The Goal
Research, conceptualize and pitch to VPs of Product what value could be surfaced in a landing page/dashboard experience flexing AI capabilities with current data sets to provide unique value to our users and expand business value.
The Challenge
Use AI to generate concepts to test assumptions on what Producers would value in dashboard. Consider how we can better utilize AI to analyze complex data to help a producer answer the questions they ask themselves most often: How is my operation performing? What do I need to do today?
Consider and plan for how each dashboard section can be optimized by AI, including a native AI bot that utilizes the user's broad dataset to provide answers to complex business questions and actionable paths forward.
Complete research with fickle B2C2B user pool within tight timeframe. Goal: 25 survey participants within 1 month time span. Use AI to analyze/summarize findings.
Make a compelling pitch — Blending value for producers with business value
Address related issues / low hanging fruit
The Solution
Used AI to design 9 individual concepts based on the most relevant producer and business value propositions developed from the feedback of internal subject matter experts, and years of personal experience talking with producers and ag retailers, designing tools for them.
Created specific teachable concepts for an AI native bot, and agentic AI concepts that anticipate and create value across features and products.
Utilized a producer research pool for an adjacent Bushel-owned B2C product to conduct general interest survey. Prioritized direct users only first, and both direct and indirect users as a contingency sample. Resulted in 18 total participants, 9 direct, 9 combination. Used AI to summarize findings as a second set of eyes and provide additional perspective.
Pitched our recommendations for a Producer-facing dashboard to Product VPs using the following data to support:
Participant scoring
Analysis of functionality that is based on an existing vs. non-existing feature and how that may correlate with how functionality was rated and why.
Value propositions for Producers and Bushel as a business
Preliminary development estimates
Made recommendations for related UX improvements that came out of the write-in portion of our survey, and designer-identified areas of opportunity.
The Results
An MVP dashboard that will bring Producers one step closer to understanding at-a-glance ‘How is my operation performing?’ The results are operational, strategic, and promote informed decision making and action that drives business forward for everyone. AI reduced design time by 2 weeks, allowing time to perform research to validate concepts with users in preparation for future interations.
1 dashboard
built based on these recs.
5/9 concepts approved for MVP
with a roadmap to iterate from
3/5 user's top rated built in MVP
MVP reflects Producer/Business balance