UX for Agtech

S4 GO (full project)

Agtech - UX - 22

brand context

business context

S4 is a tech-startup in the AgroTech industry founded in 2015 with the aim of helping farmers to maximize their earnings and reduce risks in an industry where the inclemency of the weather been a constant historically.

We were hired to analyze and rethink the user experience on their current digital product GO, and redesign the way customers engage with their web-app.


Between 35% and 45% of world harvests have been lost historically due to inclement weather.


Is the sum ag-tech startups raised globally in 2018.


Is the estimated market value of AgTechs globally by 2020.

1.9 billion

Was the total mobile revenue during 2017.

❝The main difficulty we have is that users don’t understand how to use the product. If no one explains them how to use it, it is almost impossible to understand it. They get lost before they can do anything.❞

Mariano Tamburrino


AgroTech, Agricultural

what we did

Research, Diagnoses, User Experience, User, Wireframing, User Flow, User interface


app study

Since GO is a very peculiar web-app and full of features, we did a complete scan of the flow and controls in order to evaluate the number of problems and the the difficulties of each one. Some of the most common were: navigation inconsistency,constant variety of disperse actions and the lack of a visual guide that reinforces the navigation logic.

user profiling

Once we completely understood the use of the tool we tested it with real users. For this purpose we searched and selected specific users from the agro-industry focusing especially on tech users familiar with the use of technology.

Based on the client’s brief and the problems with the user experience detected by our team we developed a guide to use during interviews.
The goal of this kind of interview is to get concrete solutions to solve user flow problems and test if they are indeed real. The interviews are divided into two stages:

user journey

In the first one we interviewed them to understand their analogic user flow, that means, how is their day to day in their jobs. This helps us understand which apps they use, how much they use them, when and which are the key features.

In the second stage we invited users to try our client’s tool and we give them a list of basic activities to do. This way we empirically test the client’s brief and we detect new problems.

Once all this content is gathered together, we proceed to the most important stage of the research, rearranging and conclusions.
The importance of this stage lies on the fact that it is a completely smooth process where our team’s abilities allow us to join patterns and generate key hypotheses for the tool’s improvement.
Or in other words, in addition to the empirical data, build new ideas that an only appear after a 360 analysis of all the factors that affect the product.

inputs & outputs

It is the final result of the complete research stage. It is a summary document and sums up the pains and gains and defines the aim and goals. Below we’ll leave a brief preview with a few key points from the document.

digital product


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In this first project stage we redesign the app’s new user flow. This means, we take the old flow and checking the outputs we improve the app’s conflict points.

The goal of this stage is completely practical and we aim to achieve a completely simple and intuitive navigation in the app that doesn’t require any learning from the user, not even when they use it for the first time.

from UX to UI

Once the ux or user flow was defined and tested we focused on the visual aspect of the user interface. This stage is crucial because visual decisions, if they are well made, will reinforce and improve the user experience.

This means, an app with good contrast, clear buttons and intuitive controllers will allow the user to navigate easily throughout the information. On the contrary, an inconsistent interface will make the user doubt which elements are interactive and which are not.

In case of the S4 GO the line graphics reprensented a great part of the redesign because the large amount of data required a very subtle and precise data visualization management.

At the same time, the graphics are interactive so the information is modified in a similar way as in an app for fintech.

In this case, the most common exchanges appeared between the market values of soy and corn, the weather variables and the satellite image information which is very common in this industry.

mobile app

Even though the original brief asked for a responsive web-app, the results of the analysis stage revealed that it was necessary to build a web-app that was different from the desktop one and allowed the user to consume and browse information quickly and intuitively.

This way, the controllers and visual elements such as buttons and graphics were kept but the graphic navigation and the complexity was simplified as much as possible.

❝The GONNI team helped us rethink the GO format and the way we present the tools to our users❞

Mariano Tamburrino

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