Granular, a Corteva Agriscience Company, creates innovative Farm Management Software uses satellite technology & services to help Growers plan their farms and businesses. Granular wanted to “refresh” its website to support new growth strategies help make it easier for audience to navigate its offers.
Granular wanted to enhance their website to drive engagement for both Growers & their valued Advisors looking to get started with Farm Management Software and to position themselves as an ‘ecosystem’ with new offers manage Carbon and disease-control.
Studio Co.llab lead a website "refresh" that built-upon existing content with a new, interactive experience to make Granular's growing array of offers easy to find for, and set Granular up for further growth in the future.
Website Strategy, Content Strategy, Information Architecture, User Experience Design (UX), User Interface Design (UI)
13 Weeks
Agriculture Technology
A clear and aligned “website purpose” laid the foundation for what the refresh needed to accomplish and how we ought to measure ‘success’.
A series of user interviews with Grower Advisors, as well as an audit of existing analytics & insights, revealed key gaps & opportunities to meet the user needs that would ladder up to our definition of success.
Insights were translated neatly into key ‘jobs to be done’ that reflected what Growers, Advisors, and Other Parties (Media, Hiring Prospects, etc.) would want from a website.
An exhaustive audit of all content on the website revealed where these needs were being met today, gaps to fill, and opportunities to restructure or elevate currently buried content such as Support content.
Three different navigation options were designed and tested via Optimal Workshop’s Treejack study with over ~200 users.
Testing results lead us to redesign a more intuitive navigation experience that could house linkages to other “ecosystem” offers, promote key calls to action, and eventually house dynamic content in the future.
Pages were created or redesigned to drive increased interactions using drop-down features, toggles for Growers & Advisors, and increased focus on Granular’s popular blog content. New modules introducing Granular’s expanded Carbon & LandVisor offers also helped showcase their ‘ecosystem’ of offers.
These updates aimed to drive engagement, create more scan-ability and reduce ‘dead-ends’ in the experience to encourage users to dive deeper.
A modular design system aided in easy development & asset creation. Hand-off documentation included annotated Figma files, cut and labeled assets, a collaborative copy deck, and a suggested ‘launch plan’ to help organize Granular product, copy, and development team members to a quick “go-live.”
In addition, Studio Co.llab also gathered post-launch ideas based on explorations and conversations to fill a future pipeline of enhancements.
The refreshed Granular wesite and navigation launched in January 2022, just 2 months after hand-off to the team. To drive successful launch, the team made use of hand-off documents to keep content, copy, and build as organized as possible.
See It For Yourself:
Granular.ag
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