TerraWise
Confident Farm Decisions Through Product and UX Leadership
00
Nagra engaged us to help translate complex IoT and agronomic data into a product farmers would actually trust and adopt. The challenge was not technical feasibility, but usability, credibility, and alignment across hardware, software, and brand—under real-world farming constraints.
Problem
Farmers generate enormous volumes of soil and crop data, but most precision agriculture tools fail at the moment that matters most: decision-making in the field. Existing platforms are fragmented, overly technical, and difficult to trust, creating adoption risk for both farmers and the business. For Nagra, the challenge was not just simplifying data—it was designing a system that farmers would rely on operationally, while still supporting the complexity required by agronomists, dealers, and future product growth.
Solution
We set a clear design direction: prioritize clarity, trust, and actionability over technical novelty. The product needed to feel immediately usable to farmers while remaining robust enough to support agronomic expertise and long-term platform expansion. The result was an end-to-end soil and crop intelligence platform that integrates hardware, software, and brand into a single, coherent experience—one that reduces cognitive load, accelerates decision-making, and establishes credibility in a highly skeptical market.
Transforming an early-stage concept into a launch-ready platform, I aligned product strategy, UX, and usability around the realities of precision agriculture. This approach established user trust while creating a scalable foundation for the future.
The result was a unified, scalable platform that brings together hardware, software, and brand into a single, coherent experience. By reducing complexity and emphasizing actionable insights, the product enables confident decision-making today while remaining flexible enough to grow with farmers’ operations over time.
Over several months, I partnered closely with Nagra’s leadership to define and deliver the end-to-end product experience for multiple user groups, including farm owners, managers, agronomists, and dealers. We began with Mission Planning to align on user needs, competitive context, and business goals, establishing a shared vision and decision framework.
From there, I led the definition of the brand identity, product structure, and UX strategy, followed by information architecture and product design. The mobile experience supports real-time monitoring of soil health, irrigation, crop conditions, and alerts, with design decisions centered on clarity, trust, and farm efficiency.
As design lead and product partner, I was responsible for setting priorities, guiding tradeoffs, and maintaining cohesion across mobile interfaces, hardware integration, and brand touchpoints. My primary focus was decision-making, alignment, and ensuring the product ecosystem could scale effectively in a competitive market.
Leadership Impact
Created a clear UX and product direction that aligned business goals, user needs, and technical constraints, reducing complexity and rework.
Unified brand, product, and hardware interactions into a cohesive system, improving usability while keeping the depth required for advanced agricultural use.
Designed for trust and adoption in a conservative market, helping position the platform as credible and reliable for farmers and and their team.
Created a scalable foundation to support additional sensors, user roles, and product capabilities without compromising clarity or usability.
Acted as a strategic design partner to leadership, guiding prioritization and tradeoffs to balance speed, quality, and long-term product viability.
01
02
03
04
05
06
07
see also
