Argodesign’s work for FarmLink shows how user-centred design combines with data analysis for new opportunities in traditional industries.
We’ve selected it as our case study of the week because of the concise way in which Argodesign shares the experience-led motivations which led to specific aesthetic choices. For instance:
- The outdoor environment in which the mobile version of the product will be used guided them towards a high contrast colour palette, visible in the bright sunshine of the fields.
- They chose to rely heavily on visual mapping because of farmers’ innate affinity for their local geography.
- Collaboration is at the heart of modern farming. FarmLink recognises how multiple users are involved in deciding the best use for a specific piece of land.
The tool itself is designed to bring a new level of insight to one of the oldest industries, giving farmers usable digital tools to measure potential crop outcomes. Argodesign explains:
“Predictive modeling tools allow farmers to establish trending, test likelihoods of different scenarios occurring, and predict the outcomes of their choices. With a forward-looking view of yield potential, local market value, weather effects on crop conditions, and the impact on profitability, farmers can make informed decisions on when to plant, when to harvest, and at what price to sell. We’re connecting the economic calculus to the calculus of growing.”
Argodesign’s co-founder, Mark Rolston, was a speaker at MEX/3 in May 2007 and contributed to our essay on agency strategy entitled ‘A model for nurturing ideas as the lifeblood of agencies‘.
Argodesign’s founding principle to create ‘products that hide their technological prowess, evoke delight, and demonstrate simplicity and value’ resonates deeply with the goals of the MEX initiative, in particular our ongoing Pathway #13 on ‘quiet design’.