:
Trust in SOC Data: Farm Managers expressed skepticism about the accuracy and operational value of SOC data. They needed demonstrable evidence that SOC levels positively impacted productivity before they would incorporate it into their decision-making processes.
Complex and Confusing Navigation: The app's navigation was identified as a significant pain point. The use of scientific jargon and abbreviations was copious, users found labels ambiguous, and the structure did not support their workflows efficiently.
Data Collection and Benchmarking Challenges: Portfolio Managers faced difficulties in gathering and standardizing data across multiple properties. They needed tools for better benchmarking and comparing performance across sites.
Sustainability and Compliance Needs: Sustainability Managers were still exploring how to effectively incorporate SOC tracking into broader corporate strategies. They needed the app to align with global reporting frameworks like TNFD and support engagement with a diverse supplier base.
Based on these findings, I identified key areas for improvement: simplifying navigation, enhancing data visualization, providing clear evidence of SOC’s operational value, and aligning the app’s functionality with global sustainability frameworks.
Example research outputs - A user journey map highlighting pain points, opportunities and tools, and a persona of a farm manager
Phase 2: Redesign
With a clear understanding of the problems, I moved into the redesign phase. The first step was to tackle the navigation issues. I conducted a content audit followed by a card sorting exercise, which revealed that an Object-Task Hybrid navigation structure would best meet the needs of all user personas. This structure balanced the actions users needed to take with the objects they interacted with, creating a more intuitive flow.
Next, I developed wireframes in Figma, focusing on key areas of the app:
Home Page: Redesigned to feature a prominent SOC/Carbon Stocks graph, providing users with instant access to critical data.
Portfolio Analytics: Upgraded with a new SOC Tracker, allowing users to monitor trends over time and compare performance across sites.
Property Details: Reimagined to combine map and list views, offering a comprehensive overview of properties at a glance.
During this phase, the scope expanded to include a redesign of the Land Management Planning (LMP) tool. I facilitated an ideation workshop with stakeholders from development, product, and science teams, which resulted in a clear set of priorities for the LMP tool. Although time constraints required us to pause the full LMP redesign, I provided a detailed roadmap for future development.
Examples from activities undertaken in this phase, including creating a new sitemap and object IA to aid navigation redesign
Outcomes
Feedback from users and stakeholders was overwhelmingly positive, leading to the User Research Findings and Report being published in Downforce’s Data Room for Investors. The redesigned navigation and interface significantly improved usability and user efficiency with task completion, and ultimately aided in a fundraising round of £4.2 million.
Additional thoughts on AI tools for User Research
With ChatGPT having recently been launched prior to the project commencing, I evaluated its use as an AI tool for aiding user researchers in secondary research and the development of research artifacts.
What it can be used for:
Proofreading and grammatical review of report writing
Secondary research of a specific topic to aid understanding in the Discovery phase
Content templates and skeletons
Simple quantitative analysis of research data e.g. how many instances of X occurred
What it still lacks
The ability to apply contextual knowledge to data analysis
Create a tailored and nuanced strategy for a team or organisation
‘Big picture’ and strategic thinking
My final takeaway is that the role of the designer and researcher as a ‘synthesizer’ of ideas remains unchanged. An AI assistant such as ChatGPT can speed up the performance of lower-level tasks such as simple data processing and the creation of templates and/or templated information, however, a tailored and nuanced articulation of product research and strategy still requires a contextual understanding of all the human and organisational factors at play within a product, its team, the business and the environments they operate in.
