A faster way to collect field boundaries
Carbon by Indigo is a program that produces carbon credits by supporting farmers in their transition to more sustainable farming practices. Collecting farm field boundaries is a critical step to enrolling farmers in Carbon. The existing process was time consuming and frustrating for farmers.
Our goal was to increase enrollment by making it easier for farmers to add their fields.
MY ROLE
Lead Designer, Enrollment @ Indigo
Concept testing, interaction and visual design
CORE TEAM
1 designer, 1 product manager, 2 engineering squads
Adding fields is a critical step in Carbon enrollment
Farmers were frustrated
It took a typical farmer 1 hour 43 minutes across 2 sessions to add all of their fields.
Over 80% of farmers adding fields received help from Indigo.
“I don’t have time to figure this out. I’d probably just call Indigo.”
— Dave, Farmer
Customer Support was spending lots of time adding fields on behalf of farmers
“After I visit the farm, I’ll spend the rest of the evening in my hotel room drawing their fields. It’s a ton of work.”
— Todd, Indigo Customer Support
Why a John Deere integration?
Reach
My John Deere is a top farm management system (FMS), serving over 200 million acres worldwide.
Trust
Strengthen trust in Indigo among farmers by collaborating with a well-known brand.
Data accuracy
Field boundaries stay current across growing seasons, while reducing repetitive data entry for farmers.
Concept testing with 5 farmers
Farmers understand their Farm Management Systems well and know how to connect apps, so the team decided to move forward after concept testing.
A collaborative process
Field boundaries are a complex data set. Frequent reviews with product and engineering was critical to ensuring feasibility as designs matured.
In testing, farmers preferred using maps to navigate their fields, so we experimented with different ways to incorporate maps.
Final Design
Measuring success
This new integration feature launched in Q3 2021. It was the first of its kind at Indigo and served as a foundation for integrations going forward.
10x
Faster to onboard farmers
33%
Increase in enrollments