Turning Complex Farm Data Into Trusted Decisions
Industry
Agriculture IoT
Client
Nagra
Gaps
Ownership
THE GAPS
Nagra had complex IoT hardware and agronomic data but no unified product experience. Most precision ag tools fail at the moment that matters most — decision-making in the field. Existing platforms are fragmented, overly technical, and difficult to trust. The challenge wasn't technical feasibility. It was designing a system farmers would rely on operationally — while still supporting the complexity required by agronomists, dealers, and future product growth.
THE ENGAGEMENT
I embedded with Nagra's leadership as fractional design director for four months — owning brand, product strategy, UX, and information architecture across the full platform.
WHAT I DELIVERED
A unified platform connecting hardware, software, and brand for the field.
We started with mission planning to align on user needs, competitive context, and business goals across multiple user groups — farm owners, managers, agronomists, and dealers. From that foundation, I defined the brand identity, product structure, and UX strategy, then led information architecture and product design. The mobile experience supports real-time monitoring of soil health, irrigation, crop conditions, and alerts — with every design decision centered on clarity, trust, and farm efficiency. I also owned the connective tissue between mobile interfaces, hardware integration, and brand touchpoints — ensuring the full ecosystem felt like one product, not a collection of features bolted together.
The Impact
Brand, hardware, and software unified into a single coherent product experience — reducing cognitive load and accelerating field decisions
Designed for trust and adoption in a deeply skeptical market where most digital tools fail at farmer buy-in
A scalable foundation built to support additional sensors, user roles, and product capabilities without compromising clarity
Complexity and rework reduced by establishing a clear product direction that aligned business goals, user needs, and technical constraints
Strategic design partnership with leadership — guiding prioritization and tradeoffs to balance speed, quality, and long-term viability
